Source: Tubular Insights L’Oréal is an undisputed giant when it comes to social reach. With over 27 Million followers on Facebook alone, we can saf
L’Oréal is an undisputed giant when it comes to social reach. With over 27 Million followers on Facebook alone, we can safely say the brand is doing something right. Actually, L’Oréal is doing a few things right, from smart segmentation to working with up-and-coming influencers. Most brands already understand the value of working with influencers to advertise their products online, but L’Oréal goes one step further. By putting the most emphasis on authenticity, L’Oréal has been able to engage on a global level and within various segments of the beauty market. Let’s take a look at the different aspects of L’Oréal’s strategy to find out what’s working for them.
Going Global: Sometimes More is Better
Many brands attempt to focus their social reach by narrowing their output into just a few online properties. L’Oréal has 61 different properties in 39 countries. Although it may initially seem like L’Oréal is spreading itself too thin online, this strategy is working incredibly well for this type of beauty brand. For one thing, L’Oréal offers a very wide variety of products ranging from hair to skin care. People want to be able to see videos for the exact type of beauty product they’re looking for.
There are different beauty trends in different parts of the world and L’Oréal’s country-dedicated pages see a lot of action. For example, L’Oréal’s India property had over 8 Million views on Facebook and YouTube in March while L’Oréal Spain had almost 4.3 Million views in the same month. The most viewed video in the last 90 days for L’Oréal Taiwan focused on skin care, while the most viewed video in the last 90 days for L’Oréal Indonesia was for long-lasting makeup (see below). Yes, for brands that sell primarily in the U.S. or for smaller brands that haven’t been around as long, you may not want a specific property in every country, but for an established international brand…