ColourPop Case Study: How Social Media Can Increase Your Sales

Sometimes, it can be difficult to understand the cycle of how social media reaches an audience and results in sales for a company. From the second that a post goes up, what exactly happens?

For many individuals, it is hard to stray from the thought that social media posts and ads should lead to direct sales. For the most part, social media posts do not lead to direct sales. A social media post goes through many phases and reaches many individuals before one can see a substantial increase in sales.

I would like to share an experience with you that might help to clear this idea up. Recently, I purchased lip products from an online cosmetics retailer called ColourPop. This purchase wasn’t from seeing an ad on Facebook and thinking, “Hm, these look nice! I’ll purchase them to try them out”. The first time that I learned about this company was through my boss at work. She was raving about this company called ColourPop that has affordable cosmetic products and that I should give it a try! She had seen a video on YouTube of a makeup artist trying it out and reviewing the product. Looking at the infographic at the end of this post, my boss would be known as “The Connector”. She told me how she had been telling all of her friends about this company and that they also loved the products. So, I decided I would take a look at their website, read some reviews online and watch YouTube review videos. A little while later, I sat down and ordered some lip sticks. Let me tell you, these products lived up to their expectations!

What did I do next? Of course I posted all about the products on my social media platforms (Facebook, Snapchat, Instagram, etc.) exclaiming how awesome these lip sticks were. I am seen as “Influencer #1”. Aside from posting on social media, I also had done what my boss had done. I went to my friends and raved about ColourPop. Furthermore, a few of my friends saw my social media posts and ordered the product just from seeing my reviews on social!

My power of influence led to my friends, “Influencer #2” and “Influencer #3,” to get online and purchase some products themselves. They received their products in the mail, and while that was happening, my post on social media was blowing up! People wanted to hear more about these products. I eventually directed them to ColourPop’s Facebook page and the cycle continued.

This might seem confusing to some, and it might take a couple read throughs to fully understand how the system works. Social media CAN increase sales in a company. It may take some time to reach the right people, however, once it reaches that one person called “The Connector”, your products and services may very well become the talk of the town. I’ve had clients who don’t get immediate sales, and then believe there is no ROI in social media marketing. This is just not the case. Think of social media as word of mouth marketing. By being present on social media, you’re giving your fans an outlet to post about your products, as well as share your pages with their own friends. Patience is key!

To stay up to date with social media news, tips and more, join my free Facebook group!

infographic