Today I came across an article that I think captures the dichotomy of social media marketing at this point in time. A well styled set of posts can garner a huge following and probably even instill a level of trust in a brand to earn more consumers and grow revenue. But there is a sort of “counter culture” within the internet that lives on Reddit, calling brands out for what they may be masking or promises they’re not living up to.
The article I read was about Glossier- an Instagram star in the beauty world, capturing consumers with perfectly styled Instagram posts and implied promises of a certain youthful look. It’s brilliant marketing, relating to their target consumer, catapulted the brand into popularity. However, they may have overextended. Recent reddit feeds and comments across social platforms reveal a suboptimal skincare line.
What I find so interesting about this is how quickly a brand can build up a reputation and a following due to the many high-volume channels of media today. But, just as easily, a brand reputation can be tarnished by the openness of the internet and consumers ability share what they really think with millions of other interested consumers. My conclusion is that while social media can certainly be used to hype brands and display aspirational lifestyles, deliverance on product quality is still of the utmost important at the end of the day. And, the right campaign would capture the rig balance of aspiration, and reality.
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