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Promoting on Social 101: How Blume Markets and Sells to a Gen Z Viewers

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Because the buying power of Gen Z grows, entrepreneurs at companies of all sizes are trying to find novel methods to attach with this viewers and construct lasting buyer relationships.

It’s going to come as no shock that social media platforms are of the very best methods to attach with this era — which incorporates as we speak’s youngsters and people of their early 20’s. However advertising to Gen Zers means rather more than merely posting fairly photos and memes.

So what does it take to face out and join with this helpful viewers in 2021?

One model that has mastered the artwork of promoting to Gen Z is Blume, a fast-growing pores and skin, physique, and interval care model on a mission to interrupt boundaries and smash taboos.

On this interview, you may hear immediately from Janice Cheng, Model and Group Supervisor at Blume, and you will be taught:

  • Easy methods to construct a model that connects with Gen Z
  • Easy methods to market and promote on social media
  • The important thing to understanding Gen Z’s preferences on social media
  • Profitable methods to make use of when advertising to Gen Z

This publish is a part of the #BufferBrandSpotlight, a Buffer Social Media sequence that shines a highlight on the individuals which are serving to construct exceptional manufacturers by social media, group constructing, content material creation, and model storytelling.

This sequence was born on Instagram tales, which implies you’ll be able to watch the unique interview in our Highlights discovered on our @buffer Instagram profile.


Inform us extra about you! What’s Blume all about and what’s your function there?

My identify is Janice and I’m primarily based in Vancouver! I’m the Model Supervisor at Blume—a fast-growing pores and skin, physique, and interval care model on a mission to interrupt boundaries and smash taboos. I joined the workforce again in June 2019 because the third rent and EA to our founders Taran & Bunny. Now, I’ve been on this Model function for nearly 9 months.

Why do you assume your Gen Z viewers connects along with your model?

Gen Zers are acutely aware (sensible) shoppers and probably the most linked era ever. Rising up with social media, they need transparency, group, and search for manufacturers that align with their values. I believe Blume checks off all these packing containers in a extremely real means! Since day one, we’ve been extra than simply our merchandise. Blume is breaking stigma by having conversations about extraordinarily regular, but nonetheless taboo subjects, like pimples, puberty, durations, and intercourse ed. As I’m positive most of us know, these are “points” that carry effectively into maturity, so quite a lot of our viewers are millennials as effectively.

Gen Zers are acutely aware (sensible) shoppers and probably the most linked era ever. Rising up with social media, they need transparency, group, and search for manufacturers that align with their values.

We’re additionally a model that cares. We launched the thestatesofsexed.com, Future World Shapers Award (created for Gen Z change-makers), and customarily produce participating and shareable content material. Extra importantly, we prioritize utilizing our platform to amplify the voices of our group and communicate up on points vital to us; this consists of local weather change, the Black Lives Matter motion, and even our pandemic response. Our viewers teaches us loads, and greater than something, they’re our associates! That is all translated by our model voice cohesively throughout all channels.

Inform us a couple of latest social media marketing campaign. What made it so profitable?

We’re solely about 2.5 years outdated however considered one of my fave moments was our in-house Blume Celebrates Skin marketing campaign (a marketing campaign targeted on being assured in our personal pores and skin is undefined and unrestricted by our bodily appearances or the bumps and blemishes on our pores and skin). We have been solely about 5 individuals then (half of our workforce now) and it was a lot enjoyable as a result of it got here from our hearts. Rapidly and organically, it grabbed the eye of Allure and Daily Mail UK. Generally metrics are tough with these sorts of campaigns. Say somebody comes throughout this marketing campaign and finds new energy and bravado of their pure pores and skin. Though can’t quantify emotions, the critiques and buyer testimonials are invaluable to our workforce.

Instagram publish discovered here.

BUT! Meltdown (our best-selling pimples remedy) continues to be our prime group favourite and campaigns like Have a good time Pores and skin reinforce that. In the end, our social media aim is to extend engagement, and this marketing campaign achieved that for us. We’re about to have a few of our greatest campaigns this new 12 months! So keep tuned.

The place do you discover inspiration for Blume’s social media content material?

Just lately, loads on TikTok (clearly), group pages like Girlboss, and in addition meme pages. We’ve got an #inspo Slack channel the place we share issues we see on our feeds and Discover pages and what’s circulating in our personal buddy’s teams! Professional tip: begin an #inspo channel whether or not only for your self or along with your workforce.

How does Blume leverage user-generated content material to attach with its Gen Z viewers?

Group is core to all we do. Past our merchandise, for us, it’s about including worth to Gen Z, and user-generated content material (UGC) is a big a part of that. Utilizing UGC is extra impactful than utilizing conventional fashions or life-style photographs as a result of UGC is by precise individuals in our group—reflecting a spread of actual pores and skin. It is the easiest way to narrate to this viewers!

Utilizing UGC is extra impactful than utilizing conventional fashions or life-style photographs as a result of UGC is by precise individuals in our group—reflecting a spread of actual pores and skin.

Additionally, Gen Zers are so inventive as a result of producing content material is second nature to them so partnerships collectively are so enjoyable. I like wanting by our tagged posts each week and seeing individuals embrace their shelfies and pure pores and skin. We give them full inventive freedom! So fairly than believing what now we have to say about our merchandise, you need to imagine our group by UGC, their captions, critiques, and experiences.

Instagram publish discovered here.

How does Blume embed UGC, buyer testimonials, and critiques throughout all its advertising channels?

We’ve got an unbelievable tiny workforce of two that retains the remainder of the workforce, particularly advertising, updated with all inquiries, developments, and themes of the week. For instance, our Meltdown earlier than & after shave has at all times been extremely efficient for us as a result of a photograph equals a thousand phrases.

In skincare, particularly clear magnificence care, it is actually vital for us to highlight the effectiveness of the product and the way our merchandise really work. We’ll use earlier than/after images and different UGC in advertisements, Instagram story options, and e-mail newsletters. With permission, in fact.

On a daily week, we attempt to publish UGC and/or testimonials about 3-4x on our social media channels.

In skincare, particularly clear magnificence care, it is actually vital for us to highlight the effectiveness of the product and the way our merchandise really work.

What are Blume’s most profitable social platforms for promoting and why?

Undoubtedly Instagram—nonetheless cracking the code for TikTok. In the end, Gen Zers are the trendsetters and decide what’s subsequent. One thing can come and go in a single day so now we have to be fast to pivot, adapt and execute. We will plan all we would like however our greatest performing posts typically are typically non-product targeted ones. If we had a Meltdown publish deliberate on a day the place the world really wants extra empathy and love, we’ll swap it for a journal immediate publish or check-in.

What recommendation do you’ve gotten for manufacturers that need to begin promoting on social media?

Make a listing of manufacturers that you simply love and dig deep into the “why.” For Blume, the core criterion for promoting on social relies on worth; we focus our advertising on academic content material about our merchandise and model, group constructing by UGC campaigns and partnerships, and aesthetic shareable graphics.

Additionally, GET. ON. TIKTOK. Whether or not to start out your model web page or simply to get in contact with Gen Z tradition, it’s worthwhile I promise you. Listed below are three simple issues you can begin instantly: write copy like a human (not a robotic), have enjoyable with emojis, and begin following individuals to carry eyes to your web page!

Fllow Blume on TikTok here.

For Blume, the core criterion for promoting on social relies on worth; we focus our advertising on academic content material about our merchandise and model, group constructing by UGC campaigns and partnerships, and aesthetic shareable graphics.

Personally, I comply with Gen Z manufacturers that I like, learn a number of Shiny and Magnificence Unbiased, and ask our superior Influencer, Lead Eman, for the 411 on what’s cool and what’s not. I additionally used to scroll TikTok for 4 hours a day (lol) for simultaneous leisure and market analysis.

What’s your favourite Blume product and why?

I’d wish to say Meltdown as a result of that’s everybody’s #1 and I’ve had quite a lot of stress pimples by 2020, BUT my runner-up is certainly Hug Me, our pure deodorant. Random truth: the probiotics, our secret ingredient, has tailored to my physique so effectively I hardly want deodorant anymore. It’s additionally unscented so I like to recommend it to EVERYONE. I is perhaps biased however these two are additionally my faves as a result of their names are so enjoyable to play with when copywriting. ?

Thanks for Bluming with us, Buffer associates! ❤️


We hope this interview with Janice helps you get began with or double down in your social media efforts. You’ll be able to comply with Blume on Instagram here!

Have any questions for Janice? Be at liberty to answer along with your inquiries to the Twitter publish beneath and Janice or somebody from the Buffer workforce will get to them as quickly as potential.