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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