In today’s digital age, people connect with each other in ways we’ve never seen before. The importance of online brand engagement lies in the fact that consumers can opt out of advertisements. Between ad-free subscription services and browser extensions that block advertisements, brands compete harder to get their audiences’ attention. This is where effective social media engagement plays its hand.
Engagement is what forms an attachment between a brand and its target market. When it comes to engagement, some brands are adequate at cultivating it while others completely miss the mark. However, some brands totally nail their online customer engagement, to the point it becomes a tenet of the brand. One such example is Fenty Beauty. According to Launch Metrics, more than 22 percent of Fenty Beauty’s value is driven by their own original content. Fenty Beauty regularly posts to its Instagram and Twitter accounts with original makeup tutorials (including those from its founder, Rihanna), customer selfies that feature Fenty products, and humorous beauty-related memes.
There are several lessons that any marketer can learn from Fenty Beauty’s campaigns, and the biggest is authenticity. Fenty Beauty manages to connect with its consumers in a way that doesn’t feel contrived or superficial, largely due to the brand’s focus on diversity and inclusivity. As a beauty brand, its mission from the start has been to make those of all backgrounds feel their best when they use Fenty Beauty.
To underscore this, Fenty Beauty’s Instagram regularly reposts selfies of the looks people create with the brand’s products. Additionally, the brand’s original promotional material features individuals of all ethnic backgrounds and genders. Those running the Fenty accounts take time to respond to consumers, whether it be their questions, praise, or banter.
Another key lesson for marketers is timing. Fenty Beauty’s campaigns always fall in line with huge beauty industry events such as New York Fashion Week. As the entire world, specifically the brand’s target market, looks to the Big Apple to see what’s going to be in style, the brand doesn’t let the momentum go to waste. It’s during these times that Fenty Beauty launches new promotional material and debuts products.
While Fenty Beauty certainly isn’t the first brand to successfully engage with its consumers, it’s a good current example. Many other brands have seen painful failures, such as the Transformation campaign that got Dove in hot water. The ad consisted of a black woman transforming into a white woman after using Dove’s product. Not only was the ad racially insensitive, but it contradicted the brand’s entire message of celebrating unique beauty by having one woman become another after using its product.
The key to effective brand engagement is knowing what the target audience values and demonstrating to consumers their values are important. It’s also about interacting in ways that align with the brand’s overall mission. When brands consistently deliver the consumers’ expectations, engagement flows much more naturally.