SOCIAL MEDIA GUIDEBOOK - Beautycounter · 2019. 12. 4. · BATYCT SCA MA GB 2 BTTBATY WELL, HELLO...

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



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?


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


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.


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.


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.


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.

Instagram

Facebook

Twitter

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.


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”


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.



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.


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.


BREAKING DOWN THE BIG THREEInstagram, Facebook, and Twitter


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.


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.*

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1. POSTSINSTAGRAM CAPABILITIES



2. DIRECT MESSAGEINSTAGRAM CAPABILITIES

BEST PRACTICES

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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.



BEST PRACTICES

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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


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


Add a donation sticker to

allow people to donate to a

nonprofit that you care about.

DONATION STICKER


Add a poll sticker or emoji slider sticker

to write your own question and customize

the answers.

POLL STICKER or EMOJI SLIDER


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


BEST PRACTICES

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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


BEST PRACTICES

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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


BEST PRACTICES

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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


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.


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.

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1. POSTSFACEBOOK CAPABILITIES



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.

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2. EVENTSFACEBOOK CAPABILITIES


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.

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3. LIVEFACEBOOK CAPABILITIES


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.

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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..


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.)

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5. MESSENGERFACEBOOK CAPABILITIES



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.


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.

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1. TWEETSTWITTER CAPABILITIES



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*.

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2. PINNED TWEETSTWITTER CAPABILITIES


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.


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.


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


Thursday:

Monday, Tuesday, or Thursday:Facebook

between 9am and 4pm EST or between 11am and 1pm EST


Monday or Thursday:

Monday to Wednesday:Twitter


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



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.


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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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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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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#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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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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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.



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.

•

•

•



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.

•

•

•


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.

•

•

•


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.

•

•

•


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.

•

•

•



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


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.


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.

•

•

•

•

APPENDIX


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.


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*



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.


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


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


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.


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


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.

•

•

•

•

•



#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


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


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



• 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: 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



• Dimensions: between 440x220 and 1024x512 pixels; appears in stream collapsed at 506x253 pixels

on desktop



• 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


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


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


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

PINTEREST


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


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#BETTERBEAUTY | #BUSINESSOFCLEAN

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