Social Media

Why New Social Platforms Are Hit or Miss for Beauty Brands

The Desiree Team
October 5, 2023
Beauty brands are constantly on the lookout for the next big platform to showcase their products and connect with their audience. The recent emergence of social platforms like Threads and Lemon8, backed by industry giants Meta and Bytedance, has created a buzz in the beauty industry. However, history has shown that not all new social platforms are guaranteed to be successful for beauty brands.

The 20% Rule of Testing

Before diving into the specific challenges of Threads and Lemon8, it's essential to grasp the significance of testing and experimentation in the world of social media marketing. Tierney Wilson, SVP & GM of January Consulting, emphasises the importance of investing a substantial portion of your efforts into untested means. She asserts, "If you aren't investing at least 1/5th of your energies (into untested means), you'll never outpace the competition."

Threads: Informal and Playful Communication

Threads is gradually carving out its unique ecosystem with a focus on casual and playful posting. This departure from the formality seen on established platforms like Instagram and Facebook poses both opportunities and challenges for beauty brands. On the one hand, it allows for more relaxed and authentic interactions with the audience. On the other hand, it necessitates a shift in content creation strategies, as the tone and style must align with Threads' evolving culture.

Speed and Resource Allocation

When a new social platform enters the scene, speed is often of the essence. Early adoption can confer a competitive advantage, provided brands have assessed the resources required for effective execution. Quick testing and adaptation are crucial in a dynamic environment where user behaviours evolve rapidly. It's a balancing act between seizing the opportunity and ensuring that the brand's identity and messaging remain consistent across platforms.

Metrics That Matter

As beauty brands venture into uncharted territory with new social platforms, it's tempting to focus solely on reach metrics. However, Tierney Wilson advises a more nuanced approach. Brand growth and engagement metrics should take precedence during the testing phase. It's essential to gauge how well a platform resonates with your target audience and whether it fosters meaningful interactions. A broad reach is only valuable if it translates into brand loyalty and customer engagement.

Internal Alignment for Success

Successful integration of new social platforms within a beauty brand's marketing strategy requires more than just external efforts. Internal stakeholders must be educated about the purpose and potential of each platform. Clear communication about the platform's role in the overall marketing mix can expedite internal adoption and contribute to its success.

The allure of new social platforms like Threads and Lemon8 is undeniable. However, beauty brands must navigate the challenges wisely. Embracing a less formal communication style, allocating resources judiciously, prioritising the right metrics, and ensuring internal alignment are crucial steps in making the most of these emerging platforms. In a competitive landscape, adaptability and innovation will be the keys to success for beauty brands exploring the uncharted territories of social media.


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