MAC vs. Estée Lauder on Youtube

YouTube is a global video media online source. All videos on social media pages stem back to YouTube as their source. More specifically to cosmetic brands, Mac and Estée Lauder have made an excellent point of promoting themselves through their YouTube pages only posting things consumers want to watch. A big factor to this post is celebrity endorsement with the latest trending teens, Ariana Grande and Kendall Jenner.

MAC's YouTube channel

MAC's Youtube channel has 280,550 subscribers and a huge 13,849,429 views. Majority of their videos are tutorials on how to apply their products while some other videos are models wearing the products and celebrities talking about their products. More specifically to celebrities talking about their product lines, Ariana Grande made a video talking about her lipstick line "Viva Glam" and who she wants it to appeal to while answering basic interview questions. The 3 minute video got more than 233,000 views, 11,000 likes and 750 comments which was one of MAC's highest.

MAC's successful YouTube video of Ariana Grande

  The content in the description summarizes what the video offers to consumers...

"Our VIVA GLAM star Ariana Grande talks about the impact that one lipstick can have on lives all around the world."

Estée Lauder's YouTube channel 

Estée Lauder's Youtube channel has 25,000 subscribers and 10,700,000 views. Most of their videos are, similar to MAC, how to apply their products as well as a few commercials here and there advertising and videos of celebrity endorsing them. Since celebrity endorsement is one of the most popular methods of promoting company's and their products, Estée Lauder did a fabulous job in doing so using Kendall Jenner. 

This commercial is Kendall Jenner working out and promoting a new foundation line by Estée Lauder. The point of it is to show customers the quality of the foundation and prove you can wear it while intensely moving all day. The commercial makes its point without directly saying, long lasting foundation which is why it is effective. The commercial itself was successful with over 1 million views and 800 likes on YouTube. The description in the video proves the point previously made; Estée Lauder's new foundation line is warn during an icon, Kendall Jenner during her workout.

Estée Lauder's foundation endorsed by Kendall Jenner on their YouTube channel 

Written By: Alexandra Torres 

MAC vs Estée Lauder on Facebook

MAC's Facebook page is very colourful, literally and metaphorically while looking funner and free willed where as Estée Lauder's page manages a high level of class and sophistication. 

MAC's Facebook page

From an observant standpoint, you can see what MAC stands for through their banner photo. The mixed up eye brows matched with different eyes and promoting all of the brows are beautiful shows MAC stands for diversity and equality combined with universal beauty. Interestingly enough, on average through observation, MAC posts every 5 days or so and most of their posts are not directly promoting their products. MAC posts to get conversations started about them and increase brand awareness instead of posting an exact product and trying to sell it and post tutorial videos which are useful for makeup fans. Looking through all of MAC's other social media pages, MAC failed to use the 50/50 social media posting rule. Some things were similar but there was no second post identical to one on Facebook. This made it feel inconsistent between different social media pages. 

One very successful recent post from MAC was a tutorial video of how to apply lipstick and create a "full and flawless lip." This is useful to them and consumers because it advertises their products and shows customers how they can apply the lipstick if they buy it therefore, very successful. As proof of this, a customer commented on the video and MAC replied. It's a WIN WIN!

MAC recent tutorial post with 116,000 views

Estée Lauder's Facebook page

Estée Lauder on the other hand, tends to post every 3-4 days. Estée Lauder makes a point of posting product specific. Every post of theirs is a selling promotion. Between all of Estée Lauder's social media pages, the 50/50 rule is very prominent. Every post on Facebook is reflected on their twitter page and every video is on Estée Lauder's YouTube channel. 

Estée Lauder's most successful post was on February 12th when they posted a new commercial starring Kendall Jenner. The post received 250,000 views and a ton of likes and reposts. The reason behind their success is by using a youthful icon like Kendall Jenner. When her fans see she is using products, her fans want to be like her and use the same things. The celebrity endorsement has changed Estée Lauder's target audience completely positive. 

Successful post from Estée Lauder

   Written By: Alexandra Torres

Social Media Study | Sephora

       
              

A Study on Sephora’s Social Media Presence

Sephora, a well-known beauty supplier of top brands, offers a variety of beauty products such as makeup, skincare, fragrance, bath and body, nails, and hair. They are currently active on several social media platforms. Their makeup brands, specifically their widespread lipstick collection, have a high presence on each platform. Their products are promoted on their social media platforms as everyday high quality beauty products. By analyzing their social networks, I hope to understand Sephora’s social media strategy.

Sephora’s social media platforms consist of:

Facebook page - 13, 639, 257 likes

Twitter page - 1.89 million followers

Instagram page - 6.4 million followers

YouTube channel - 516, 861 subscribers

Sephora is consistent in posting similar or the same content to each platform with the exception of YouTube, which they use exclusively for videos. They post frequently, everyday or every other day, on their Facebook, Twitter, and Instagram pages. The content on each platform consists of Sephora promoting products from their various brands, and various engaging posts. They often post tutorials either in video or written format, and promote their current promotional plans. They use these platforms to emphasize to consumers how they are beauty specialists that are there to help consumers with their everyday beauty needs. Consumers feedback is more often positive than negative and any comments that are negative Sephora is quick to reply to the comment.

Facebook tutorial video

Facebook promotional tool - interactive app

Facebook promotional tool - product sample

Sephora replying to a comment on Facebook

I believe Sephora’s social media strategy is a well thought out plan. They have been extremely successful at integrating their social media platforms. Though each platform has been effective for them in regards to an interactive promotional tool, I believe their Facebook page has been the most effective. They have a substantially larger follower base on Facebook and are the most interactive with consumers than any of their other platforms. 

Written By: Shannel De Melo