Tarte Makeup Company and Social Listening

This week I did a social listening assignment where I looked followed Tarte Cosmetics for six days. Tarte Cosmetics was found in 2000. Unfortunately, I am not apart of this brand so I could not look at the direct stats of the company, but if I had the opportunity, I would have used Hootsuite. Hootsuite is a social listening tool that lets you connect over 35 different social media platforms to schedule posts, curate content, look at detailed analytics, monitor your accounts, allow for team management, increase the security of your accounts, and includes many different inside apps and integrations.

I analyzed Tarte Cosmetic's Twitter and Instagram accounts, as that’s where they are most active, and their main source of communication and advertising. Tarte is very interactive and sets out to relate to their followers, make sure they are up to date on new products, and promotes current products. They do giveaways, respond to customers, and make sure any issues are taken care of. I am not sure what tool Tarte is using for social listening, but it is very effective as they are very responsive to customers, and their numbers are growing.

After tracking the brand, I was able to see that on Twitter in the last 6 days, Tarte has gained 2,080 followers and posted 74 tweets. On Instagram in the last 6 days, they gained 31,061 followers and made 25 posts. On Twitter, Tarte received 14,293 likes and 2,753 retweets, I wasn’t able to track all of the mentions but there were 272 total direct response mentions under their posts from the last six days. On Instagram, they received 1,296,540 likes and received 105,681 direct comments under their posts.

Some hashtags that were used throughout the six days were #plantpowered, #crueltyfree, #shapetapenation, #seathechallenge, and #instagramdown. Instagram is the most positive platform, with almost 9.4 million followers, and Twitter only has 872K followers. With Instagram, I noticed there were a lot of sponsored posts which allowed for a much greater reach and the likes and comments on those posts nearly doubled. On both platforms, giveaway posts had the most traffic and the greatest numbers. I think this shows that Tarte’s audience is a lot more active on Instagram. Instagram has a lot larger age range including younger teens that may not be reached on Twitter. 

Tarte uses a lot of influencers, that is their main source of advertisement. Multiple times a year they will create a #TrippinWithTarte campaign, and send social media influencers such as YouTubers and Instagram models to crazy destinations and events such as Coachella and Bora Bora. They will send the influencers for free and give them a ton of free merchandise and the influencers promote the brands on their socials.

The main findings from this analysis, are that Tarte does a great job in reaching their audiences, posting consistent content, and using influencers to spread the name of their brand.