Polly Barnfield shows how Barry M Cosmetics used Instagram collaborations with Superdrug and Sephora to boost reach during festival season. The brand tagged partners, used hashtags like #instantnails and #crueltyfree, then tracked performance through Instagram Insights to measure engagement and adjust content.
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Today we're looking at how to use collaborations to drive engagement on social media. This is Barry M Cosmetics or a world renowned cosmetic brand and they're really well known for their bright colors as well as lots of pastels. In particular their nails and their eye makeup. Now one of the things these Instagram for is obviously to get people to shop with them and to get people buy directly or indeed through any of their partner stores. And what they've done here is they've done a collaboration. So obviously we're going into festival season so people are starting to get into that festival vibe thinking about and all the big festivals coming up. And a lot of people like to get very colorful during festival season and Barry M is a great brand for color. So what they've done here is they've done last minute festival nails and then tagged in the brand is the go to so blacklisted and here they've got the lady who's wearing so wears style moving mad 9.99 available at barrym.com and online and the Titan, Superdrug and Sephora. So basically what this is is this is the person who represents at blacklisted and she has got the, she has got the incredible nails on. I mean she looks absolutely incredible. She's got the nails on and I think what they are is they're the instant nails. She's got them on, she's saying that and then the been updated with the color which is this one, which is the barium one and then it is the, they've tagged in superdrug and the tagged in supporter which are the two brands where you can actually get them. So the idea is that it's festival nails which links directly back with the brand. Then you've got the them obviously collaborating with these two brands here if you like and then you've got where you can actually buy everything. So it's almost like a call to action. So that's these two. So literally it's all about tagging and then you've got the hashtags as well. So you've got the main hashtag which obviously the brand here. Then you've got instant nails, you've got cruelty free and then vegan. So anybody who is looking for cruelty free vegan products is going to find them using these hashtags and that's going to attract brand new people to barium and equally to all of these. So it is, it's all about collaboration to boost engagement and traffic for all parties. Now if I was Barry M. One of the things I'd want to do is to make sure that I was on top of how social media was performing for me. So I would go to maybe tech and go to Insight Summary and here I can see at a glance a very kind of like quick report or they can go in to do a full report in here but in this report they can see how many followers they've got across all of their channels, how many posts they've done, the number of engagements they've been getting per post, the number posts per day, a number of engagements per day. They can view their best post and they could even go back into their calendar and start rescheduling from there off the back of understanding their insights. And it just means that if they were say going into a meeting or something like that, they can take a really quick snapshot and understand okay at a glance if it's working for them. Now as always, if you've got any questions at all, click on the little blue button. We'd love to help.
