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Social media platforms have become a vital aspect of daily life for millions, if not billions, of people worldwide. One of the keys to success in social media marketing is to have a well-defined social media strategy.
A social media strategy is a plan that outlines a brand's goals, target audience, and how they will use social media platforms to reach those objectives. The strategy includes which platforms a brand will use and how they will use them to connect with their audience, as well as what type of content they will create and how often they will post. A clear social media marketing plan can help businesses build brand awareness, generate leads, increase sales, and foster engagement with their audience.
How Laura Mercier Leverages AI Tech in Social Media Strategies
Laura Mercier, a prominent beauty brand, exemplifies a triumphant social media marketing strategy through the strategic implementation of social commerce and augmented reality (AR) virtual try-on capabilities. This innovation is reshaping the consumer shopping experience by seamlessly integrating AR technology into their Meta and Instagram Shops. As a result, Laura Mercier facilitates a user-friendly environment where individuals can effortlessly browse, virtually try on, and purchase products—all within the confines of the app. This approach not only establishes an interactive and captivating social commerce experience but also tailors it to each user, fostering a sense of personalization and empowering them to make more confident purchase decisions.
In addition to AR virtual try-on experiences, social media platforms like Meta and Instagram offer features that allow businesses to tag specific shoppable items within posts, making it easy for users to shop with a single click.
By leveraging these features, brands can meet their customers where they are and make it easier for them to make purchases through social media.
A Friendly Chat: Glossy, Laura Mercier, and Meta Discuss Their Insights and Experiences in the Beauty Industry.
At Perfect Corp.’s Global Beauty Tech Forum, Glossy reporter Danny Parisi sat down with Laura Mercier’s Global Digital Manager, Charlotte Greenbaum and Meta’s Director of Augmented Reality Business Development and Partnerships, Chris Barbour to discuss how shoppable virtual beauty and Perfect Corp.’s AR technologies have revolutionized Facebook’s engagement and the consumer beauty shopping experience for brands on the platform.
Creating Interactive Social Commerce with AR Technology
Meta has made it easier than ever for Facebook and Instagram users to connect directly with brands and shop the products they see in their social feeds.
Special shopping tabs and tagging functions allow brands to tag specific shoppable items within posts that users can shop with a single click.
This means that when users come across a product they like on Facebook or Instagram, they now have the ability to virtually try-on products, add items to their cart, browse different variants of products, and check out一all without leaving the social media app. This creates an interactive and engaging social commerce experience.
Meta’s AR Virtual Try-On Experience
To make social commerce even more interactive, Meta has enabled AR virtual try-on capabilities within the Facebook Shop and Instagram Shop experience to add a heightened level of engagement to the app and platform.
How Did Meta Do?
The integration of innovative AR technologies allows consumers to virtually “try on” beauty and skincare products with true-to-life effects. This helps to tailor the shopping experience to be more personalized and helps users make more confident purchase decisions, ensuring that the product works for them before making a quick and easy purchase within their social media feed.
Advancements in AR virtual try-on have helped to create digital try-on experiences that rival physical ones. The events further amplified the fast adoption and widespread application of these technologies to meet the demands of beauty consumer.
Increased in Conversion Rate
These hyper-realistic virtual try-on capabilities allow users to see a realistic representation of the product they’re interested in before purchasing it. As a result, users are more confident in their social commerce purchase decisions and feel more connected to the brand as proven by significant increases in conversion rate of browsers to buyers.
Delivering Hyper-Engaged Experiences to Social Media Users
Social media apps like Facebook and Instagram were originally seen as places to share your own thoughts and images (think MySpace and the original days of Facebook). Today, however, these same social media platforms (updated versions and new platforms alike) serve as online marketplaces and communities where users can explore and connect with more people and brands than ever before.
Social media and AR technologies have developed side by side to create a new world of online shopping, connecting brands and consumers across the world with the tap of their smartphone.
Furthermore, AR technology and virtual try-on capabilities have enhanced the beauty shopping experience, by delivering the same high-touch personalized shopping journey as offered through traditional brick-and-mortar stores, through a digital shopping experience, without leaving home. Virtual try-before-you-buy shopping offers a safe, fun, and convenient way for users to connect with brands despite the digital divide.
The Evolution of Social Media and Social Commerce Sales
Social media has long been an essential platform for brands to leverage to connect with their consumers. However, the role of social media and how it relates to the consumer shopping journey continues to evolve.
In the past, brands used their social media accounts to alert the public of in-person events and sales, while today, brands focus on a more personalized approach, interacting with consumers via direct messaging and AR virtual try-on experiences. This type of personalized interaction continues to speak to the modern day consumer. Additionally, AR virtual try-on experiences introduce another level of heightened connection with brands.
FAQ
1. What are examples of social media strategies?
Social media strategies can vary depending on the business and its goals. Here are some common examples:
Brand Awareness: This strategy focuses on increasing a brand’s visibility and recognition on social media platforms.
Content Marketing: This strategy aims to create and distribute valuable content to attract and retain a target audience.
Influencer Marketing: This strategy involves collaborating with influential people on social media to promote a product or service.
Social Selling: This strategy uses social media to generate leads and drive sales.
Customer Support: This strategy uses social media platforms to interact with customers and provide support.
2. What are the 10 steps to a successful social media strategy?
A successful social media strategy requires a clear plan and consistent execution. Here are 10 steps to follow:
- Define your goals and objectives.
- Identify your target audience.
- Conduct a social media audit.
- Research your competition.
- Choose the right social media platforms.
- Develop a content strategy.
- Create a social media calendar.
- Implement your plan and monitor results.
- Adjust your strategy as needed.
- Measure and analyze your results.
3. What is a 4 step social media strategy?
A 4 step social media strategy can be simplified into these stages:
- Listen: Monitor conversations and social media activity related to your brand.
- Plan: Develop a social media plan based on your business objectives and target audience.
- Engage: Interact with your audience and build relationships.
- Analyze: Measure and analyze the results of your social media efforts.
What are the 7 Cs of social media strategy?
The 7 Cs of social media strategy are a framework for creating a successful social media plan. They are:
- Content: Create valuable and engaging content.
- Context: Understand the social media platform and its audience.
- Channels: Choose the right social media channels for your business.
- Clarity: Communicate your message clearly and effectively.
- Consistency: Maintain a consistent brand voice and image.
- Community: Build a community around your brand.
- Conversion: Use social media to drive conversions and achieve your business goals.
To view the full conversation from the 2021 Global Beauty Tech Forum, click here.
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