Week 12
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Rutgers University *
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Marketing
Date
Apr 3, 2024
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Social Media
Visit the Weleda Cosmetics, social media links of your choice. You should visit at least 4 different sites
that target the consumer.
1.
What is Weleda Cosmetics purpose in using each platform? What is the goal for the
campaign?
-
Platforms:
-
Instagram: weleda– main (41.5 K followers); most followed account:
weledabrasil (155 K followers)
-
Purpose: they have multiple page in different languages to advertise their
products appealing to many demographics, not just those in the United
State; also a younger audience mixes in videos and pictures with captions
explaining the products
-
Twitter: Weleda USA (19.1 K followers)
-
Purpose: reaches out to many demographics as Twitter is a large platform
and older than a lot of the current social media platforms; uses
aesthetically pleasing images to capture one’s attention with a brief
summary of the product
-
Youtube: Weleda North America (1.5 K subscribers)
-
Purpose: another older platform; Weleda Cosmetics can appear on the
Youtube home, which many people scroll through; can also appear as an
ad when searching for things such as ways to grow hair, best clay masks,
etc.; focuses more on skin care (hair and face); also shows the sources of
the products / ingredients
-
Tiktok: weledauk (11.2 K followers); weleda_usa (4659 followers)
-
Purpose: appeals to a majority younger audience (18-24) that has a
shorter attention span that showcase their beauty products and provides
demonstrations on how to use them, appealing to those starting their skin
care journey
2.
*What user profile do you find for each platform? How does the messaging connect to that
user? Discuss how hashtags, messaging or other interactive components engage that
consumer.
-
Instagram:
-
Instagram is well known for its comment section and it enables Weleda
Cosmetics accounts to reply to users, many of whom take the opportunity to ask
questions. They also use the caption to explain the product and its benefits to
viewers as well. The platform also provides private messaging, which enables
users to ask questions that they may not want to broadcast or seek products in
more detail personalized / accommodated to their needs.
-
Twitter:
-
Some of the hashtags used on the Twitter pages like: #Quoteoftheday,
#WeledaSkinFood, and #WaledaSkin are used to promote their message as they
are mixing popular hashtags like #Quoteoftheday to better their algorithm while
also trademarking their own hashtag, which other users/consumers can use to
promote the products they have to offer.
-
Youtube:
-
Weleda may appear in ads, especially to those who regularly consume beauty and
health related content, causing viewers to listen to the ad, influencing their
purchase decisions.
-
Tik Tok:
-
The platform also provides direct messaging, hashtags, comment sections along
with stitching to showcase products and directly interact with consumers, which
would make them feel seen and heard, making them more inclined to investing in
the brand.
3.
How does [if it does] the social media communication affect consumer buying behavior
and/or relationship to the brand?
-
Social media communication affects consumer buying behavior as it people oftentimes
want to find ways to improve themselves, and the beauty industry is a huge market with
many willing to invest in products to ensure good looking and healthy skin and hair along
with stimulating growth, which Weleda Cosmetics provides. One of the main ways
brands get noticed by potential consumers are through brand deals with popular/trending
influences and celebrities. If Weleda would be able to get a deal with more of them, it
could skyrocket their sales. For example, Bloom Nutrition used Tik Tok influencers to
promote their influencers, which caused them to go from an unknown brand to charting
Amazon sales charts. However, I believe that they should interact with commenters on
social media more often as I am seeing that especially on twitter they do not respond
along with being more active on their social media platforms. They could also try to
adjust their promotion to the social media platform’s niche; for example, Twitter is
known for being more quirky so they could write captions to fit that.
4.
One issue with social media is whether it can drive sales. Do you think the target market
will buy Weleda Cosmetics as a result of their social media efforts?
-
I think that due to the prevalence of social media and how much it has become integrated
in our society, helping grow so many businesses at accelerated rates, the target market
will purchase from Weleda Cosmetics, however, there needs to be a change in strategy.
Social media campaigns such as potentially tweeting how their products have improved
their consumers’ skin as a challenge would be effective or even hair growth results such
as before and after pictures while using their Rosemary. However, I believe that they
should interact with commenters on social media more often as I am seeing that
especially on twitter they do not respond along with being more active on their social
media platforms.
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