Category: The Voice of Social Media

Snapchat Launches Test of Dark Mode with Small Percentage of Users

Snapchat has confirmed that it is testing a new Dark Mode option with some users.

https://www.socialmediatoday.com/news/snapchat-launches-test-of-dark-mode-with-small-percentage-of-users/593848/

16 Website & Blog Content Ideas to Get More Traffic & Engagement [Infographic]

Stuck for content ideas? Check out this list of helpful prompts.

https://www.socialmediatoday.com/news/16-website-blog-content-ideas-to-get-more-traffic-engagement-infograph/593841/

TikTok Launches New ‘Creator Portal’ Education Platform to Help Creators Maximize their Efforts

TikTok has launched a new set of education resources for creators in order to provide guidance on how to build an effective platform presence.

https://www.socialmediatoday.com/news/tiktok-launches-new-creator-portal-education-platform-to-help-creators-ma/593836/

LinkedIn Adds New Post Visibility and Reply Controls to Manage On-Platform Discussions

LinkedIn has added some new control features which enable users to restrict who can reply to their posts, and what they see in their feed.

https://www.socialmediatoday.com/news/linkedin-adds-new-post-visibility-and-reply-controls-to-manage-on-platform/593835/

Pinterest Adds New AR ‘Try-On’ Tools for Eyeshadow, Expands Product Tagging Within Pins

Pinterest is expanding its AR tools with new eyeshadow Try-On Pins, while it's also looking to expand its shopping tags.

https://www.socialmediatoday.com/news/pinterest-adds-new-ar-try-on-tools-for-eyeshadow-expands-product-tagging/593703/

Twitter Reminds Users of Upcoming Changes to Verification Policy

Twitter's new verification policy comes into effect this week, which means all currently verified profiles that don't comply will lose their blue tick.

https://www.socialmediatoday.com/news/twitter-reminds-users-of-upcoming-changes-to-verification-policy/593787/

LinkedIn Provides Notes on Effective Campaign Measurement [Infographic]

LinkedIn has provided a new overview of key tips to help marketers slow down their campaign measurement approach – and why they should. 

https://www.socialmediatoday.com/news/linkedin-provides-notes-on-effective-campaign-measurement-infographic/593786/

TikTok Provides New Video Overview of How to Set Up a TikTok Ad Campaign

Looking to set up your first TikTok ad campaign? This new video overview provides a complete rundown of the basic process. 

https://www.socialmediatoday.com/news/tiktok-provides-new-video-overview-of-how-to-set-up-a-tiktok-ad-campaign/593769/

Facebook Announces New App Login Parameters to Assist with Transition to Apple’s IDFA Update

Facebook has announced new login options within its SDK to ensure app developers can continue to gather user data in light of the coming IDFA changes. 

https://www.socialmediatoday.com/news/facebook-announces-new-app-login-parameters-to-assist-with-transition-to-ap/593766/

Selling on Social 101: How Blume Markets and Sells to a Gen Z Audience

Selling on Social 101: How Blume Markets and Sells to a Gen Z Audience

As the buying power of Gen Z grows, marketers at businesses of all sizes are searching for novel ways to connect with this audience and build lasting customer relationships.

It’ll come as no surprise that social media platforms are of the best ways to connect with this generation — which includes today’s teenagers and those in their early 20’s. But marketing to Gen Zers means much more than simply posting pretty pictures and memes.

So what does it take to stand out and connect with this valuable audience in 2021?

One brand that has mastered the art of marketing to Gen Z is Blume, a fast-growing skin, body, and period care brand on a mission to break boundaries and smash taboos.

In this interview, you’ll hear directly from Janice Cheng, Brand and Community Manager at Blume, and you’ll learn:

  • How to build a brand that connects with Gen Z
  • How to market and sell on social media
  • The key to understanding Gen Z’s preferences on social media
  • Successful strategies to use when marketing to Gen Z
Selling on Social 101: How Blume Markets and Sells to a Gen Z Audience

This post is part of the #BufferBrandSpotlight, a Buffer Social Media series that shines a spotlight on the people that are helping build remarkable brands through social media, community building, content creation, and brand storytelling.

This series was born on Instagram stories, which means you can watch the original interview in our Highlights found on our @buffer Instagram profile.


Tell us more about you! What’s Blume all about and what’s your role there?

My name is Janice and I’m based in Vancouver! I’m the Brand Manager at Blume—a fast-growing skin, body, and period care brand on a mission to break boundaries and smash taboos. I joined the team back in June 2019 as the 3rd hire and EA to our founders Taran & Bunny. Now, I’ve been in this Brand role for almost 9 months.

Selling on Social 101: How Blume Markets and Sells to a Gen Z Audience

Why do you think your Gen Z audience connects with your brand?

Gen Zers are conscious (smart) consumers and the most connected generation ever. Growing up with social media, they want transparency, community, and look for brands that align with their values. I think Blume checks off all those boxes in a really genuine way! Since day one, we’ve been more than just our products. Blume is breaking stigma by having conversations about extremely normal, yet still taboo topics, like acne, puberty, periods, and sex ed. As I’m sure most of us know, these are “issues” that carry well into adulthood, so a lot of our audience are millennials as well.

Gen Zers are conscious (smart) consumers and the most connected generation ever. Growing up with social media, they want transparency, community, and look for brands that align with their values.

We’re also a brand that cares. We launched the thestatesofsexed.com, Future World Shapers Award (created for Gen Z change-makers), and generally produce engaging and shareable content. More importantly, we prioritize using our platform to amplify the voices of our community and speak up on issues important to us; this includes climate change, the Black Lives Matter movement, and even our pandemic response. Our audience teaches us a lot, and more than anything, they’re our friends! This is all translated through our brand voice cohesively across all channels.

Tell us about a recent social media campaign. What made it so successful?

We’re only about 2.5 years old but one of my fave moments was our in-house Blume Celebrates Skin campaign (a campaign focused on being confident in our own skin is undefined and unrestricted by our physical appearances or the bumps and blemishes on our skin). We were only about five people then (half of our team now) and it was so much fun because it came from our hearts. Quickly and organically, it grabbed the attention of Allure and Daily Mail UK. Sometimes metrics are tricky with these kinds of campaigns. Say someone comes across this campaign and finds new strength and bravery in their natural skin. Although can’t quantify feelings, the reviews and customer testimonials are invaluable to our team.

Selling on Social 101: How Blume Markets and Sells to a Gen Z Audience
Instagram post found here.

BUT! Meltdown (our best-selling acne treatment) continues to be our top community favorite and campaigns like Celebrate Skin reinforce that. Ultimately, our social media goal is to increase engagement, and this campaign accomplished that for us. We’re about to have some of our biggest campaigns this new year! So stay tuned.

Where do you find inspiration for Blume’s social media content?

Recently, a lot on TikTok (obviously), community pages like Girlboss, and also meme pages. We have an #inspo Slack channel where we share things we see on our feeds and Explore pages and what’s circulating in our own friend’s groups! Pro tip: start an #inspo channel whether just for yourself or with your team.

How does Blume leverage user-generated content to connect with its Gen Z audience?

Community is core to all we do. Beyond our products, for us, it’s about adding value to Gen Z, and user-generated content (UGC) is a huge part of that. Using UGC is more impactful than using traditional models or lifestyle images because UGC is by actual people in our community—reflecting a range of real skin. It’s the best way to relate to this audience!

Using UGC is more impactful than using traditional models or lifestyle images because UGC is by actual people in our community—reflecting a range of real skin.

Also, Gen Zers are so creative because producing content is second nature to them so partnerships together are so fun. I love looking through our tagged posts every week and seeing people embrace their shelfies and natural skin. We give them full creative freedom! So rather than believing what we have to say about our products, you should believe our community through UGC, their captions, reviews, and experiences.

Selling on Social 101: How Blume Markets and Sells to a Gen Z Audience
Instagram post found here.

How does Blume embed UGC, customer testimonials, and reviews across all its marketing channels?

We have an incredible tiny team of two that keeps the rest of the team, especially marketing, up to date with all inquiries, trends, and themes of the week. For example, our Meltdown before & after shave has always been highly effective for us because a photo equals a thousand words.

In skincare, especially clean beauty care, it’s really important for us to spotlight the effectiveness of the product and how our products actually work. We’ll use before/after photos and other UGC in ads, Instagram story features, and email newsletters. With permission, of course.

On a regular week, we try to post UGC and/or testimonials about 3-4x on our social media channels.

In skincare, especially clean beauty care, it’s really important for us to spotlight the effectiveness of the product and how our products actually work.

What are Blume’s most successful social platforms for selling and why?

Definitely Instagram—still cracking the code for TikTok. Ultimately, Gen Zers are the trendsetters and determine what’s next. Something can come and go overnight so we have to be quick to pivot, adapt and execute. We can plan all we want but our best performing posts often tend to be non-product focused ones. If we had a Meltdown post planned on a day where the world actually needs more empathy and love, we’ll swap it for a journal prompt post or check-in.

What advice do you have for brands that want to start selling on social media?

Make a list of brands that you love and dig deep into the “why.” For Blume, the core criterion for selling on social is based on value; we focus our marketing on educational content about our products and brand, community building through UGC campaigns and partnerships, and aesthetic shareable graphics.

Also, GET. ON. TIKTOK. Whether to start your brand page or just to get in touch with Gen Z culture, it’s worthwhile I promise you. Here are three easy things you can start right away: write copy like a human (not a robot), have fun with emojis, and start following people to bring eyes to your page!

Selling on Social 101: How Blume Markets and Sells to a Gen Z Audience
Fllow Blume on TikTok here.

For Blume, the core criterion for selling on social is based on value; we focus our marketing on educational content about our products and brand, community building through UGC campaigns and partnerships, and aesthetic shareable graphics.

Personally, I follow Gen Z brands that I admire, read lots of Glossy and Beauty Independent, and ask our awesome Influencer, Lead Eman, for the 411 on what’s cool and what’s not. I also used to scroll TikTok for 4 hours a day (lol) for simultaneous entertainment and market research.

What’s your favorite Blume product and why?

I’d like to say Meltdown because that’s everyone’s #1 and I’ve had a lot of stress acne through 2020, BUT my runner-up is definitely Hug Me, our natural deodorant. Random fact: the probiotics, our secret ingredient, has adapted to my body so well I hardly need deodorant anymore. It’s also unscented so I recommend it to EVERYONE. I might be biased but these two are also my faves because their names are so fun to play with when copywriting. 👋

Thanks for Bluming with us, Buffer friends! ❤️


We hope this interview with Janice helps you get started with or double down on your social media efforts. You can follow Blume on Instagram here!

Have any questions for Janice? Feel free to reply with your questions to the Twitter post below and Janice or someone from the Buffer team will get to them as soon as possible.

https://buffer.com/resources/how-blume-markets-and-sells-to-a-gen-z-audience/

Google Outlines New Deal to Pay French Publishers for Use of Their Content

Google has announced a new deal to share revenue with French publishers while avoiding more complex regulation on the same.

https://www.socialmediatoday.com/news/google-outlines-new-deal-to-pay-french-publishers-for-use-of-their-content/593761/

Facebook’s New, Independent Oversight Board Will Make Final Ruling on Decision to Ban Trump

Facebook has referred its decision to ban the account of former US President Donald Trump to its recently activated Oversight Board.

https://www.socialmediatoday.com/news/facebooks-new-independent-oversight-board-will-make-final-ruling-on-decis/593759/

Buyer Personas Demystified [Infographic]

Effective buyer personas can enhance the focus of your campaigns, and improve your results. Check out these tips.

https://www.socialmediatoday.com/news/buyer-personas-demystified-infographic/593681/

A Quick Guide to SEO for Non-Profits [Infographic]

With COVID-19 pushing most professionals and consumers into their home offices, being found online via SEO for non-profits is paramount.

https://www.socialmediatoday.com/news/a-quick-guide-to-seo-for-non-profits-infographic/593679/

Lessons from UGC in 2020 – and How it Can Help You in 2021

From building communities to cementing customer trust in uncertain times, UGC can play a key role in your 2021 digital strategy.

https://www.socialmediatoday.com/news/lessons-from-ugc-in-2020-and-how-it-can-help-you-in-2021/593678/

Pinterest Tests New Stories Panel at the Top of User Feeds

Pinterest is testing out a new panel of Story Pins on the main home screen, aligning with the broader Stories trend.

https://www.socialmediatoday.com/news/pinterest-tests-new-stories-panel-at-the-top-of-user-feeds/593677/

Facebook Launches Updated ‘Account Quality’ Dashboard to Help Businesses Address Concerns

Facebook is adding a new dashboard to help businesses keep track of any suspended ads or impacted posts as a result of rule violations.

https://www.socialmediatoday.com/news/facebook-launches-updated-account-quality-dashboard-to-help-businesses-ad/593676/

Shutterstock Outlines Emerging Visual Trends for 2021 [Infographic]

Image-hosting platform Shutterstock has outlined its listing of creative trends for 2021, based on search behaviors on its platform.

https://www.socialmediatoday.com/news/shutterstock-outlines-emerging-visual-trends-for-2021-infographic/593621/

10 Social Media Trends That Every Marketer Should Know in 2021 [Infographic]

Stay in touch with the key social media trends of the coming year with this overview.

https://www.socialmediatoday.com/news/10-social-media-trends-that-every-marketer-should-know-in-2021-infographic/593528/

Facebook Updates its Automated Alt Text Process to Identify More Objects Within Posted Images

Facebook has announced a significant update to its Automatic Alt Text process for posted images.

https://www.socialmediatoday.com/news/facebook-updates-its-automated-alt-text-process-to-identify-more-objects-wi/593606/

More Nations Look to Implement Regional Laws to Manage the Influence of Online Platforms

Will digital platforms face increased regulation, and operating restrictions, in 2021? Increasing calls for change are putting pressure on the existing industry frameworks.

https://www.socialmediatoday.com/news/more-nations-look-to-implement-regional-laws-to-manage-the-influence-of-onl/593600/

Snapchat Shares Insights into Sports Engagement Among Users [Infographic]

Snapchat users are highly engaged with live sports, which could present new opportunities for marketers.

https://www.socialmediatoday.com/news/snapchat-shares-insights-into-sports-engagement-among-users-infographic/593595/

YouTube Outlines How ‘Shorts’ Views and Counted, and How They’ll Impact Channel Analytics

YouTube has provided some new insights into how its new 'Shorts' option will impact you channel analytics.

https://www.socialmediatoday.com/news/youtube-outlines-how-shorts-views-and-counted-and-how-theyll-impact-cha/593536/

TikTok Highlights SMBs That Excelled on the Platform in 2020 [Infographic]

Looking to add TikTok into your digital marketing mix? Get some inspiration from these brands.

https://www.socialmediatoday.com/news/tiktok-highlights-smbs-that-excelled-on-the-platform-in-2020-infographic/593529/

Pinterest Launches new ‘Dynamic Creative’ Automated Ad Targeting and Creation Process

Pinterest is launching a new, automated ad creation process, which will enable advertisers to better target the right audiences. But there could be a catch.

https://www.socialmediatoday.com/news/pinterest-launches-new-dynamic-creative-automated-ad-targeting-and-creati/593527/