This week has been the first week that I’ve been following and checking in on the company Morphe. This is a makeup company that started as just brushes and has now expanded to all areas of makeup and skincare. Their target audience is the younger generation, and they play along with this very well by using well known popular creators at the moment such as the D’amelio sisters and Maddie Zeigler.
They just released a new eyeshadow palette created by popular TikTok star Avani Gregg. In their most recent Instagram post (see screenshot below) they found a way to interact with their followers. As you can see she’s wearing an orange outfit in the picture, so their caption was “What are your fave orange emojis? Drop them below if you love @avani’s look using her For the Bebs Palette.” This was only posted four hours ago and they have 34 comments with people interacting with this post. I think this is a good way to get your followers engaged.
While I was scrolling through twitter I saw an interesting comment (see screenshot below for reference). From this comment it doesn’t seem like Morphe is handling customer complaints very well – they haven’t answered emails or even responded to the comment. Like the women said in her comment – at least a post saying the orders will be late would’ve been helpful. This is how they will lose customers, so this is something I want to keep monitoring moving forward.
Blog Proj Summary Week 2:
For week two, I actually decided to poke around on the social media platform, TikTok. This is a huge form of social media that has been on the rise the past three years, and I would say a huge portion of Morphe’s audience is on this app. This app consists of short videos, and Morphe used this to their advantage to promote new products. They were able to show the types of makeup looks that you are able to create with certain products – and show a visual representation of how these products work. This is a very smart advertising tactic because it gives a visual that is intriguing to the consumer. Although, when I went into the comment section on the video (and others), it wasn’t getting the same attention that I thought it would. Very little comments for an account with over a million followers. Morphe also had no comments responding to any followers on the videos- so there was no interaction.
It is important for companies to get insight from the customers on their products and how they are liking them. Morphe is on the right track with this tweeting, “which product would you want an unlimited supply of?” Followers would then go on to comment on the post about which products were the obvious favorites for them. Morphe can take this information into consideration when trying to figure out what’s working and what’s not. This is a key customer to supplier relationship. This was very popular among the followers, as there were many comments on this tweet.
Blog Proj Summary Week 3:
Morphe is a really aesthetically pleasing company to follow on social media. I really enjoy seeing their posts because of the cool makeup looks they post, the new collections, and information about their products. Their feed is always so colorful and they do a really good job of using relatable captions. The first post I want to talk about is the first one pictured below which is about their new Lip Plumper. Morphe does a really good job here of explaining the key benefits of this product in a pleasing to look at and informative way. They also included a link to their online shop on the post. This is a really good advertising strategy because they 1. Explain and try to convince you on why you should buy this product, and then 2. If you are convinced you can (very conveniently) go to their website and purchase it.
I have observed a big red flag about Morphe over the past few weeks following the company. This is the third time I have witnessed comments of people complaining about their orders not coming in, and Morphe not answering their complaint emails, dm’s, comments etc. I attached a picture of just a few of the comments on one of their recent instagram posts. This is very concerning because of the number of comments about the same issue. The products not coming in on time is already an issue, but if they can’t compensate with follow up emails, that is the issue. They are going to lose customers quickly if they keep this up. They have great marketing and popular products, but people may start looking elsewhere due to this issue. Also mentioning, I have seen these comments on every one of their social media platforms. Word gets around quickly, and once they have a reputation like this, it’ll get very hard to regain trust of consumers.
Blog Proj Summary Week 4:
Morphe does a really nice job of featuring their customers on their pages, which is a great form of customer engagement. If you send them makeup looks featuring their products, there is a chance you will be posted on their page and tagged. They posted this instagram picture (see below) on the second day of October, which is Hispanic Heritage Month. To celebrate this, they featured three different looks (with the colors of hispanic heritage) by different hispanic people. This is a great way to show engagement in other cultures and celebrate this, and to some customers, this could be a very good reason to want to support this company. This is a great way to build relationships and connections between the company and the customer. It’s very motivating for customers to buy Morphe products in order to be featured on their social media pages. Especially if you’re trying to grow your social media platform and get your name out there in the makeup industry.
The picture below is about Morphe’s new giveaway they are doing on their social media accounts. I think giveaways are a really great way of engaging your audience, because it gives an incentive to the audience because of the prizes involved. Normally, in giveaways such as this one, participants have to promote the brand. For example, Morphe said they have to tag a friend (or as many as you want because one tag= one entry) and this helps in introducing new people to the brand. It’s a win for the company because it engages the current audience, plus potential new customers. It’s also a good way to increase your company’s following on social media because this giveaway (and many) you need to follow the company. I think Morphe was really smart to introduce a giveaway.
Blog Proj Summary Week 5:
Something that Morphe does really well is pushing the anticipation factor of new products or arrivals. They use keywords such as “coming soon” which is a great way to engage the audience and excite them about what it’ll be. The emphasis is on the word “BIG”, putting in in all capital letters, and then giving a detail about what it will entail using the phrase “holiday plans.” Teasing the audience like this is a great marketing strategy – because human curiosity is so powerful.
Morphe is good about tying in real-world issues and/or relevant factors in modern society into their posts. Today, October 10th, was National Mental Health Day, and Morphe made sure to post about this, while tying into a marketing strategy. They had partnered with Ashley Strong, who is a huge advocate for mental health, and she had created a makeup palette with them. So, Morphe was able to touch on how important mental health is – but also promoting their product at the same time by linking them together. Since this is such a relevant issue in todays society, showing recognition is smart by the company.
Blog Proj Summary Week 6:
Just like I was talking about in my previous blog proj post, this is another really good example of using anticipation to draw in your audience. First, it provides the consumers with an excitement factor about something new. Second, they use this fun way of guessing what it is – “Unscramble to find out.” This is a great skill in marketing because it looks beyond the present and anticipates consumer needs/wants to design and implement new products they will be excited for. Another thing is that they use keywords such as “trust us,” that let us think that it will be something that we don’t want to miss out on.
Morphe is very active on their instagram story which is a great way to interact with the audience, as well as putting out short, informative, or intriguing messages. Morphe utilizes the “ask a question” feature that is available on instagram stories. As you can see in the screenshot below they asked “What are you dressing up as for halloween,” and then it gives the audience an option to respond to the question. This form of interaction is fun for the audience, and shows that they care about their consumers. Something else Morphe does that is smart is giving their audience a name – in this case “Morphe Babes.” They always refer to the audience as this, which is a great marketing strategy because it gives them a sense of unitedness. Like they are part of a group, and it creates a more personal feel and relationship between the company and the consumer.
Blog Proj Summary Week 7:
I wanted to start off this week’s blog proj by talking about something that Morphe has improved on since I started following the company on social media. When I first started following the company, they would never comment back to people’s questions in their instagram post comment section. Recently, I’ve been seeing a lot more activity from them in this area. As you can see from the screenshot below, this is just two of the many examples of where they responded to important consumer questions. It shows respect to the audience. Not responding to social media comments provides a negative association to the company. Engaging with your consumers leaves an impression. To add, social media is the most important form of communication in our modern day society.
I also wanted to touch on the effectiveness of Morphe’s Instagram bio. “Why fit in when we were born to stand out?” This is a very common theme among Morphe’s products which strive to promote artistry, experimentation and self expression through makeup. The notion that everyone is unique in their own way is so appealing to many people. This creates a safe space for people and feel that this company will give them the products that will allow them to stand out. Not included in a screenshot, but is worth mentioning, is Morphes twitter bio – “Blend the Rules.” Which creates the idea that there are no rules in makeup and Morphe gives everyone the ability to strive for creativity. Looking at both of these bio’s on each social media platform, you can see how much positivity and acceptance Morphe has – which is very key in society today.
Blog Proj Summary Week 8 :
Something that I’ve noticed during my time following the company on social media is the overlap on their posting between Instagram and Twitter. This is something that they have done all along, and only a few of their posts are different from each other. This repetition of posts may cause the audience to lose interest and get bored. When I mean the same, I mean the exact same caption as well – as you can see from the screenshots below from their Instagram and Twitter feed. Could this mean lack of interaction with a certain platform compared to another? Will one account lose followers? Will both?
I’ve talked about Morphes TikTik page before, because I think specifically with their target audience, this is a key platform to utilize. A key aspect is how good the quality of the videos are – this is much more appealing to the eye and attention drawing to new & old customers. In the video I screenshotted below, they did color swatches of the new colors in their new palette. Getting this visual could be the deciding factor if the consumer wants to buy the product or not. TikTik is also a good platform to follow because you don’t necessarily have to be “following them” for their video to show up on your feed like Instagram, Twitter ect. If makeup is something that you enjoy and interact with on the app, good chance their videos will come up on your feed. This is a great way to draw in new customers, especially with the fun, intriguing, inviting videos.
Blog Proj Summary Week 9:
The first thing I wanted to look at this week was Morphes Facebook platform, because I haven’t looked into that much since doing this. The first thing I noticed was the first thing you see on their page is a picture link to their online shop. As you can see from the picture below, they display four different items, probably with the idea that one will grab your attention from first glance. This is why it is smart to have the shop be the first thing that you see. It grabs your attention quickly and it is a link so you can easily and effectively click on it to bring you to the website. In this case, it doesn’t bring you directly to the online shop, it brings you to a more detailed link of the picture with a “buy now” and “add to cart” button as you can see below. So now you don’t even have to go through the trouble of adding to cart ect, it’s already there. Efficiency and accessibility is a great way to please the consumer and trap them into wanting to buy something.
With accessibility being a common theme here, I wanted to continue with this by presenting another example. Morphe has used Instagrams “Highlight” feature, which is intended to “highlight” important information that they want tokeep front and center. For example, Morphe has highlighted its new “Mickey and Friends” new artistry palette, and other recent palette collections. It is much easier for the consumer to find a detailed look of the palette all together in one place, rather than scrolling through their instagram to find various pictures. Along with this, they do include a link to the online shop where you can buy it, on the highlight story. Again, accessibility is an important skill to factor into your marketing strategy.
Final:
