Sorry Facebook and Snapchat, Instagram has yet again proven itself as the firm favourite form of social media for brands; as companies continue to realise that in order for them to keep pace with consumers, they need to be active on the picture-sharing and live-streaming platform.
Glossy spoke with the heads of digital at major cosmetics labels to ask them what their social medium of choice was, and the answers were unanimous – Instagram is the definite front-runner for brands.
Murad director of social media Elizabeth McNamara admitted that while she was a “one-woman show, anything involving Instagram is something [Murad] is focusing on… It’s another way for brands to connect with people.”
These sentiments were echoed by L’Oreal USA head of content Chira Dan who addressed L’Oreal’s social strategy in depth.
“Our strategy on social has been much more about finding the right channels where our consumers are. We have a very big focus on Instagram, for example, which is such an inspirational social network. We are now starting to refocus on Facebook, and we’re also looking at Snapchat and how to continue with it while still doing Instagram Stories. For us, it’s more about looking at the right channel strategy and where our consumer is, because she might want to consume different media in different ways.”
