Frequent contests, reviews of cosmetics and perfumes and, oh god, prices in posts!
They conquered their native Yekaterinburg and moved on.
What do we need to know?
Golden Apple is a chain of perfumery supermarkets where you can find not only perfume, but also all kinds of cosmetic products from world brands.
The company conquers new cities, has its own online store and actively maintains social networks Tik-Tok, YouTube, VKontakte. But today we will focus on Instagram.
Golden Apple Instagram – Assortment reviews, humor and simple presentation. The concept of such a stylish girlfriend who will joke, prompt, and go shopping together.
It’s not just an online directory on Instagram. This is content after which you want to run to an offline store and personally touch a new tube or listen to a perfume.
One gets the feeling that the brand can afford to post any content. Even not very high quality funny pictures. The main motto is relevance.
Profile header: everything is clear and understandable. Answers the questions “who?” “Where?”, Plus a link to all related services and online ordering.
In Highlights, everything is clear – the signatures are in the window itself, nothing distracts and no questions arise.
Announcement of sales and promotions, contests, reviews, funny creative videos, some memes, beauty novelties, games with subscribers, video reviews.
To summarize the whole thing, all types of content are present:
- selling (description of cosmetics and perfumes with prices, discounts and promotions);
- involving or entertaining (contests, sweepstakes, memes);
Notice how the Golden Apple connects different types of content across posts. In the last example, an informational message is combined with an entertaining one (author’s meme).
And here is a combo at once: informational – we learn about cosmetics, involving – we ask a question about the brand selling – we can read the answers to the questions or want to try the brand on ourselves.
Bottom line: they found out about the brand, asked in the comments, received an answer and, possibly, bought the product.
But it’s not just text content that matters to us. Instagram is about visuals. Especially when it comes to a beauty supermarket account.
What can you say about the account feed? It is versatile. There is no single color scheme, but it looks harmonious. The case when there is value and interest both in individual posts and in the entire feed.
Moreover, there is no littering and adjacent frames of the same angle.
Enough air and space. And the font. He is the same everywhere and his own! This is a very important nuance.
The ribbon visual is not united by color, but by a single design and presentation. In this case, these are graphic elements in the photo / picture and your own font.
Everything is simple and tasteful.
Scroll the tape a little lower so as not to be unfounded. And everything that is written above is also suitable here. Product close-ups, minimalism, product layouts, funny videos and captions, portraits and faces, “product in action” videos, minimalistic pictures.
Everyone uses it. And that’s cool.
The Golden Apple can afford slightly provocative or even shocking content. They do everything to attract the audience and speak the same language. And for example soap SOOQA speaks only the language of self-irony and humor.
What’s happening in Stories? At the time of this writing, I can distinguish several types:
- video review of a discounted product;
- questions to the makeup artist (we connect the touch of the stickers and interaction with the audience);
- usefulness from experts;
- news announcements with a demonstration video;
Stories is a tool for communicating with the audience. Using touches, stickers, questionnaires or simple reactions.
But what language does Golden Apple speak to its audience on Instagram? The audience is active – clarifying questions, laughter, admiration for the perfumery supermarket and products. The account often counters on the “vitality” of certain things. He tries to be closer to subscribers and he succeeds.
In posts, an engaging question is asked and most of the people actively respond and express an opinion. And the community manager is actively responding and keeping in touch.
The Golden Apple needs Instagram to keep in touch with the audience, attract new customers both to offline stores and online through an application or website.
They convey sophistication and lightness, humor and a conscious approach to beauty. Golden Apple’s commentary speaks for itself.