Senior Manager of Social Media and Digital at Glossier
Posted: Sun Feb 16, 2025 5:40 am
6. Lean into your community
Good social content is created with your brand’s community in mind.
Look to your community for user-generated content to re-post on your own channels, and to inspire more videos. After all, 39% of consumers like to see real customer testimonials or demos (The Sprout Social Index). Tap your community for this content, and create a relationship with them as you do.
What makes this series so special is that line data it was spurred organically from our community—it was something they were already posting about.
Jamie Dinar
This is how Glossier’s “Dew it Yourself” series came to be. “What makes this series so special is that it was spurred organically from our community—it was something they were already posting about,” Jamie tells us. “So it was a good opportunity to build on it and make it our own.”
She continued, “We tried to reframe the conversation around beauty, offering our platform to the people using our products to tell their stories, rather than having it come from the brand. Ultimately, we didn’t want to tell them how to use their products—it was their story to tell.”
7. Leverage content that humanizes your brand
From embracing lo-fi authenticity to featuring real employees, short-form video is a powerful tool for humanizing your brand.
One way Glossier does this in their TikTok and Reels content is by featuring employees and their HQ. As Jamie told us, “We have a meet the team series where we ask our store associates, who we call editors, to say their name and share their favorite Glossier product, which has been really useful in reinforcing product discovery.”
Another way they do this is by leaning into humor. “Sometimes we’ll do silly dances if it makes sense. We’ll quiz people in line during our store openings.”
Good social content is created with your brand’s community in mind.
Look to your community for user-generated content to re-post on your own channels, and to inspire more videos. After all, 39% of consumers like to see real customer testimonials or demos (The Sprout Social Index). Tap your community for this content, and create a relationship with them as you do.
What makes this series so special is that line data it was spurred organically from our community—it was something they were already posting about.
Jamie Dinar
This is how Glossier’s “Dew it Yourself” series came to be. “What makes this series so special is that it was spurred organically from our community—it was something they were already posting about,” Jamie tells us. “So it was a good opportunity to build on it and make it our own.”
She continued, “We tried to reframe the conversation around beauty, offering our platform to the people using our products to tell their stories, rather than having it come from the brand. Ultimately, we didn’t want to tell them how to use their products—it was their story to tell.”
7. Leverage content that humanizes your brand
From embracing lo-fi authenticity to featuring real employees, short-form video is a powerful tool for humanizing your brand.
One way Glossier does this in their TikTok and Reels content is by featuring employees and their HQ. As Jamie told us, “We have a meet the team series where we ask our store associates, who we call editors, to say their name and share their favorite Glossier product, which has been really useful in reinforcing product discovery.”
Another way they do this is by leaning into humor. “Sometimes we’ll do silly dances if it makes sense. We’ll quiz people in line during our store openings.”