The consumer dynamics of the beauty community on the platform is discussed.
From questions, tips, advice, hosting tutorials and support, the beauty community produces 7 million tweets a month. For example, every single second there’s a tweet about skin care and the same can be said for hair care — you get the picture.Baker said when Twitter innovates, it thinks about how to help users thrive on the platform in three ways: exclusive content, easier consumer engagement and brand connections.
“Spaces provides an opportunity to talk about any topic of conversation and offers brands a unique opportunity to talk to their consumers direct one-to-one. Think about it as an informal focus group, but in a safe space,” Baker said. Baker also mentioned the growing popularity of communities, and said beauty consumers are very active on Beauty Twitter. “We opened up the beta to them first, and of course, they’re the most engaged,” she said.Osberg said brands lean into Twitter because “they know there’s a very receptive audience. For the brands, they get it right. They understand the culture, they’ve taken the time to listen, and there’s a warm, welcome audience at Twitter.
Brands turn to Twitter to launch something new, and when they want to connect with what’s happening, Osberg said. “When you harness the power of [Twitter], it’s going to kick your launches into high gear and take you from being part of that cultural moment to turning one of your brand launches or equity moments into the cultural moment itself.”
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