A guide to making the most of social media in beauty

How social media can help increase sales

Jo White, Managing Director of product launch specialist Five by Five, talks to Cosmetics Business about how social media can help beauty brands make the most of e-commerce.

Which social media channels are best for brands?
There’s no one-platform-fits-all methodology. Each channel has its own strengths and weaknesses. Snapchat, for example, excels at delivering a short spike in social noise. For longer campaigns, it makes more sense to focus on Facebook and Instagram too, where you can cultivate a following.

It’s also important that you choose the channel you know your customers use. Millennials and Gen-Z are more likely to be on Snapchat and Instagram than Twitter, while older generations will prefer different channels such as Facebook and direct mail.

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