Over a very short period, Glossier has shown the world what a well-operating community-engaging brand can grow to become. The direct-to-consumer (D2C) brand managed to be valued up to almost 400 million dollars in 4 years of its pursuit of the pinnacle of success.
One thing that the brand did not compromise whilst this growth was the needs of its customer. By setting up a benchmark for the future of community development, Glossier will be hailed for its commitment to its users. We shall now dive deeper into some of the ways used by Glossier to get its name worldwide.
One of the first steps taken by Glossier was to set up its social media presence across platforms." By creating a substantial amount of rented audience using the already existing base for the blogging account of the website "Into the Gloss, the brand managed to bring them all together.
This cultivation of its community was also boosted by its various social media marketing methods that govern today's online world. By hiring social media influencers, the brand made its presence across a wider audience to get clicks. Along with it, the brand also marketed itself as the people's brand by sharing positive feedback. User-generated content thus became one of their key marketing strategies.
From the first week alone, Glossier managed to bring in over 13k followers on Instagram. To complete this execution of bringing them together, Glossier made its own online community by leveraging this power.
Integrating social media platforms into their e-commerce setup helped them market their products using trendy ways of appealing to the audience. This incorporation was done seamlessly by providing links to their product page for further activities. By doing so, they managed to convert their rented audience into their own community.
Using their community, Glossier studied the needs and nots of their users and made changes to the product as per the market demands. This allowed them to keep their claims of not being the usual commercialised skincare brand.
The beauty and skin-care brand, thus, won the hearts of its users and managed to expand its brand name all across the globe effectively. Their instant success has and will also inspire many brands to adopt community-led growth in their brand development.
With time running fast, we at MainCross intend to help such hungry brands create a one-stop platform for their communities. Using our plethora of features, any brand will have the complete freedom to acclimate to the changing market.
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