Kutsatsa kwa Instagram kwa Glossier - Kuwunikiridwa ndi AI

Ngati mwapunthwa pano mukudabwa za zinsinsi za Glossier Cosmetic kuti mufike pamwamba, dzilimbikitseni. Mwatsala pang'ono kudziwa chilichonse chokhudza njira yawo yotsatsa pankhaniyi ya Glossier Cosmetics!

Wolemba mabuku, yomwe inakhazikitsidwa mu 2014 ndi Emily Weiss, ndi mkwiyo pakati pa millennials lero. Imapereka chisamaliro chakhungu chosavuta komanso chothandiza kwambiri komanso zopakapaka zokhala ndi zonyamula zoyera komanso za minimalistic.

Kuti muchitepo kanthu, mankhwala onse a Glossier amayesedwa ndi dermatologist ndikupangira mitundu yonse ya khungu.

Mtunduwu umalimbikitsa njira yake yolimbikitsira kukongola kwachilengedwe komanso kudzisamalira. Ili ndi lingaliro lomwe limayamikiridwa kwambiri mumakampani okongola masiku ano.

Glossier ndi mtundu wokongola wa digito, kutanthauza kuti idabadwa pa intaneti ndipo imagwira ntchito makamaka kudzera munjira zogulitsira za e-commerce.

Kutsatsa kodzikongoletsera pazama TV kumapereka ma brand omwe ali ndi nsanja yayikulu komanso mwayi wopanga mtundu miliyoni. Koma izi zikutanthauzanso kuti ali ndi ntchito yodula phokoso lonse.

Amachita izi potsatira zomwe zikuchitika ndikupanga zinthu zokopa zomwe zimakopa omvera awo nthawi yomweyo.

Njira ya Glossier pakupanga mtundu wa digito ndi kutsatsa ndipamwamba kwambiri, poganizira kuti ali ndi bizinesi yokongola m'manja mwawo.

Ngati mukuyang'ana china chake, musadandaule, takupezani. Nayi TL:DR yanu -

1. Pangani kulumikizana mwamphamvu ndi omvera anu
2. Gulitsani zinthu zanu mwapadera
3. Pangani zabwino za DTC
4. Gwiritsani ntchito malo ochezera a pa Intaneti mwanzeru
5. Pangani chithunzi chamtundu wokhudza

Kodi zonsezi zinayambira kuti?

Emily Weiss, woyambitsa Glossier, adayamba ulendo wake ngati blogger yokongola pomwe adayambitsa blog yopambana yotchedwa "Into The Gloss".

Adalumikizana ndi owerenga ake ndikupanga okonda okhulupirika omwe adamuthandiza kuyambitsa bizinesi yomwe adayamba mu 2014.

Pogwiritsa ntchito luso lake lakale lothandizira mafashoni ndi zomwe adakumana nazo, Weiss adagogomezera Glossier pa kuphweka, kudzisamalira, ndi kupititsa patsogolo kukongola kwachilengedwe m'malo momangoganizira za kusintha kwa maonekedwe a munthu.

Kenako adagwirizana ndi katswiri wamankhwala ku California kuti apange gulu lazinthu zoyamba za Glossier. Zina mwa zinthuzi zinali zothirira madzi ndi nkhungu ya kumaso, mankhwala amankhwala, ndi utoto wonyezimira wa pakhungu.

Masiku ano, ndi otsatira 2.8 miliyoni a Instagram komanso mtengo wa $ 1.2 biliyoni, kabukhu la Glossier lili ndi zodzoladzola zosankhidwa bwino komanso zosamalira khungu.

Ngakhale ndizochepa, Glossier imayang'ana kwambiri pazabwino kuposa kuchuluka. Zogulitsa za Glossier zimayambira pa zoyambira - zonyowetsa, zoyeretsa, ndi ma seramu, mpaka mawonekedwe osapanga-make-up, kuphatikiza milomo, mabala, ndi zobisala.

Zina mwazinthu zodziwika bwino za Glossier ndi gel wa eyebrow Boy Brow, Milky Jelly Cleanser, ndi Cloud Paint blush.

Glossier imaperekanso zonunkhiritsa, chisamaliro chathupi, ndi zinthu zina zokongola zomwe zimapangidwa kuti zikhale zosavuta kugwiritsa ntchito komanso zogwira mtima pakhungu lamitundu yonse. 

Nazi zina mwazinthu zodziwika komanso zowunikidwa bwino kwambiri:

1. Mnyamata Brow: Pomade wodzikongoletsa wa nsidze zomwe zimawonjezera voliyumu, tanthauzo, ndi kugwira.
2. Milky Jelly Cleanser: Nkhope yatsiku ndi tsiku ya pH imatsuka ndi mawonekedwe ngati odzola omwe amachotsa pang'onopang'ono zodzoladzola, litsiro, ndi mafuta.
3. Balm Dotcom: Khungu ndi mankhwala a milomo amitundu yambiri omwe amathira ndi kuteteza khungu louma, losweka, kapena lopsa.
4. Futuredew: Mafuta a seramu wosakanizidwa omwe amachititsa khungu kukhala ndi mame komanso amathandiza kuti madzi azikhala ndi madzi ndi chakudya.
5. Cloud Paint: Chotupitsa cha gel-kirimu chomwe chimasakanikirana mosasunthika pakhungu kuti chiwonekere mwachilengedwe.
6. Wotambasula Concealer: Chotchinga chotchinga chomangika mpaka chapakati chomwe chimawunikira mabwalo apansi pa maso ndikubisa zipsera.
7. Generation G: Lipstick yonyezimira, yonyezimira yomwe imapatsa milomo kupendekera pang'ono ndikuyika m'mphepete kuti iwonekere mwachilengedwe.
8. Ultralip: Kupaka milomo yonyezimira komwe kumapereka utoto wonyezimira komanso wowala.
9. Super Pure Serum: Seramu yokhala ndi niacinamide ndi zinc yomwe imathandiza kukhazika mtima pansi komanso kukhazika pansi khungu lomwe limakhala lokwiya kapena lokhala ndi zilema.
10. Body Hero Daily Perfecting Cream: Mafuta opatsa thanzi omwe amathandiza kuti khungu likhale losalala komanso lopatsa mphamvu.

Kodi mungaphunzire chiyani kuchokera ku Glossier Instagram Strategy?

Kupambana kwa Glossier kungabwere chifukwa cha njira zake zotsatsira, zomwe zapangitsa kuti makasitomala azikhala ndi otsatira okhulupirika.

Tiyeni tiwone zomwe mabizinesi angaphunzire kuchokera ku njira yotsatsira ya Glossier ya Instagram ndi momwe amagwiritsidwira ntchito popititsa patsogolo kukula kwa kampani yawo.

1. Pangani kulumikizana mwamphamvu ndi omvera anu

Zoonadi, sitepe yoyamba yomwe muyenera kuchita ndiyo pezani omvera anu omwe mukufuna. Kaya ndinu bizinesi yaying'ono kapena yayikulu, yang'anani kwambiri pakupanga gulu lolimba kudzera pawailesi yakanema komanso malingaliro ogula kuti mupange ndikusintha malonda ake.

Izi zimathandiza kupanga omvera okhulupirika komanso kulumikizana kwanu ndi makasitomala. Osati izi zokha, komanso makasitomala amadzimva kuti ndi ofunika komanso opatsidwa mphamvu pamene opanga kukongola akaganizira zomwe apanga ndikuyesera kukulitsa kukongola kwawo kwachilengedwe m'malo mongowauza zomwe agule kuti aziwoneka bwino.

Weiss adagwiritsa ntchito zidziwitso zake kuyambira masiku ake othandizira olemba ku Vogue kuti apange zokambirana zowonekera komanso zenizeni pakati pa ogula ndi mtundu.

Glossier amachezanso ndi omvera ake, osati poyankha ndemanga ndi mauthenga komanso kukonza zopatsa kapena zochitika komanso pofunsa mwachangu malingaliro a omvera ake ndikuwaphatikiza pakupanga.

2. Gulitsani zinthu zanu mwapadera

Chida cha siginecha cha Glossier ndi kununkhira kwake kotchedwa "Glossier You," komwe kwafotokozedwa ngati fungo labwino kwambiri lamunthu.

Amawonetsa zovuta zomwe amakumana nazo kukongola komwe amathetsa ndikupangitsa kuti ikhale malo ogulitsa. Izi zimayendera limodzi ndi kupanga danga la ndemanga zenizeni za ogula ndikupanga zabwino kwambiri.

Mwachitsanzo, pamene Glossier adabwera ndi chimodzi mwazinthu zomwe amagulitsa kwambiri - Milky Jelly Cleanser, adatsimikiza kuthokoza makasitomala omwe adapangitsa kuti malotowo akhale enieni.

Kulowa mu Gloss akulemba mu blog yawo, "Lero, ndife okondwa kwambiri kukudziwitsani za Glossier Milky Jelly Cleanser. Kupanga kwakhala kugwirira ntchito limodzi, kwenikweni (chaka chapitacho, tidakufunsani kuti mutero fotokozani maloto anu osambitsa nkhope, ndipo mwandipatsa zambiri))

3. Pangani zabwino za DTC

Chimodzi mwazinthu zazikulu zomwe Glossier adayamikiridwa ndi mtundu wabizinesi wolunjika kwa ogula (DTC), kutanthauza kuti amatha kupereka mitengo yampikisano komanso kuwongolera zomwe makasitomala amakumana nazo poyerekeza ndi ogulitsa njerwa ndi matope.

Amachita izi pogulitsa malonda awo mwachindunji kwa makasitomala awo m'malo modutsa ogulitsa kapena ogulitsa. 

Izi zimawathandiza kuti apange maubwenzi olimba ndi makasitomala awo kwinaku akutha kufufuza mozama za chiwerengero chawo ndi deta, kotero amawongolera ndikusintha zomwe amapereka.

Mtundu wa DTC wakhala wotchuka m'zaka zaposachedwa, ndi kukwera kwa digito pazamalonda, zomwe zimapindulitsa mafakitale osiyanasiyana, monga mafashoni, kukongola, chakudya, ndi katundu wapakhomo.

Ali ndi kupezeka kwamphamvu pa intaneti ndipo amayang'ana kwambiri popereka mwayi wogula mwamakonda kwa makasitomala awo. 

4. Gwiritsani ntchito malo ochezera a pa Intaneti mwanzeru

Imodzi mwa njira zazikulu zomwe zathandiza Glossier kutchuka ndi mawu apakamwa. Ndipo ndizo zonse chifukwa chokhala ndi ubale wolimba ndi ogula.

Otsatira awo okhulupirika adagwiritsa ntchito ma hashtag ngati #GlossierGirls zomwe zidawapangitsa kuzindikira mwachangu ndi anthu wamba komanso mitundu ina ya kukongola ndi magazini. Posachedwapa, #GlossierIRL ndi #glossierinthewild akusonkhanitsa chidwi komanso kuchitapo kanthu.

Imodzi mwa njira zawo zotsatsira bwino kwambiri ndikuti sayambitsa zinthu ndi "olimbikitsa ma TV."

mu kuyankhulana ndi Kara Swisher chifukwa cha podcast yake ya Recode Decode, Weiss adati, "Ku Glossier, zomwe takhala tikuchita nthawi zonse, kuyambira tisanakhazikitse, tsiku loyamba, ndikuti munthu aliyense ali ndi mphamvu."

Ichinso ndi chimodzi mwazifukwa zomwe zolemba zonse za Glossier's Instagram zimakhala zosewerera komanso zomveka zaumunthu, osati chilankhulo chogulitsa ndi malonda.

Yesani ndi mitu, koma khalani ogwirizana ndi zomwe mwalemba

Chinthu chimodzi chodziwikiratu chomwe Glossier wakhala akuchita, ndikuyesa mtundu wazinthu zomwe amatsitsa-kuchokera ku zopatsa, zolemba zazidziwitso zamalonda, ndi kumbuyo-pazithunzi, mpaka kumagwirizano, zolemba zama projekiti omwe akubwera, ndi ndemanga za ogula.

Kwa chaka chimodzi, Glossier adaphatikiza mitu ingapo m'makalata awo, monga Kusamalira Munthu (kuyeretsa, zonunkhiritsa, zonunkhiritsa, ndi zinthu zodzisamalira), komanso zokhudzana ndi zinthu zanyengo, kapangidwe kazinthu, ndi mphatso mu Retail.

M'miyezi yapitayi ya 3, Glossier adatsimikiza kukhalabe osasinthasintha chifukwa chotumiza tsiku ndi tsiku, kuphatikizapo zithunzi zonse zitatu, ma carousels, ndi mavidiyo pazakudya zawo.

5. Pangani chithunzi chamtundu wokhudzidwa

Mtundu wa pinki wodziwika bwino wa Glossier ndi kuyika kwapang'onopang'ono ndizinthu zina zokopa chidwi zomwe adapanga koyambirira. Siginecha ya pinki imapangitsa kuti zikhale zosavuta kuti aliyense azindikire Glossier.

Kuyika kwa minimalist komanso koyera kumapatsa makasitomala ndi ogula omwe angakhale okhutira ndi zokongola.

Ma logo, zithunzi, ndi mitundu yomwe amagwiritsidwa ntchito amapitilira kupanga chithunzi chamtunduwo. Gwiritsani ntchito mitundu yosavuta yosakanikirana bwino, ndipo anthu tsiku ndi tsiku adzawona mawonekedwe amtundu wanu pafupifupi chilichonse.

Yang'anirani omwe akupikisana nawo!

kugwiritsa Predis.ai, mutha kudziwa mozama machitidwe a mpikisano wanu. Mwachilengedwe, kusungitsa nthawi zomwe mumalemba zidzatsimikiziranso zomwe mukuchita.

Yesani ma analytics a Instagram kuti mupeze malipoti a nthawi yomwe mungapezere chidwi ndi omvera anu.

Komabe, kusanthula kwa mpikisano wa nthawi imodzi sikokwanira. Monga mukudziwira bwino, njira zomwe zili pazama TV zimasintha malinga ndi zomwe zikuchitika komanso mitu.

Pitilizani kuyang'ana mwezi uliwonse kuti mumvetsetse momwe mwezi uliwonse womwe wapangana umafananizira ndi mwezi wapitawo. Osayiwala kuyang'anitsitsa zomwe zidasintha!

Kuwukulunga iwo

Kupambana kwa malonda a Glossier pa Instagram kungabwere chifukwa cha zinthu zosiyanasiyana, kuphatikiza mtundu wake wamabizinesi mwachindunji kwa ogula, kuyang'ana kwambiri pa zomwe kasitomala amakumana nazo komanso kulumikizana kwanu, komanso kugwiritsa ntchito mwanzeru ma TV ndi maubwenzi olimbikitsa.

Woyambitsa mtunduwo, Emily Weiss, adathandizira luso lake pantchito yokongola, kuphatikiza kugwira ntchito ngati wothandizira mafashoni ndikuyendetsa blog yopambana yokongola yotchedwa "Into The Gloss."

Izi zidapangitsa kuti pakhale mtundu womwe umayang'ana kwambiri kuphweka, kudzisamalira, komanso kukulitsa kukongola kwachilengedwe. 

Zonse zikaganiziridwa, mabizinesi ambiri atha kuphunzira poyang'ana njira zotsatsira za Glossier!

Kuyambira kutsindika kukamba nkhani pa njira zotsatsira zachikhalidwe mpaka kuyika ndalama zambiri pakugwiritsa ntchito komanso kutanganidwa, pali mwayi wokulirapo ngati mukufuna kuti bizinesi yanu iwoneke bwino pampikisano!

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