A well-known internet analyst Brian Solis says: “Social media is more about sociology and psychology than technology.” That’s right: the key to success is for a brand profile to create a consistent message close to its followers’ hearts.

It’s therefore worth assuming that fans are not so much consumers, but people who have a similar style, similar interests, similar sense of aesthetics.

It turns out that about 30% of the time we spend online is used for browsing social media. They are slowly becoming a kind of cosmos: without beginning and end.

Like the universe, it continues to expand its infinite boundaries. Then, the challenge is to attract the attention of the audience in this amount of published content, to provoke their reactions and commitment.

This will never happen if the message is only about presenting another novelty in the portfolio or encouraging people to buy in a more or less pushy way. In such a case, you can at most count on a quick “like” and losing in organic reach.

What your content should include? Something meaningful and valuable from the perspective of the recipient.

Advice, inspiration, dialogue. It is always worth keeping in mind that social media are contact, two-way communication, sharing opinions and impressions (also negative ones, that is why it is important to know how to deal with criticism).

It is a community made up of individual atoms, not a group that can be freely “managed”. Building relationships is a long process, but its beneficiaries are brands that are friends of their customers. Those that shorten the distance, know what real-time marketing is, can react quickly because in social media the time is always now. There are no returns to the past 😉

In the case of cosmetics, the look of social media channels is also important. An image says more than a thousand words, so it must be the magnet that attracts the attention of the audience.

While “home edits” of videos or poor light in photos can be forgiven on a private user’s profile, for brands, such deficiencies are not acceptable. The content is supposed to be authentic, but also professional. Beautiful photos, engaging videos, creative texts (without being boring) – this is a SOCIAL MUST.

Close to the consumer

Hybrid paint manufacturers use the power of the Internet and social media very well. The NeoNail brand is an example of a well-run profile.

The presence in social media channels is a very important aspect of brand marketing activities. No wonder, because a large part of its target group includes active users of social media. Direct contact with them allows the brand to analyze the needs of this group on an ongoing basis and, consequently, to match the offer exactly to the market needs. Feedback is a great tool for manufacturers – you just need to know how to use it 😉

NeoNail’s social media channels not only show new products, but above all, contain a lot of educational content, such as how to apply a hybrid paint or how to take it off safely (a hit during pandemic!)

The brand creates trends and inspires. It holds attractive contests that increase consumer involvement. It cooperates with selected influencers and celebrities, uses the power of its reach not only for product campaigns but also for social campaigns. The example is “Zawsze bądź sobą” (“Always be yourself”), in which the brand faces the pressure of constant criticism against women.

Treading carefully

Image building by social media is extremely important. One has to be careful not to expose a brand to an image crisis or reputation loss with an ill-considered comment or ambiguous post.

The numbers show the brand’s enormous reach and confirm the commitment of NeoNail fans. The community built around the NeoNail brand in social media is a huge group of active users who are willing to share their knowledge, inspirations and news in the field of nail care.

The challenge and the key to success today is a mix of channels that allows you to reach out directly to fans of hybrid manicure and build brand experience in many fields. In the long run, well-run profiles primarily create a positive perception of the brand by consumers and business partners, and this translates into measurable sales growth.