When it comes to Instagram and Pinterest, what is most important to your brand?
Instagram is more important for us at the moment. We find that our followers want to have a conversation about skincare in the comments, and hear from us in videos and stories. Informative videos perform the best, as well as our swipe ups.
Also, we get a lot of UGC in stories and like to share those on our account.
How has PLANOLY been an asset to your Instagram?
At the highest value, it allows us to layout our posts and stories to understand the aesthetic of the visuals adjacent to each other before they are posted. And of course, being able to schedule our posts is a huge time saver.
What is the biggest learning from PLANOLY? How has that impacted your Instagram?
Listening to our audience, finding out what’s best for our channel, and being able to create content that fits within our brand guidelines have all hugely impacted our Instagram. We tend to focus on one specific product a month and coordinate our content strategy with the season or trends in the Instagram world at the moment. This approach has been a great way to keep our engagement strong with our follower base.
For example, we started promoting my book, “Glow From Within,” around October on both accounts—@JVSkincare and my personal Instagram. We’ve done a weekly contest for fans to win a $500 gift card when they email a copy of their pre-order receipt. We’ve also shared some teasers giving a little insight of what’s inside the book, shared multiple stories where fans can add a countdown to the release date, a sneak peek of how to make some of my DIY recipes, and my best beauty tips for a healthier regimen.
In January, we sent out an influencer mailer to help spread the word to their followers. We also hosted two book launch parties in NYC and LA, where guests could experience the book for the first time, shop some of my masks and check out our upcoming launch, Magic Glow Wand. We shared behind the scenes of both events on stories and in-feed posts.