Week 2 – 9/18-9/24
Looking at Glossier’s TikTok account, I saw that they do a lot of product reviews and recommendations for different products based on trends or popular media. For example, this video is recommending Glossier lip products for a specific lyric in a Taylor Swift song, while using the song in the background of the video to give context. The account is also quick at responding to comments and questions by customers in the comments, even giving recommendations and directing customers to their email when it’s something that they can’t always answer through social media. From this screenshot and other comments on their account, they seem to be very positive and upbeat when responding to comments, usually adding emojis and hearts when receiving a comment about a customer enjoying one of their products. While many brands on social media just seem to post and then not look at the account until they have to post again, Glossier takes the time to respond to comments and engage with customers. They likely want to use this to encourage others to use their products, because they have a good reputation with those who already buy their products.
