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BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY1
BEAUTYCOUNTER
SOCIAL MEDIAGUIDEBOOK
2BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
WELL, HELLOTHE GOAL OF THIS SOCIAL MEDIA GUIDEBOOK SERIES IS TO HELP YOU EXPAND
YOUR SOCIAL MEDIA EFFORTS AS YOU GROW YOUR #BUSINESSOFCLEAN.
Here, in Volume One, we’ll take you through the process of understanding the power of social media.
We’ll explain the different social channels (and why you might want to use them). We’ll dive into examples of
building a simple strategy and strong profiles while fostering authentic content through compelling storytelling.
Sounds like a lot—but we’re here to make it easy.
xo,
Beautycounter Social Media Team
3BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY4
TABLE OF CONTENTS
LET’S GET STA RTEDHow Social Media Helps Support Your Lifestyle
The Power of Social Media 6
5 Reasons to Use Social Media 7
A Simple Strategy Checklist 8
So, Who Am I “Sharing” With? 9
Social Channels: Meet the Big Three 10
Should I Switch to Instagram? 11
Instagram Profile Checklist 12
Facebook Profile Checklist 13
Twitter Profile Checklist 14
BR E A K ING DOW N TH E BIG TH R EEInstagram, Facebook, and Twitter
Instagram Capabilities 16
Instagram Capabilities: Posts 17
Inatagram Capabilities: Direct 18
Instagram Capabilities: Stories 19
Instagram Capabilities: IGTV 23
Instagram Capabilities: Live 24
Facebook Capabilities 25
Facebook Capabilities: Posts 26
Facebook Capabilities: Events 27
Facebook Capabilities: Live 28
Facebook Capabilities: Groups 29
Facebook Capabilities: Messenger 30
Twitter Capabilities 31
Twitter Capabilities: Tweets 32
Twitter Capabilities: Pinned 33
A L L A BOU T TH E CON TEN TWhat, Where, How, and Why
What Content Should I Share? 35
When Should I Share? 36
Know What to Say 37
Get Creative 39
Tell Meaningful Stories 40
Include a CTA (Call-to-Action) 41
#Hashtags 42
Copy Length is Key 43
Share Buzzworthy Content 44
Share Like-Minded Content 45
Tagging Locations 46
Pop-Up Events are Content 47
Engage with Your Audience 48
Listen to Your Audience 49
Basic Design Principles 50
Social Media Do’s and Don’ts 51
Video Content is Key 52
A PPEN DI X
Our Brand Themes 54
Beautycounter Social
Media Guidelines 55
Social Media Terminology 56
Social Media Voice 59
Beautycounter Key Facts 60
Managing Social Media Comments 61
#Hashtags Part Two 62
Content Specifications: Characters 63
Content Specifications: Photos 64
Content Specifications: Videos 67
LET’S GET STARTEDSo, what exactly is social media, and how will it help my personal business?
6BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
THE POWER OF SOCIAL MEDIA
No Change37.8
Less Likely3.8
More Likely57.5
“Social media” is a way to complement and amplify personal connections
and speak to your community through online interactions.
While it has been around since the dawn of the World Wide Web more
than 30 years ago, in the last 10 years we’ve seen a surge in both the
number and popularity of social media sites. Today, there are more than
2.77 billion active users engaging globally on social media channels,
sharing more than 95 million posts per day.
For your personal lifestyle or Beautycounter business, the rise of social media
brings substantial opportunity. According to Instagram and Facebook, 31%
of makeup and skin care shoppers in the US (ages 18–45) use social media to
help decide which new products to buy.
It’s better to be part of the conversation, right? We think so.
“”
For your personal lifestyle or Beautycounter business, the rise of social
media brings substantial opportunity.
LIKELIHOOD OF BUYING FROM A BRAND PEOPLE FOLLOW ON SOCIAL MEDIA
BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY7
5 REASONS TO GET SOCIAL
Taking time to provide your community with authentic
interaction and content can make them more inclined
to stay with you on social media.
We are all “influencers” in our own way. Be yourself;
share your interests and your passions (word-of-mouth
marketing = the best marketing).
Social media can help broaden your community (and
ultimately your business). It encourages meaningful
connections that can lead to increasing your potential
customer base.
Getting the word out and building loyal connections
within your community can help lead to greater sales.
It’s that simple.
Social media channels—in their simplest form—cost
nothing to use, and should easily add value to your
lifestyle without taking up too much of your workday.
IT CREATES COMMUNITY AND TRUST
IT SPREADS AWARENESS ABOUT INTERESTS
IT HELPS GROW YOUR NETWORK
IT NATURALLY DRIVES SALES
IT’S PRACTICALLY FREE
1.
2.
3.
4.
5.
BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY8
A SIMPLE STRATEGY CHECKLISTKeep these principles in mind before you start posting, and you can’t go wrong.
Keep your storytelling and content original and easy
to consume. Add value to your community’s day by
providing engaging experiences through your social
media posts.*
Spend time communicating and interacting with the
people in your social media community. Speak with
them as you would a friend—conversations should be
approachable and understanding.
Social media should reflect your personality and
lifestyle through your unique and authentic voice.
If you’re a cook, incorporate food into your profile.
If you love a healthy lifestyle, show your wellness tips.
Just like in the real world, building relationships and
credibility with people takes time and requires a
long-term investment.
Social media allows you to get feedback from people
in real time—which gives you the ability to respond
and react on the fly. Understand the industry, watch
competitors, and keep up to date on trends.
CREATE VALUABLE CONTENT
ENGAGE AND COMMUNICATE
SHOW YOUR PERSONALITY AND LIFESTYLE
BUILD MOMENTUM THROUGH CONSISTENCY
LISTEN AND LEARN
*Make sure all social profiles and content comply with Beautycounter Social Media Guidelines found in our Policies and Procedures on Behind The Counter.
BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY9
SO, WHO AM I “SHARING” WITH?
This is your immediate network of
family, friends, and team members.
TIER 1: INNER CIRCLE
These are the individuals who will
support your channel, but ultimately
want to know “What’s in it
for me?” when following your content.
This is where incorporating your
lifestyle with compelling content is key.
TIER 2: GENERAL FRIENDS
These are people you might not know yet,
but are trying to reach by having your
friends share your relatable content.
TIER 3: “FRIENDS OF FRIENDS”
Online chatter and influence is a powerful social
media tool, and something to work toward. People
want to talk about their experiences and engage
with things they cannot live without. In fact, 60%
of people on Instagram say they are more likely to
purchase from a business with which they feel a
connection. Getting people to talk about your
Beautycounter business—for free—is the goal.
TIER 4: GREATER COMMUNITY
Once you start building your simple strategy, start thinking about your community. Speaking to just anyone means, in reality, you might be speaking to no one. Spend time considering who makes up your
unique community, and have their needs in mind while you create content.
10BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
There are a lot of social channels to choose from—here are the three we find are the easiest to start with.
SOCIAL CHANNELS: MEET THE BIG THREE
PLATFORM BEAUTYCOUNTER PURPOSE
How Beautycounter and Beautycounter’s community utilizes these channels.
Community-sourced content
that focuses on exposing
viewers to all elements of
Beautycounter’s three pillars
(Educate, Advocate, and
Formulate) through visuals.
Storytelling platform with
opportunities to share longer-
form content and provide a
balance of visuals and editorial
content with like-minded
communities.
Short, real-time news-
streaming feed with
opportunity to engage new
consumers through short
and direct content.
GENERAL PURPOSE
How these three channels are generally viewed.
Inspiration Gallery:
Host photos, short and
long video, and visual
storytelling.
Sales Driver and
Relationship Builder: Engage
and connect with family,
friends, and peers.
Newsroom: Short, real-
time news-streaming feed.
HOW OFTEN TO SHARE
Posting frequency should be based on your personal bandwidth and lifestyle.
BC recommends sharing
content 1-4 times per week
in feed and/or on Instagram
Stories.
BC recommends sharing
content 2-3 times per week.
BC recommends tweeting
once a day, or every other day,
depending on the content and
conversations taking place.
WHAT TO SHARE
Share what you feel comfortable sharing! Tell meaningful stories that help you make natural connections.
Speak to and visually show what
#betterbeauty means to you, break
down products, show your personal
interests, and utilize Instagram
features to collect feedback from
audience.
Focus posts around personal
lifestyle themes (i.e. food, wellness,
beauty, fashion, sports, etc), share
products you love, videos, PR
topics/news, and advocacy-related
topics.
Opportunity to quickly and
efficiently retweet like-minded
news from newsfeed content that
keeps followers up to date with
latest releases, offers, events, and
experiences.
11BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
We get this question a lot, and selecting an Instagram Profile setting truly depends on your goals and your themes. There are unique advantages and disadvantages to each type of Instagram profile.
SHOULD I SWITCH TO AN INSTAGRAM BUSINESS ACCOUNT?
Instagram Creator Profile
Over 30-40 direct
messages daily
Rapidly growing profile with
over 1,000 followers
Testing content performance
with data insights
Tag Beautycounter products
within post(s)
Instagram Business Profile
Connect Facebook Page
to Instagram Page
Insight into larger
demographic
Automatically scheduling
4-7 posts a week
Leveraging third-party
platforms or campaign
management tool
Instagram Personal Profile
Fuss-free profile
Connect with close friends
and acquaintances
Under 500 followers
“Just Starting Out” “Social Media Maven” “Expert Brand Building”
12BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
INSTAGRAM PROFILE CHECKLIST
Your name is your first impression.
Be short and relevant. Beautycounter
recommends using some combination
of your first and last name.*
Adding your full name makes you more
approachable. All Consultants must
disclose they are a “Beautycounter
Consultant” within their profiles.*
Use a clear and instantly recognizable
photo of yourself. Beautycounter
assets and logos cannot be used as
profile pictures.*
Share original and unique content true
to your lifestyle.*
YOUR @ HANDLE
YOUR BIO
YOUR PICTURE
YOUR PURPOSE
Profiles with an easilyidentifiable aesthetic andpurpose can attract more engaged followers.
Try out photos and experiment with content that might resonate with followers.
Think about what type of content you want share and highlight those themes in your bio.
*Make sure all social profiles and content comply with Beautycounter Social Media Guidelines found in our Policies and Procedures on Behind The Counter.
13BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
FACEBOOK PROFILE CHECKLIST
Include your full name. Highlight
education, community involvement, and
work history that you feel comfortable
sharing. This will help you best connect
with others in your community.
The “about” section on Facebook is
fairly comprehensive; you should add as
many ‘modules,’ ‘interests,’ and ‘likes’ as
you can. (Don’t forget to include
Beautycounter Consultant*.)
To maximize visual appeal, be sure to
add a profile photo and cover photo
to appear active and up to date.
Beautycounter assets and logos cannot
be used as profile pictures.*
The more people you’re connected to,
the more suggestions you’ll receive for
new friends—so add people you know
early on.
YOUR INTRO
YOUR “ABOUT” OR BIO
YOUR PICTURE
YOUR FRIENDS
Don’t forget to tag brands and people in your posts.
Not sure what to share? Facebook allows you to easily share like-minded content.
Pick a cover photo that represents Beautycounter**.
*Make sure all social profiles and content comply with Beautycounter Social Media Guidelines found in our Policies and Procedures on Behind The Counter. **All Beautycounter resources can be found Behind The Counter, and if you need more help feel free to reach out to our Customer Support Team.
14BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
TWITTER PROFILE CHECKLIST
Your @ handle is how other users
find and follow you. Beautycounter
recommends using some combination
of your first and last name.
Include your full name, a fun one-liner,
and links to your Beautycounter
personal websites. All Consultants must
disclose they are a “Beautycounter
Consultant” within their profiles.*
Use an instantly recognizable and
high-resolution headshot.
Beautycounter assets and logos
cannot be used as profile pictures.*
Twitter provides a huge wallpaper
space for your profile. Using a
high-resolution and on-brand image
is a great way to reflect your
personal brand.
YOUR @ HANDLE
YOUR BIO
YOUR PICTURE
YOUR COVER PHOTO
Pin tweets. This will always remain at the top of your feed, giving users a taste of your personality.
Retweet content you like. The more you tweet, the faster your audience grows. But don’t over-tweet!*
Incorporate #hashtags (especially trending #hashtags*) in your posts.
*Make sure all social profiles and content comply with Beautycounter Social Media Guidelines found in our Policies and Procedures on Behind The Counter.
BREAKING DOWN THE BIG THREEInstagram, Facebook, and Twitter
16BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
INSTAGRAM CAPABILITIES
POSTS
DIRECT MESSAGE
INSTAGRAM STORY
INSTAGRAMHIGHLIGHT
IGTV
LIVE
1.2.3.4.5.6.
Consistent, actionable, inspirational, and visually
stimulating updates.
Interact with other users via direct messaging.
Tell in-the-moment stories (e.g., photos, videos).
Organize your Instagram Stories in a highlight section.
Long-form video content.
Feature allows users to go live for up to an hour.
How to make the most of everyone’s favorite visually driven app.
17BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
BENEFITS
Take time to think about all elements of your account (photo, bio, posts,
etc.) and align them to the same theme. Beautycounter’s three themes
are: Educate, Advocate, and Formulate.
BEST PRACTICES
Pick three themes surrounding your lifestyle and build those
topics into your social media calendar each week. (For example,
are you a yoga instructor? Share a balance of your yoga content
with your Beautycounter content.)
Build a bucket of on-brand images that support your grid.
Each post must include #BeautycounterConsultant.*
•
•
•
1. POSTSINSTAGRAM CAPABILITIES
*Make sure all social profiles and content comply with Beautycounter Social Media Guidelines found in our Policies and Procedures on Behind The Counter.
18BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
2. DIRECT MESSAGEINSTAGRAM CAPABILITIES
BEST PRACTICES
•
•
•
•
BENEFITS
Sending messages using Instagram Direct (also referred to as DMs)
is more than just a way to answer questions—it’s a way to bring your
team and community together. It is also a way for you to connect with
like-minded individuals.
Create “team” direct message groups.
Share inspiring posts or stories with your direct message groups.
Best practice is to respond to direct message questions within a
24-hour timeframe.
Authentic one-to-one direct messages should come across
naturally and build over time.
*Make sure all social profiles and content comply with Beautycounter Social Media Guidelines found in our Policies and Procedures on Behind The Counter.
19BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
BEST PRACTICES
•
•
•
Show off your lifestyle and behind-the-scenes passions.
Feature a mixture of content (such as tutorials, Flawless in Five,
#Cleanswap, and more).
Add tappable elements, like @usernames, stickers, location tags,
and #hashtags.
BENEFITS
Instagram Stories (both photos and videos) last for only 24 hours.
They can be enhanced with drawings or special filters. Stay up to date
on emerging story tools because Instagram is constantly rolling out
new features.
3. INSTAGRAM STORIESINSTAGRAM CAPABILITIES
20BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
Add a quiz sticker to write your
own multiple-choice question
and customize the answers.
Add a questions sticker so
people can ask you a question
or answer a question.
Add a chat sticker to start a
conversation in a new Direct
Thread with a group of friends.
QUIZ STICKER QUESTIONS STICKER CHAT STICKER
3. INSTAGRAM STORIESINSTAGRAM CAPABILITIES
Add a donation sticker to
allow people to donate to a
nonprofit that you care about.
DONATION STICKER
21BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
Add a poll sticker or emoji slider sticker
to write your own question and customize
the answers.
POLL STICKER or EMOJI SLIDER
3. INSTAGRAM STORIESINSTAGRAM CAPABILITIES
You can only share someone’s post to your
Story if their account is public and they’ve
allowed resharing of their posts.
• Tap below the photo or video in Feed.
• Tap “Add post to your story.”
Add a countdown sticker to
count down to any moment.
COUNTDOWN STICKER SHARE A POST
22BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
BEST PRACTICES
•
•
•
Once you’ve posted a story, just tap the “new” button to add it to
your highlights row.
Create custom assets and themes to bucket your Instagram
Story Highlights.
Update your highlights frequently, and remember: highlights can
only hold 100 stories and are organized from oldest to most recent.
BENEFITS
Using Instagram Story Highlights gives users an additional row of
imagery and can help them reference personalized unique content.
4. STORY HIGHLIGHTSINSTAGRAM CAPABILITIES
23BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
BEST PRACTICES
•
•
Utilize the “preview in feed” feature for IGTV (must be over
60 seconds).
Share your IGTV video to Instagram Stories for more engagement.
BENEFITS
IGTV allows the Instagram community to watch long-form, vertical
videos. You can upload your original and engaging video without any
interruptions. The full videos can vary in length depending on your
audience size, with the range being 10 minutes to one hour long.
5. IGTVINSTAGRAM CAPABILITIES
24BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
BEST PRACTICES
•
•
Developing a script, questions, or talking points in advance can help
keep you on track.
Save the Live video and share it later on IGTV for more potential
exposure or reach.
BENEFITS
Live allows you to speak to real-time events and can be ideal for
interviews, Q&As, and exploring topics in a transparent way with
your community. Going on Live doesn’t need to be daunting; it should
be easy for you discuss a topic with which you feel comfortable.
6. LIVEINSTAGRAM CAPABILITIES
25BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
FACEBOOK CAPABILITIES
POSTS
EVENTS
LIVE
GROUPS
MESSAGE
1.2.3.4.5.
Consistent, actionable, inspirational, and visually
stimulating updates.
Bring people together to increase attendance at
your event.
This feature allows users to go live for up to an hour.
Connect with like-minded individuals within your
community and team.
Read, reply to, and archive direct messages within
your community.
Maximize your personal network in more ways than one.
26BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
BENEFITS
Facebook posts offer a lot of valuable features to make your content
feel true to your personal brand. You can tag friends, ask for
recommendations, invite your community to a watch party, check in to
a location, share with specific friends, or share with a larger group.
BEST PRACTICES
Incorporate elements that elevate your post(s) such as links,
photos, and locations.*
Remain consistent: pick three themes and build those topics
into your social media calendar.
•
•
1. POSTSFACEBOOK CAPABILITIES
*Make sure all social profiles and content comply with Beautycounter Social Media Guidelines found in our Policies and Procedures on Behind The Counter.
27BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
BENEFITS
Per Facebook, more than 700 million people use Facebook Events
each month to market their events. Additionally, 35 million people
view a public event on Facebook each day. Using the Events feature
helps set up a Pop-up event, reach a target community, and
increase attendance.
BEST PRACTICES
Add a location with a specific date and time.
Share key details such as the category, description, and keywords
to increase awareness.
Ask others who are attending the event to add it to their calendar
to make it more discoverable.
Answer questions in the Event page prior to the event date,
which will notify attendees.
•
•
•
•
2. EVENTSFACEBOOK CAPABILITIES
28BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
BENEFITS
Facebook Live allows you to answer questions, hear what is on your
followers’ minds, and check out Live Reactions to gauge how the
broadcast is going. Followers can receive notifications when the page
goes Live so they know to tune into the broadcast at just the right time.
BEST PRACTICES
Practice, practice, practice—develop a script or questions
in advance.
Tell your community you’re going Live. We’ve found a day’s notice
gives people the right amount of time to tune in.
Go Live when you have a strong Internet connection.
After going Live, pin the Facebook Post to the top of your page.
Write a catchy description before going Live to capture attention
and help your audience understand the theme you’ll address.
•
•
•
•
•
3. LIVEFACEBOOK CAPABILITIES
29BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
BENEFITS
Groups allow you to organize and connect more deeply with like-minded
people who are openly interested in your space. Engaging in relevant
forums and groups helps build audience and engagement for your
personal channel—which is why Beautycounter continues to support
this capability.
BEST PRACTICES
Find “Create Group” on your homepage and begin adding members
from your friends lists; you should also “explore potential members”
from outside of your current community.
Search and join a wide variety of groups—most are open to the
public. You can find new groups by searching key interest terms
under “Groups.”
Create a group for your team to communicate with one another
and share what’s going on within their social media community.
•
•
•
4. GROUPSFACEBOOK CAPABILITIES
CounterVoices™ is an HQ communityinitiative.*
*Make sure all social profiles and content comply with Beautycounter Social Media Guidelines found in our Policies and Procedures on Behind The CounterCounterVoices™ is a Beautycounter trademark name and may not be used for personal usage..
30BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
BENEFITS
Messenger—Facebook’s alternate app designed exclusively for
messaging—is the quickest and most convenient way to connect to
your Facebook community privately via social media.* (The Messenger
app can be found in the App Store and requires you to log in through
Facebook.)
BEST PRACTICES
Create “team” Direct Message groups.
Respond to Direct Message questions within a 24-hour
timeframe.
Direct Messages should be authentic and come across
naturally; they shouldn’t be used as a sales pitch.
(Again, building relationships takes time.)
•
•
•
5. MESSENGERFACEBOOK CAPABILITIES
*Make sure all social profiles and content comply with Beautycounter Social Media Guidelines found in our Policies and Procedures on Behind The Counter.
31BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
TWITTER CAPABILITIES
TWEETS
PINNEDTWEETS
1.2.
Send quick updates to your community.
Ensure your most valuable and timely tweets are seen
by your community.
Start conversations; share newsworthy moments.
32BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
BENEFITS
Tweets with images are 150% more likely to get retweets and 18%
more likely to get clicks than those without.
BEST PRACTICES
DO include location, retweet influencer/news/media content,
add comments to retweets, live tweet, add emojis, use images,
add GIFs, include links and shorten all links via bitly.*
DON’T use all caps, tweet just to tweet, or use incorrect grammar.
•
•
1. TWEETSTWITTER CAPABILITIES
*Make sure all social profiles and content comply with Beautycounter Social Media Guidelines found in our Policies and Procedures on Behind The Counter.
33BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
BENEFITS
A “pinned tweet” is a highlighted post that will always remain on
the top of your Twitter feed, and gives your followers a taste of your
lifestyle themes. Just tap “Pin Tweet” on a post that represents your
personal brand.
BEST PRACTICES
Make sure pinned tweets have links to your Beautycounter page
to drive traffic, as well as a unique hashtag and trending/popular
hashtags*.
•
2. PINNED TWEETSTWITTER CAPABILITIES
*Make sure all social profiles and content comply with Beautycounter Social Media Guidelines found in our Policies and Procedures on Behind The Counter.
ALL ABOUT THE CONTENTIt’s time to start posting. Here’s a guide to show you the what, the where, the how, and the why.
35BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
WHAT CONTENT SHOULD I SHARE?
In a visually driven world, we want to empower you to
create unique content and stories that feel genuine.
TIPS
Photos and videos should be a balance of your personal lifestyle
and your Beautycounter lifestyle. Share assets that relate to
your interests. Dog person? Share pics of your pup. Great cook?
Go ahead, share your recipes. Use the resources that
Beautycounter provides* in branded campaign moments that
build brand unification—such as teaser campaigns, seasonal
launches, product launches, and promotions. Go for a mix of
photos, videos, memes, and bold-type moments.
*All Beautycounter resources can be found Behind The Counter; and if you need more help feelfree to reach out to our Counter Support Team. Make sure all profiles and content comply with
Beautycounter Social Media Guidelines.
36BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
WHEN SHOULD I SHARE?
WHY & HOW
Posting and sharing content should be based
on your lifestyle, your community, and your
data. Over-posting or posting content that is
too “salesy” can distract your community
from the point you’re trying to make (we all
have that friend). Finding your personal best
time to post can be a process, but as a
starting point, we broke down a few general
days and times for you to test.
6am, 10am, or 10pm EST
8am, 11am, 4pm, or 8pm EST
Monday, Tuesday, or Thursday:
Saturday and Sunday:Instagram
between 9am and 2pm EST
between 7am and 12pm EST
Thursday:
Monday, Tuesday, or Thursday:Facebook
between 9am and 4pm EST or between 11am and 1pm EST
between 7am and 12pm EST
Monday or Thursday:
Monday to Wednesday:Twitter
37BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
KNOW WHAT TO SAY
WHY & HOW
Being a part of the clean beauty movement
includes balancing the responsibility of
knowing what to say about Beautycounter
while being yourself.*
Don’t be afraid to engage in—and
welcome—conversations. Share to your comfort level about your daily life. Talk to your
audience like you would talk to a friend.
Communicate your experience with Beautycounter—and the
expert knowledge Beautycounter offers—while staying true to
your own personal brand. This is a great opportunity to share
or repost like-minded content from peers and leaders in your
community.
HOW DO YOU WANT TO SPEAK TO YOUR COMMUNITY?
Instead of a command, offer an invitation or encourage
participation. Try not to be condescending—agree to disagree
as needed.
INVITING, NOT OVERBEARING
COMFORTABLE AND FAMILIAR
SAVVY, BUTACCESSIBLE
*Make sure all social profiles and content comply with Beautycounter Social Media Guidelines found in our Policies and Procedures on Behind The Counter.
38BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
KNOW WHAT TO SAY
Try not to get too “salesy” when talking about products.
When posting about Beautycounter, don’t refer to the company as “BC” but spell out
the full “Beautycounter” name.
Avoid words such as non-toxic, green, pure, healthy, eco-friendly, 100% safe, organic,
all-natural, or natural (many of our ingredients are natural, but not all** - see page 59).
Avoid terms such as chemical-free (even water is a chemical), heavy metal-free,
lead-free, etc.
“Beautycounter tests every ingredient for safety” should not be used. (We screen
and/or assess ingredients for safety and health impacts based on the best available
science—we do not “test” every ingredient. Occasionally we commission non-animal
studies on ingredients we need to learn more about.)
Avoid any statements that might suggest Beautycounter products treat or prevent
diseases such as psoriasis, rosacea, or others.**
KNOW WHAT NOT TO SAY
*Make sure all social profiles and content comply with Beautycounter Social Media Guidelines found in our Policies and Procedures on Behind The Counter. **All Beautycounter resources can be found Behind The Counter, and if you need more help feel free to reach out to our Customer Support Team.
39BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
GET CREATIVE
WHY & HOW
67% of consumers consider detailed images to be more valuable in
making their purchase than product information or even ratings from
other customers, according to Instagram and Facebook. Make sure
your photo is clear and well-lit; it’s also beneficial to work with similar
color schemes and patterns.
Have a mixture of content (product, people, and places) within
your feed.
Take photos and create videos unique to your own channel that
are true to your brand or business.
Reusing content bits across platforms will help you understand
what works best and where.
Post around a simple theme or episode each week to build a
reputation for specific content (i.e., texture Tuesday, mindful
Monday, #selfcare Sunday and others).
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40BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
TELL MEANINGFUL STORIES
WHY & HOW
Personal stories are one of the easiest and most authentic ways to
connect with your audience. Your stories should be memorable and
build relationships. Take advantage of everyday simple story telling,
but don’t put pressure on yourself (or others).
EXAMPLES & IDEAS
Share what you feel comfortable sharing!
Have a family recipe? Share it along with any happy memories.
When creating posts, ask yourself: “Does this post inspire, inform,
educate, or entertain my community?”
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41BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
INCLUDE A CTA (CALL TO ACTION)
WHY & HOW
Your posts and captions should foster conversation and elicit a chain
of responses. Include a clear intent for each post including a topic,
question, or provocation to which your community can respond in the
comments section. Note: not all posts require a CTA, but having an
intention behind posts can help improve performance.
EXAMPLES & IDEAS
Visit link in bio for more information.
Shop #betterbeauty!
Read more about Beautycounter’s mission.
Double tap if you love #selfcare Sunday.
Comment below to share a song I should listen to when cooking.
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42BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
#HASHTAGS
WHY & HOW
Trending #hashtags (aka buzzing conversations) are ways for you to
interact with a new community*. Using “#” followed by any word or
phrase will link that post to all other content using that tag. #Hashtags
allow users and brands alike to track community engagement and
content surrounding a launch, event, or other moments.
EXAMPLES & IDEAS
There is no one-size-fits-all for what #hashtags are best for your
business, so we recommend customizing based on what is specific
to your post(s).
When talking about Beautycounter, incorporate #hashtags into
the copy of your posts such as #beautycounterconsultant,
#betterbeauty, #businessofclean, and #beautycounter.
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*Make sure all social profiles and content comply with Beautycounter Social Media Guidelines found in our Policies and Procedures on Behind The Counter.
43BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
COPY LENGTH IS KEY
WHY & HOW
Make sure to share easily digestible copy with your community.
Provide a balance of long, informative copy and short, interactive
copy. We want your community to feel that your post provides
fresh content.
EXAMPLES & IDEAS
List products when applicable.
Test long vs. short copy.
Don’t overdo it with emojis.
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44BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
SHARE BUZZWORTHY CONTENT
WHY & HOW
Retweeting or sharing timely news on Twitter or Facebook
is one of the best ways to bring value to your audience.*
Keep up to date with your niche by setting alerts for
breaking news in your Settings and then relaying updates
to your followers.
*Make sure all social profiles and content comply with Beautycounter Social Media Guidelines found in our Policies and Procedures on Behind The Counter.
45BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
SHARE LIKE-MINDED CONTENT (& THE SOURCE)
WHY & HOW
Spice up your posts with visuals, links, and mentions. Posting links
and mentions helps you stand out and create a bigger stir in the
midst of cluttered feeds.* To mention someone, type “@“ followed
by a username; you can also tap the “chain” to link additional content
to your post.
EXAMPLES & IDEAS
Share like-minded articles.
Retweet influencers/media/content and include personal notes
or quotes (don’t forget to mention them, too).
Facebook, Instagram, and Twitter are all great platforms for
sharing content in an easy way.
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*Make sure all social profiles and content comply with Beautycounter Social Media Guidelines found in our Policies and Procedures on Behind The Counter.
46BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
TAG LOCATIONS WHENEVER POSSIBLE
WHY & HOW
Posts tagged with location have 79% higher engagement rates,
according to Facebook. Using the location sticker on Facebook,
Twitter, and Instagram can help boost the discoverability of your
stories and get them seen by people who aren’t following you. Draw
attention to your business with a location sticker and get more
views and engagement along the way.
EXAMPLES & IDEAS
Location stickers are also perfect if you’re running a
location-based event, like a Pop-up sale or a conference.
Share a Story with the tagged location a few days ahead
of the event so your followers know where to be on the day.
Keep your tagged locations relevant to the content
you’re posting.
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47BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
POP-UP EVENTS ARE CONTENT
WHY & HOW
Covering your events on social media allows those who cannot
attend to feel they are still part of the fun and creates an
environment of FOMO (fear of missing out) for new members of
your community.
EXAMPLES & IDEAS
Create a Facebook Event and posts leading up to the event
(don’t forget to include key details: time, location, and why
people should attend).
Create a #hashtag for your event and Instagrammable mo-
ments for attendees to capture and share.
Go Live on the day of your event and post Instagram Stories
that highlight all the fun taking place.
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48BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
ENGAGE WITH YOUR AUDIENCE
WHY & HOW
Building a following can be intimidating and has the potential to feel
impersonal—shifting toward a relationship-building mindset ensures
you stay focused on quality engagement rather than on numbers.
EXAMPLES & IDEAS
Remember to actively engage with your audience’s content just as
they do with yours.
Treat your existing followers like friends. Remember, your current
followers are the key to future growth.
Go Live on the day of the event and post Instagram Stories that
highlight all the fun taking place.
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49BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
LISTEN TO YOUR AUDIENCE
WHY & HOW
Gathering insight from your audience is the perfect way to ensure
your content is relevant and valuable. Ask your followers what they
want to learn about.*
EXAMPLES & IDEAS
Ask questions about what products/ingredients they want to
see more of or are liking the best.
Ask your followers to submit questions about a product or
product launch and answer them later in the day.
Collect feedback about your audience’s skin care concerns.
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*Make sure all social profiles and content comply with Beautycounter Social Media Guidelines found in our Policies and Procedures on Behind The Counter.
50BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
BASIC DESIGN PRINCIPLES
Include clean space behind
your main subject to help it
stand out. Let the product(s)
speak for themselves.
LESS IS MORE
Try out unique angles, props,
and visual elements to bring
your photos to life.
THINK ABOUT YOUR COMPOSITION
Take photos in natural light
either near a window or
outside. Try different photo
editor apps to brighten up
your pictures.
NATURAL LIGHTING
Make sure your photo stays
high-res—try not to zoom in
on photos but rather crop
during the editing stage.
CROP, DON’T ZOOM
Showing off your #selfie,
holding products in your
hand, or using products
makes them feel real to
your community.
HUMAN ELEMENT
51BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
SOCIAL MEDIA DOS & DON’TS
ACT NATURAL
DON’T OVER-EDIT
GIVE CREDIT
DON’T TAKE FALSE CREDIT
Edits and filters work well in small
doses, but it’s better to keep things
natural.
Never post someone else’s photo without
giving credit. Make sure to @mention
them and ask them before posting.*
BE APPROACHABLE
DON’T BE A TURNOFF
GROW YOUR FOLLOWING
DON’T PAY
Using excessive hashtags, asking
people to follow you, and over-posting
can turn off your audience.
According to Instagram, accounts are
monitored and sometimes frozen if
users are suspected of attempting
to beat the system by paying for
followers..
BE ACTIVE
DON’T BE PASSIVE
ENGAGE YOUR AUDIENCE
DON’T IGNORE THEM
Be approachable and don’t be afraid
to interact with followers across your
own platforms as well as others.
We recommend being yourself and
politely engaging with your audience.
52BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
VIDEO CONTENT IS KEY
WHY & HOW
Social media is trending heavily toward video, and brands are
seeing higher community engagement compared to photos.
Approach content creation with a “document, don’t create”
mindset—and don’t stress over production quality. Always be sure
to state you are a “Beautycounter Consultant” at the beginning of
each video.
EXAMPLES & IDEAS
Create tutorials for skin care routines and makeup tutorials.
Interview your team at the next event and introduce them to
your community.
Instagram, Facebook, and YouTube all support long-form
content
and are great places to start testing where and how your
audience consumes your content.
Create supporting videos that explain something you’re
passionate about.
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APPENDIX
54BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
OUR BRAND THEMES
POSITIONING STATEMENT
THEMES/ PILLARS ADVOCATEEDUCATE
Once you know, you can’t go back—
that’s the beauty of education.
Crack the code on what’s better for
your body, and you start to connect
the dots.
Our commitment is to translate the
science and decipher the lingo so
you feel knowledgeable about safer
choices—and inspired to pass
on what you’ve learned. Change
happens in waves—as one person
spreads the word to the next.
We walk the walk through advocacy—
and encourage others to do the same.
We’re dedicated to making cleaner
beauty the norm, so we’re continually
advocating for safer, more protective
laws that ensure that the ingredients
in everyday products get fully
disclosed, and hazardous chemicals
get monitored. It’s a challenge we
accept head on—and every product
purchase supports this mission. Who
knew makeup and skin care could be
revolutionary?
There’s power in effective product
formulations.
Our products are formulated
to deliver powerful solutions.
We start with a rigorous clean
sweep—prohibiting over 1,500
questionable ingredients—then
harness the untapped potential
of cleaner, safer ingredients to
propel unmatched performance.
Industry-leading screening
processes guarantee safety. The
upshot? Seriously beautiful results
without the concern.
One by one, we are leading a movement to a future where all beauty is clean beauty. We are powered by people, and our collective
mission is to get safer products into the hands of everyone. Formulate, advocate, and educate— that’s our motto for creating
products that truly perform while holding ourselves to unparalleled standards of safety.
Why? It’s really this simple: beauty should be good for you.
FORMULATE
OUR CLEAN PROMISE
Over 1,500 questionable ingredients are never used in our formulations.
55BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
BEAUTYCOUNTER CONSULTANT SOCIAL MEDIA GUIDELINE HIGHLIGHTS
Do not use “BC” or “Beautycounter” as the first half of your Independent Consultant social media profile name.
Do not use any Beautycounter logo as your Independent Consultant social media profile.
Do not conduct social media giveaways.
Do not claim a territory or location as your own.
Do not link your Independent Consultant social media profile on Instagram or Facebook to a product catalog.
You must disclose yourself as an “Independent Beautycounter Consultant” within all social media profiles
and within all posts using #BeautycounterConsultant.
Do not solicit sales or reach out to potential clients on Beautycounter social media channels.
Any negative comments or feedback must be directed to the Customer Care Department, not addressed
through websites or public-facing social media platforms.
Do not make false claims about products or ingredients.
Do not imply that any celebrity, state or government official, agency, or body has approved or endorses
Beautycounter, its program, or products.
HERE’S WHAT YOU NEED TO KNOW*
*Make sure all social profiles and content comply with Beautycounter Social Media Guidelines found in our Policies and Procedures on Behind The Counter.
56BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
SOCIAL MEDIA TERMINOLOGY
Followers, Fans, Likes, Subscribers. Denotes the number of people who have indicated interest in your information.
Small images used to convey different emotions across a variety of social channels.
The percentage of people who saw a post and engaged with it.
A brief description that appears beneath a photo on Facebook or Instagram.
Short for biography. This is the small portion of any online profile that informs new or current followers who
you are, who you like, and what you do.
Also referred to as “Digital Customer Engagement.” Refers to anything that involves an online interaction
through words, emojis, photos, etc.
The large horizontal image at the top of your Facebook profile, LinkedIn profile, Twitter profile, or business page.
Cover photos are public.
Likes, Comments/Replies/Mentions, Shares/Retweets/Pins, Link Clicks, Favorites/Saves. Indicates the number
of people interacting with your content as well as the type of action they took.
Age, Gender, Geographic Location, etc. These can help define your target market.
AUDIENCE
EMOJI
ENGAGEMENT RATE
CAPTION
BIO
CONVERSATIONS
COVER PHOTO
ENGAGEMENT
AUDIENCE
DEMOGRAPHICS
Social media provides insights into our overall strategic performance. Depending on our goals and objectives per campaign, certain metrics’ importance will become more important. Each social channel defines metrics differently, but they have similar purposes.
57BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
SOCIAL MEDIA TERMINOLOGYSocial media provides insights into our overall strategic performance. Depending on our goals and objectives per campaign, certain
metrics’ importance will become more important. Each social channel defines metrics differently, but they have similar purposes.
A social media data format that provides users with a steady stream of updates and information.
A photographic effect that can be applied to images before publishing them.
An online user who is subscribed to your social media feed.
A person that you connect with on social networks.
Adding a specific location to a photo, video, or message.
An acronym for Graphics Interchange Format, which refers to a file format that supports animated images.
An action of supporting content.
The act of linking another user’s handle (@) in a social media message or post.
Your online identity—it typically is the same as your real name. (Note: be sure to follow Beautycounter’s social
policy on handle names.)
A social media user with a significant active audience that can drive awareness around a specific trend, topic,
company, or product.
FEED
FILTER
FOLLOWER
FRIEND
GEOTAGGING
GIF
LIKE
MENTION
HANDLE (@)
INFLUENCER
58BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
SOCIAL MEDIA TERMINOLOGYSocial media provides insights into our overall strategic performance. Depending on our goals and objectives per campaign, certain
metrics’ importance will become more important. Each social channel defines metrics differently, but they have similar purposes.
Links stored on your Pinterest profile.
A social media status update (same as a tweet).
A data metric that determines the max potential audience for any given message.
A tweet that is reshaped to the followers of a given user’s Twitter account.
PIN
POST
REACH
RETWEET
Planning social media content and updates ahead of time using a publishing tool.
A photo-capturing activity on a computer screen or smartphone.
The act of linking a product, location, or another user’s handle (@) in a social media message or post
(similar to a mention).
SCHEDULING
SCREENSHOT
TAG
59BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
SOCIAL MEDIA VOICE
Since 2013, we have led the way in the safer skin care cosmetics category.
We are a national movement for improved transparency and accountability in the beauty industry,
including advocacy to update federal regulations that have stood largely unchanged since 1938.
We use safer ingredients.
We created a five-step ingredient selection process to ensure our products meet our high safety
standards.
We choose the best organic, natural, sustainable, and synthetic ingredients that meet our standards.
WHAT TO SAY
We review emerging data regularly and even commission our own studies.
The Never List™ is made up of more than 1,500 questionable or harmful chemicals that we never use as
ingredients in our products.
We do not compromise on product performance or safety.
60BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
BEAUTYCOUNTER KEY FACTS
The United States has not passed a major federal law regulating the cosmetics industry since 1938.
Canada has not significantly updated the Canadian Environmental Protection Act (CEPA), legislation
governing the cosmetics industry, since 1999.
Over the past two decades, the European Union has banned close to 1,400 chemicals in the product
formulas of personal care products and restricted the levels of over 250 additional products. The
United States has only partially banned 30 to date. Health Canada has only prohibited or restricted
600 ingredients through the Hot List. However, this list is not legally binding and Health Canada is not
equipped with adequate legal powers to enforce it.
Products that contain water and aloe often need a preservative to prevent the growth of mold, yeast,
and bacteria. At Beautycounter, we screen preservatives for safety, using the best methods available.
We also collaborate with academic partners and other companies to find safer preservative systems.
KEY FACTS
61BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
MANAGING SOCIAL MEDIA COMMENTS
NOT ALL NEGATIVE COMMENTS CAN BE RECTIFIED*
Removing comments is appropriate in the following situations:
When a comment is discriminatory, racist, or offensive to
the members of your team, staff, customers, or followers.
When a comment is of a threatening nature.
When a comment is clearly spam.
When a comment is soliciting a product/service.
When a comment specifies personal identification
information.
When a comment includes profanity.
When a comment makes a drug claim or false efficiency
claim.
BEST PRACTICES
When negative comments are posted on a channel, rather than deleting
them, look at how we can address the issue.
Transparency should be the ultimate goal.
Deleting comments can create an appearance of dishonesty and
cause followers to question a company’s integrity.
It’s important to constructively respond to feedback. It may
appear that you, and ultimately your business, is avoiding the issue
if you don’t respond.
One way to demonstrate a high degree of customer service and
transparency is to answer online complaints in a timely manner.
Deleting comments shuts down the conversation and tells
the audience that their comments are not welcome/worth
consideration. It can also incentivize users to continue to post
negative comments.
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*Make sure all social profiles and content comply with Beautycounter Social Media Guidelines found in our Policies and Procedures on Behind The Counter.
62BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
#HASHTAGS PART 2
Hashtag: a word or phrase preceded by a hash mark (#), used within a message to identify a keyword or
topic of interest and to facilitate a search for it.
In 2007, former Google employee Chris Messina used the first hashtag in history on Twitter. From there,
the channel decided to hyperlink hashtags to make it easier for its user base to discover content.
• Whenever a user uses a hashtag, the post becomes searchable/discoverable by others.
• When a user clicks on a hashtag, an aggregate of all posts with the same hashtag appears, in real-time.
• Once a keyword picks up enough momentum, it becomes “trending.” But trending isn’t always a matter
of becoming the most popular hashtag on the networks.
• Each user’s trending topics are unique, based on their location, social connections, and interests.
• Instagram posts with at least one hashtag receive 12.6% more engagement than those without.
• Tweets with hashtags had 2x more engagement than those without, and 55% more retweets.
• 75% of people on social media use hashtags.
• Track short-term hashtags—such as social media holidays—to keep up with what’s happening at the moment.
• Track long-term hashtags—more generic and commonly used in the entire social media sphere—as well as
branded terms.
• RiteTag
• Keyhole
• Hashtagify
WHAT IS A HASHTAG?
DID YOU KNOW?
HOW TO TRACK
HASHTAGS
ANALYTICS TOOLS
KEY FACTS
WHERE DID HASHTAGS
COME FROM?
• Twubs
• Hashtag Battle
63BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
CONTENT SPECIFICATIONS: CHARACTER COUNT
• 138-150 characters, maximum is 2,200 characters, truncated after 125
• 15-125 characters recommended to avoid truncation
71-100 characters, maximum 280 characters; handles at the beginning of a reply and images don’t count toward
your 280 characters
120,000 characters for the content, 150 for the headline
40-80 characters, maximum 63,206 characters
700 characters
Maximum 120 characters for the title, 500 for the tags, and 160 for the description before being truncated
500 characters
Maximum 80 characters
400 characters
FACEBOOK POST
LINKEDIN COMPANY UPDATE
YOUTUBE VIDEO
PINTEREST PIN DESCRIPTION
SNAPCHAT SNAPS
LINKEDIN EMPLOYEE UPDATE
INSTAGRAM CAPTION
TWITTER POST
LINKEDIN PUBLISHING
CONTENT
64BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
CONTENT SPECIFICATIONS: PHOTOS
• Displays at 820x312 pixels on your page and on computers and 640x360 pixels on smart phones
• Must be at least 400 x 160 pixels
• Dimensions: 400x400 pixels
• File size: maximum 2MB
• Displays at 170x170 pixels on your Page and computers and 640x360 pixels on smart phones
• Aspect ratio: 1:1
• File type: .PNG
Dimensions: 110x110 pixels
Dimensions: 1500x500 pixels; account for invisible area and profile picture
Dimensions: 1536x768 pixels; account for invisible area and profile picture
Dimensions: 165x165 pixels on home page, appears at 32x32 pixels on rest of Pinterest
Dimensions: 800x800 pixels (renders square or round at 98x98 pixels)
INSTAGRAM PROFILE PHOTO
TWITTER HEADER PHOTO
LINKEDIN COVER PHOTO
PINTEREST COVER PHOTO
YOUTUBE PROFILE
FACEBOOK COVER PHOTO
TWITTER PROFILE PHOTO
FACEBOOK PROFILE PHOTO
65BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
CONTENT SPECIFICATIONS: PHOTOS
• Dimensions: 1080x1080 pixels or 1080x1350 pixels, scales these photos down to 612x612 pixels, appears
in feed at 510x510 pixels
• Aspect ratio: between 1.91:1 and 4:5
• Dimensions: 161x161 pixels
• Aspect ratio: 1:1
Aspect ratio: 9:16
Dimensions: 1920 x 1080 pixels recommended, will scale down to and show in feeds at minimum 470x174
• Dimensions: maximum 2048 pixels wide (preferred is 1200x630); will appear in feed at a max width of
470 pixels (will scale to a max of 1:1) and will appear on page at a max width of 504 pixels (will scale to
a max of 1:1)
• Aspect ratio: between 9:16 and 16:9
• File size: up to 100KB
Dimensions: 1200x628 pixels recommended
• Square photo: minimum 154x154 pixels in feed
• Square photo: minimum 116x116 on page
• Rectangular photo: minimum 470x246 pixels in feed
• Rectangular photo: minimum 484x252 on page
• Photos will scale under the minimum dimensions
INSTAGRAM STORIES
EVENT IMAGE
FACEBOOK SHARED IMAGE
FACEBOOK SHARED
LINK PHOTO
INSTAGRAM POST
INSTAGRAM PHOTO
THUMBNAILS
66BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
CONTENT SPECIFICATIONS: PHOTOS
• Dimensions: between 440x220 and 1024x512 pixels; appears in stream collapsed at 506x253 pixels
on desktop
• Aspect ratio: 2:1
• File size: maximum 5MB
• File types: .PNG and .JPEG are recommended
• Can tweet up to 4 images at one time and edit images if tweeting from Twitter iOS or Android app
• Must loop, or else it will publish as a static image
• Dimensions: maximum 1280x1080 pixels
• Number of frames: maximum 300
• Number of pixels: maximum 300 million
• File size: maximum 15MB
TWITTER POST PHOTO
TWITTER POST GIF
• Dimensions: minimum 200 pixels wide (preferred is 1200x627 pixels)
• Aspect ratio: 1.91:1
• File size: up to 100MB for embedded image
• Dimensions: 236 pixels high (height is scaled) on main page and board; expanded pins have minimum width
of 600 pixels (height is scaled)
• Aspect ratio: 2:3 to 1:3.5
LINKEDIN POST PHOTO
PINTEREST POST PHOTO
Dimensions: 222x150 pixels (large thumbnail), 55x55 (smaller thumbnail)PINTEREST BOARD DISPLAY
67BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
CONTENT SPECIFICATIONS: VIDEOS
• Dimensions: minimum 640x640 pixels
• Aspect ratio: preferred is 1:1
• Length: 3-60 seconds
• Aspect Ratio: 9:16
• Length: 3-15 seconds
• Aspect Ratio: 9:16
• Length: 60 seconds - 10 minutes (or 1 hour depending on audience size)
INSTAGRAM POST VIDEO
INSTAGRAM STORIES
INSTAGRAM IGTV
• Dimensions: maximum 1280
• Aspect ratio: between 9:16 and 16:9
• Length: 60 seconds–10 minutes
• File size: up to 4GB
• Dimensions: between 32x32 and 1280x1024 pixels
• Aspect ratio: between 1:3 and 3:1 (preferred is 2:1)
• Length: maximum 30 seconds
• File Size: maximum 15MB
FACEBOOK POST VIDEO
TWITTER POST VIDEO
68BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
CONTENT SPECIFICATIONS: VIDEOS
• Dimensions: 1280x720 pixels, 7168x3584 pixels to 8192x4096 for 360° video
• Aspect Ratio: 16:9, 2:1 for 360° video
• Length: up to 15 minutes (maximum larger for verified accounts)
• File Size: maximum 20GB (maximum 128GB on up-to-date browsers)
• Dimensions:
• 600x600 pixels for square
• 600x900 pixels for vertical
• Aspect ratio: 1:1 for square
• Length: 30 minutes
• File type: .MP4 or .MOV
• File size: maximum size 2GB
YOUTUBE VIDEO
69BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
RESOURCES TO START
• www.sproutsocial.com/lp/social-media-calendar
• www.hootsuite.com
• www.later.com
• www.snapseed.online
• www.vsco.co
• www.apps.apple.com/us/app/foodie-camera-for-life/id1076859004
• www.apple.com/iphone/photography-how-to
• www.sproutsocial.com/insights/social-media-image-sizes-guide
• www.analytics.facebook.com
• www.sproutsocial.com/insights/social-media-analytics-tools
• www.sproutsocial.com/insights/smart-goals-for-social
• www.blog.hootsuite.com/smart-social-media-goals
• www.facebook.com/help
• www.help.instagram.com
• www.instagram-press.com
CALENDAR BUILDING
PHOTO EDITOR
PHOTO SUPPORT
ANALYTICS
GOAL BUILDING
SOCIAL HELP CENTERS
With all these great possibilities come more questions. Before we dive into all the capabilities across the different channels, here are a few helpful resources to leverage.
• www.business.instagram.com/blog?
• www.later.com/blog/category/instagram
• www.sproutsocial.com/insights/best-times-to-post-on-social-media
• www.carney.co/daily-carnage/here-are-the-best-times-to-post
• www.later.com/blog/best-time-to-post-on-instagram
BEST TIME TO POST
70BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY
You’re now on your way to building your #businessofclean on social media. Don’t forget to tag us @BEAUTYCOUNTER so we can share.
BEAUTYCOUNTER SOCIAL MEDIA GUIDEBOOK #BETTERBEAUTY71
BEAUTYCOUNTER#BETTERBEAUTY | #BUSINESSOFCLEAN