Social Media study of Indie Perfumer Sucreabeille I reviewed an indie perfume brand called Sucreabeille for my final project. I chose this brand for two reasons, I thought no one else would do this one and I personally use the products. The firs…
I reviewed an indie perfume brand called Sucreabeille for my final project. I chose this brand for two reasons, I thought no one else would do this one and I personally use the products. The first time anyone goes to their website they all have the same question. How the heck do you pronounce that name?Which is pronounced "SOOK-ruh-bay", not "Sook-ruh-bluh." The name in English translates to sugar bee. They are a woman – owned business that was bought out in 2018 by the current owner Andrea Fender who is referred to as the Queen Bee and the people in the group are address as bees, which is adorable.
This indie perfume company has themed lines of perfumes and body products and a lot of fun and snarky names like "I come from a long line of terrifying woman," or one of my favorite scents "Eternal Darnation." A lot is put into the business as the scents have back stories which are interesting and sometimes elaborate. There are special occasion scents like only on March 14th can someone purchase π and Friday the 13th is the only day to purchase Therom 13. They rotate their scents in and out seasonally to keep everything fresh.
The business is always supporting other small businesses and sells other indie company's' items on the website, even other indie perfume companies. As it was stated, small businesses are not the competition. It is the large chains with which they are competing. Every Saturday throughout the year there is a post called small business Saturday that allows everyone to post their business links on the thread. The company has even purchased items from people and included it in the monthly subscription bags.
Social Media Presence
Sucreabeille is on the following platforms.
Tik Tok, Instagram, Facebook with an active Facebook group and Pinterest
Tik Tok
There are 3192 followers on their TikTok account and 10.7k likes. The videos I checked are highlighting either a new product or highlighting existing perfumes sometimes reviews from customers. The quality of the videos is good, which is probably why they have more likes than followers. The one glaring problem with this account is that it seems to have not had any activity from the company since September 2023. I did not see any interaction with the customers on here prior to or since this time. There were posts by people reviewing the perfume that had engagement. What I have noticed was that most of the comments that were current were on posts that were over six months old.
The Instagram account has 23.7 followers with 2,445 posts. This account is current and has posts at this time 20 hours ago and they post pretty much every day. The posts are mainly photos about scents and upcoming releases and sales which seem pretty standard. There are also the same small business Saturday posts that are on their Facebook account. There were a few posts I found where there were attempts to make interaction with people, but they did not get very far. I did not go through all of the posts; I checked a sampling of them. The photos are good but, no personal feel to the posts.
The Facebook account has 31k followers. A lot of the posts which are daily are the same as the ones on their Instagram account, new releases and sales but, also there are occasionally other posts that encourage interaction. They really do not go anywhere though. The photos are good but as is normal it is the same posts that are on Facebook.
What I find most interesting is their Facebook Group, where everyone is welcome, and they do not care if you are a customer or not. The owner and other employees are frequently on and answer questions or start conversations. There are over 19k members in the group and there are multiple posts each day. Even though there are less followers than on the other social media this is the one that gets the most attention.
The Pinterest account has only 950 followers but there are 468.4 k monthly views. It is hard to tell how often they are posting because of the lack of dates. I did not see any comments on any of the photos, which again are all product and sales information. There is no interaction on this account although I must say I have tried to figure out Pinterest many times and I still do not see the point.
Social Media Analysis and Evaluation
The overview of Sureabeille is that most of their interaction with their customers is in their Facebook group, there is Patreon with Fearless Podcast that has 181 participants, but I cannot speak for how often there are posts made. There seems to be a lack of public posting of anything other than impersonal posts which is strange because the Facebook group is the exact opposite of this. This is a business account, but the majority of businesses will also have questions or polls or even show me your dog or something similar to get people interacting. People do not want to feel as though the company is only interested in a person buying something even though that is the point.
Tik Tok use has been absent since 2023. Instagram is posted daily as is the Facebook account, but these are most likely posted on both at the same time since they are identical.
One of the highlights across all of their social media is that they have consistently great photography. They have some of the best product photos I have seen.
The Halloween scents are mentioned on a website called Blush, the same article mentions Estee Lauder and Yves St Laurant that's pretty good company to be in.
There are multiple reviews on You Tube but they never created a You Tube account.
Commendation and Recommendations
The place where this company shines is their Facebook group. There is interaction between the company and people. This has grown over the years and became a safe space where people support each other and are free to speak without judgement. The majority of their digital footprint is positive, there was one review that did not have a lot of positive but not everything is for everyone.
I have found nothing in their digital footprint that would be in contradiction to the brand identity. They have a very positive attitude and obviously are fun, I do not think anyone can make a perfume called "Unicorn Farts" and not be fun.
They have a very loyal fan base that has a monthly swap originally initiated by the company. Which is just what it sounds like if someone does not care for something they bought they can swap it with someone for something else. This is a small business and I only see three people listed on their website. There is only so much time in a day, this could be why they do not have as much interaction on their social media accounts as they could. Trying to do everything yourself is impossible and will cause burn you out fast.
Most people want to see a little bit of the person behind the company. Photography and posts are good. As stated, no one wants to feel like the company is only interested in selling something, people respond better if they feel that they know the person selling something, Posts like a pet or making the product are the best place to start.
Having accounts that are open but dormant may send the wrong message. People are posting questions and comments and not receiving answers because the posts are over a year old. It leaves the illusion that they are being ignored or the company does not care. If possible either start to use it or shut it down and focus on something there is more time for. It is sometimes best to do one thing great than fail at multiple things. There should be more interaction put into their Instagram and Facebook account, not just the group. If needed maybe hire someone to manage social media accounts to free up time for other aspects of the business that are more pressing. Even if using a scheduler someone that is capable of creating content is still needed. People that love the brand will refer it to their friends which is great, but a lot of people are being missed by the lack of posting on TikTok, and the cold posts on Facebook and Instagram. In summary, I have a few recommendations. I think that the best part of being a small business is the close relationship with your customers, this company has great communication with their Facebook group. They consistently post on their Facebook and Instagram account but, it could be more personal. Either upload more frequently to the Tik Tok account or delete it. If they do not have time to create content, they should consider hiring someone or a service to do it for them.
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