Revlon is dominating the Hair Care & Color business on Instagram. According to the Digital IQ Index: Hair Care & Color study, Revlon received the most hashtag mentions and has the most followers of the 53 Hair Care & Color brands included in the study. Revlon also posts about its cosmetic products too. I’d like to explore what Revlon posts to Instagram and why it works.
According to Simply Measured, 71% of the world’s largest brands have Instagram profiles. Instagram offers the ability to share photos and 15-second videos easily on mobile devices, making it a valuable tool for businesses existing in our visual world. We live in a visual world because our brains learn by watching.
Here are a few examples of Revlon’s Hair Care & Color posts:
The picture is gorgeous and Revlon mentions the product name in the description. Notice the conversation that is started in the comments section. Instagram is amazing for brands because consumers can tag their friends in the comments, ask Revlon questions, and give short customer reviews such as “I love this hair color. The black is beautiful on me!” by pricanbarbiedoll. One customer is dissatisfied because her favorite shade was discontinued. Instagram can help Revlon with its Customer Relationship Management!
In this post Revlon connects with consumers by giving the picture a red carpet theme that correlates with an actual red carpet event that many women watch on television. Revlon is suggesting that its products will give women that glamorous red carpet look!
Revlon even uses Instagram to share coupons! Genius.
Revlon excels in the cosmetic category of Instagram users as well.
Watch a Revlon Instagram video here! (Did you know that the brain processes visuals 60,000 times faster than text?)
This post introduces “New Revlon ColorStay ShadowLinks” to followers. Hopefully this post will spark curiosity in consumers and turn their interest into a purchase!
In this post, Revlon is sharing an event centered on its nail polish line with its followers. This makes followers feel included and makes the product look “cool”.
This is a conversation-starting post asking for an opinion and simultaneously introducing a product to consumers using a well-known celebrity.
Revlon also knows how to get consumers to post User Generated Content. Last Spring, Revlon and Teen Vogue chose ten girls to host “Revlon White Hot Summer” parties and post pictures from their Revlon-sponsored bashes to Instagram. I was one of the hostesses. My posts added to the number of Revlon mentions and hashtags.
Revlon has shown that it knows how to reach its target market using one of the best platforms for reaching young consumers. Instagram is boosting user engagement and surely Return on Investment.
Get this: 150 million people use Instagram. 55 million photos are uploaded every single day (as of 12/14/13).
According to a Pew Research study, 57% of Instagram users check the platform once a day (with 35% checking IG multiple times).
A business can have 94% more views on average on a visual post than a textual post, according to a study by MDG Advertising.
Instagram is more popular on mobile phones than Twitter, says Nielsen research. Instagram is the most popular photo-sharing platform and is a tool that businesses can use to boost sales.
Beauty companies should take a look at Revlon’s Instagram profile and take a hint! The ability to share quality photos and garner “likes” and feedback from consumers is money!