13 Apr How 4 Wellness Brands Use Instagram to Build Community for Women
The brands that get it, get it. In the marketing industry we often hear the phrase “consumer-first” marketing, which is an approach that businesses use to keep their customers top of mind and at the center of everything they do. But what happens when traditional marketing and social media collide?
Once social media marketing came around, we began hearing phrases like “community-first” social media marketing. This is a similar approach to consumer-first, but community-first is important to consider when building out a social media strategy that’s meant to fuel brand growth and build long-term relationships with customers.
In social media, a community-first marketing approach revolves around a brand’s direct contact with its community. It is executed by developing a relationship with your audiences using data, human interaction, and social listening. With a deep understanding of your audience’s interests, goals, and challenges you can tailor your social strategy to provide value throughout every stage of their consumer journey.
Check out these four women-owned brands that have successfully adopted a community-first approach to building an Instagram community of brand advocates.
Mielle Organics
Mielle Organics is a natural hair care brand that leverages the power of UGC by spotlighting their customers, whether it be through resharing unboxing videos, product hauls or before and after photos, Mielle Organics content mix prioritizes making their customer feel like they’re a part of a community. The brand also adds value to their audience’s scroll by educating their audience on products benefits, and frequently sharing information on where to find new products and tutorials on how to use them.
Examples:
View this post on Instagram
View this post on Instagram
View this post on Instagram
Cocokind
Cocokind is a clean skincare brand that prides themselves on brand transparency, helping their community make educated choices and upholding their sustainability commitments. By carefully outlining their core values, the brand has stayed true to sharing content that reflects their brand values and the values that are most important to their audience.
Examples:
View this post on Instagram
View this post on Instagram
View this post on Instagram
View this post on Instagram
Honey Pot
Honey Pot is a feminine care brand that uses edutainment (a blend of entertainment and education) to make the brand more approachable, inclusive, human, and fun. Honey Pot’s strategy has helped the brand cultivate a safe space for their community to hold conversations that are traditionally taboo, while also ensuring their audience is equipped with valuable knowledge to inform their purchasing decisions.
Examples:
View this post on Instagram
View this post on Instagram
View this post on Instagram
View this post on Instagram
Thinx
Thinx is an underwear brand that aims to push body positivity and comfortable menstruation for women. With a mission that goes beyond selling products, the brand strives to use their Instagram presence to create a safe, supportive environment, where information can be freely shared, and robust conversations can take place.
Examples:
View this post on Instagram
View this post on Instagram
View this post on Instagram
View this post on Instagram
Are you interested in learning more about how your brand can take a community-first approach to fuel brand growth and engagement? Here are a few takeaways to get started.
- Focus on providing value to your community, and not just making the sale.
- Help your community make the best decisions by educating them.
- Listen to what your community is saying whether online, on social media, or in person.
- Go beyond providing a convenient experience to an enjoyable experience.
