Why new social platforms don’t always pan out for beauty brands

The 20% Rule of testing:

“If you aren’t investing at least 1/5th of your energies (into untested means), you’ll never outpace the competition.”

Our SVP & GM of January Consulting, Tierney Wilson, joined the conversation with Vogue Business’ Daniela Morosini on how beauty brands are exploring the potential of new social apps, including Threads.

As brands weigh the opportunity of early adoption with the challenges of measurement and content resources, Tierney outlines key considerations:

- Communicate with less formality as Threads is beginning to develop its own ecosystem with more casual and playful posting.
- When a new platform emerges, moving quickly to test can offer a competitive advantage, as long as you’ve weighed the resources needed to execute it effectively.
- Look at brand growth and engagement metrics over reach as you test into a new platform.
- Make sure your internal stakeholders are educated so they understand what the purpose of each platform is to drive faster internal adoption and success.

To learn more about testing strategies with Threads, Lemon8, and other new social platforms, and see how innovative brands like Supergoop!, RMS Beauty and Urban Skin Rx are exploring the platform, check out the full article here.