RARE BEAUTY SOCIAL MEDIA AUDIT
A comprehensive audit analyzing Rare Beauty’s digital presence, content strategy, and audience engagement across platforms.
Platform Presence
Rare Beauty has a significant presence across social media platforms, including Instagram, TikTok, X, Facebook, and Pinterest. With a cumulative total of 11.7 million followers, Rare Beauty uses each of its platforms to share product launches, makeup looks, tutorials, and more to engage its audience. Their content and presence allow the brand to connect with its fans, showcase its product line, and most importantly, promote its message of inclusivity and self-expression. For this social media audit, the Rare Beauty Instagram account is the focus network.
Brand Alignment
Rare Beauty successfully executes a content pattern across their website and Instagram (as well as the rest of their networks). Both platforms follow the same aesthetic: light shades of pink and nude contrasted with dark purples and magenta. All broken up with a white background and black text, the colors are in unison. Rare Beauty’s Instagram features slightly livelier, more organic, and raw posts that come together seamlessly. Humanizing their Instagram account is a smart move because it comes off as more personal, whereas the website comes across as more professional yet still playful. As a frequent Rare Beauty consumer, I find the accounts follow the same content calendar, as their promotions are in sync. The positive language is also consistent; both platforms feel like they are speaking directly to the consumer. Rare Beauty puts people first, and it is obvious throughout their website's captions and headings.
Marketing Goals
To “Delight, Empower and Inspire,” Rare Beauty has a clear vision of creating a welcoming space in the beauty world. The brand is constantly aiming to “break down unrealistic standards of perfection” by promoting self-acceptance, inclusivity, and mental health awareness. Founded by Selena Gomez, Rare Beauty aims to challenge beauty standards and empower individuals to embrace their uniqueness. Especially concerning mental health, Rare Beauty is committed to supporting mental health initiatives. The Rare Impact Fund was launched by Selena Gomez, meaning 1% of all Rare Beauty sales is donated to organizations focused on providing resources and support to those in need. Additionally, on World Mental Health Day, October 10, Rare Beauty proudly donates 100% of sales to their Impact Fund, ultimately supporting individuals all around the world. To learn more, visit the informational page on their website, which thoroughly breaks down their mission to support mental health. Their goal is to raise $100 million over the next 10 years, and so far they're on track to reach it.
Content Mix
The Rare Beauty Instagram account has a mix of reels, posts, links, and stories. Using all content types is beneficial for the brand by increasing exposure to new followers, driving foot traffic, and attracting loyal customers. Product presentations, tutorial videos, funny and relatable POV’s, and trendy edits are types of content you can expect to see. Their Instagram features influencers and creators of multiple nationalities, genders, and religions. Rare Beauty's already established brand is enhanced by its founder, Selena Gomez. Even though Rare Beauty is not a celebrity brand, Gomez's individuality enables fans to ‘connect’ with her. The content is personable, as captions usually consist of a question such as “What is your favorite @RareBeauty product? #LoveOn #SelenaGomez,” which was a caption for a collaboration post on April 8th featuring Rare Beauty products and Gomez’s recent single, ‘Love On’. The mix of Gomez and her brand complements the brand's mission of being unapologetically you. Moreover, Rare Beauty’s reels are typically 10-12 seconds long and always feature real human voices and faces. The short reels are purposely edited to keep viewers' attention spans, showcasing how well Rare Beauty knows its audience. Targeted at millennials and Gen Z, their tactics are tailored to their buyers.
Engagement, Frequency, and Performance
Rare Beauty uses social media posts to engage and create a connection with their audience. You can expect 1-2 grid posts and/or reels, and 1-3 stories daily from their Instagram. As this seems frequent, it is the top way to stay connected with their followers. Of their 7.3 million Instagram followers, roughly 64.6% are female, and 35.4% are male, which is impressive for a beauty brand. Rare Beauty averages 39.9K likes and 284 comments per post, with a total engagement rate of 0.59%. Even though their TikTok account technically has the most engagement, their Instagram platform is a close second. However, on both accounts, Rare Beauty actively responds to fans, follows up on questions, and reacts to comments. Overall, Rare Beauty does an exceptional job at connecting with their followers and tailoring a feed that performs for its audience.
Content Development Brainstorm
Although there is not much Rare Beauty can do to improve, my recommendations would be:
● Product Innovation: introduce new products that align with consumer needs, keeping the brand fresh and exciting.
● Behind-the-Scenes: give a POV or glimpse of product development.
● Interactive content: Rare Beauty does this, but I encourage it more frequently as it is fun for their followers.