Tarte Cosmetics Content Creation Strategy Report
Current Content Analysis:
Facebook: Tarte focuses on mature women, often posting about new products and promotions. Engagement is low, with minimal interaction in the comments.
Instagram: Active with frequent posts showcasing products, tutorials, influencer partnerships, and brand trips. High engagement with likes and comments.
X (formerly Twitter): Inactive since 2020. Misses out on engaging with makeup and skincare communities active on the platform.
Competitor Analysis
Competitors:
Glossier:
Strong Channels: Instagram and Twitter
Content Creation: User-generated content, tutorials, Q&As, and engaging polls.
Gaps: Limited use of long-form content like blogs or detailed product reviews on LinkedIn.
Fenty Beauty:
Strong Channels: Instagram and Facebook
Content Creation: Influencer partnerships, behind-the-scenes content, giveaways, and interactive stories.
Gaps: Less emphasis on professional networks like LinkedIn.
Opportunities for Tarte:
Leverage LinkedIn for professional content and brand storytelling.
Enhance engagement on Facebook with interactive content and community building.
Revive and utilize X for real-time engagement and trend participation.
Metrics for Analysis
Current Metrics:
Reactions: Likes, shares, and retweets.
Engagement: Comments, replies, and direct messages.
Reach: Impressions and follower growth.
Conversion: Click-through rates and sales generated from social media.
Evaluation:
Facebook: Low engagement needs improvement in interaction and community building.
Instagram: High engagement but risks content fatigue, needs diverse content strategies.
X: Inactive, needs a revival strategy to tap into the active makeup and skincare communities.
Proposed Content Ideas
Chosen Platforms: Facebook, LinkedIn, X
Content Ideas:
Facebook:
Polls and Questions: Engage the audience by asking about their favorite products or preferences.
User-Generated Content: Share content from customers using Tarte products.
Behind-the-Scenes: Post content showcasing product development, team stories, and brand culture.
LinkedIn:
Founder Stories: Share Maureen Kelly’s journey and the brand’s evolution.
Product Innovation: Articles on the science and innovation behind Tarte’s products.
Industry Trends: Insights into beauty industry trends and Tarte’s position within it.
X:
Polls and Hashtags: Engage with trending hashtags and conduct polls to gather customer preferences.
Real-Time Engagement: Live tweet events, product launches, and Q&A sessions.
Influencer Collaborations: Share tweets from influencers and engage in conversations.
Sample Updates and Mock-Ups:
Facebook:
Content Topic: Which Tarte product can you not live without?
Caption: “Which Tarte Products Can You Not Live Without?
Here is ours:
Tarte Shape Tape
Tarte Maracuja Lip Oil
Tartelette XL Tubing Mascara
Leave your list in the comments below! #TarteFavorites”
Metrics: Comments, reactions, shares.
User-Generated Content:
Caption: "We love seeing your #TarteLooks! Tag us for a chance to be featured. "
Metrics: User tags, shares, comments.
Behind-the-Scenes:
Caption: "Ever wondered how your favorite products are made? Check out our behind-the-scenes look at Tarte HQ! #TarteBehindTheScenes"
Metrics: Reactions, shares, comments.
LinkedIn:
Founder Story:
Caption: "From a one-bedroom apartment to a global brand, Maureen Kelly’s journey is truly inspiring. Read more about the heart behind Tarte Cosmetics. [Link to blog post] #TarteStory"
Metrics: Reactions, shares, comments, link clicks.
Product Innovation:
Caption: "At Tarte, we believe in ‘good-for-you’ products. Discover the innovation behind our latest skincare line. [Link to blog post] #TarteInnovation"
Metrics: Reactions, shares, comments, link clicks.
Industry Trends:
X:
Poll:
Caption: "What’s your go-to Tarte product for a flawless look? Vote below! #TartePoll"
Metrics: Votes, retweets, comments.
Real-Time Engagement:
Caption: "We’re live-tweeting our latest product launch event! Join us for exclusive behind-the-scenes updates. #TarteLive"
Metrics: Retweets, comments, likes.
Influencer Collaboration:
"Loved this look by @adelainemorin! What’s your favorite Tarte product she used? #TarteCollab"
Metrics: Retweets, comments, likes.
Conclusion
Implementing these content strategies across Facebook, LinkedIn, and X will help Tarte Cosmetics create more brand awareness, establish new relationships, emphasize its brand voice, and grow its online community. Regular analysis of engagement metrics will ensure continuous improvement and adaptability to the ever-changing social media landscape.
