Beauty Store Business

SEP 2017

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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42 September 2017 | beautystorebusiness.com Pinkypills, gettyimages.com I t's hard to remember the days before social media. How did humans keep in touch with friends, both disparate and distant, prior to the dawn of Facebook? Did presidents really once opine via platforms that allowed for more than 140 characters? As a modern civilization, we're plugged in—which means that across the board and regardless of profession, social engagement is ubiquitous. Beauty brands and retailers seeking to trrive in the tech world of 2017 have had to refine vari- ous strategies for best social-media practices, because the tenets of Twitter do not translate to the principles of Pinterest, which do not function as the methodologies for how to make a bam on Instagram (IG). Of all channels, IG is arguably the most visual, thus making it a natural fit for the image-centric world of beauty. There are currently over 600 million Insta- grammers. According to Pew Research Center, 59 percent of people ages 18 to 29—aka Gen Z'ers and millennials—use IG (while another 33 percent of users fall between the ages of 30 and 49). An April 2016 Pew survey discovered that "32 percent of teenagers consider Insta- gram to be the most important social network." Women love it even more than men: 32 percent of ladies interacting with the internet are on IG, as opposed to 23 percent of gents, notes Pew. Instagrammers spend approximately 20 minutes a day on the mobile photo-sharing site, accord- ing to a study conducted by digital marketing group, SimilarWeb. In comparison, social media users hang out for 45 minutes on Facebook, 19 minutes on Snapchat and 13 minutes on Twitter—thus making IG the second most-used social platform in the U.S. We talked with experts from Planet Beauty (@planetbeautyofficial has over 18,000 followers on IG) and CosmoProf Beauty (@cosmoprofbeauty has over 450,000 followers) to learn the top tips and tricks for how to #market on the 'gram. Crack the Instagram code with our best marketing tips for this top social-media platform. By Francesca Moisin

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