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We recently caught up with Tiffany La, Social Media Marketing Coordinator for Glamnetic, the popular magnetic lash brand. Founded in 2019, Glamnetic has sold over 500,000 lashes since its launch and is the fastest-growing lash brand in North America.
We spoke to Tiffany about how Glamnetic has cultivated a thriving customer community and how they have implemented successful loyalty strategies to grow their brand.
I’m the Social Media Marketing Coordinator for Glamnetic. I run the “Glam Fam” – our Facebook community group. This is where the most loyal and engaged Glamnetic fans come together to bond and have conversations.
We are proud that our customer community is wide and diverse. Anyone from skilled beauticians to complete novices can take part. I’ve had the pleasure of talking to so many customers from all age ranges. One of our favorite community members is someone we call Glamdmama. She loves her lashes and she’s 87!
The key to our community is that it is inclusive. Anyone can join our page and it’s a positive and uplifting space. You’re there for the love of makeup and Glamnetic, but you stay for the friendships and community.
Glamnetic has an exclusive Facebook group with almost 30,000 members. It’s a private secret group so you have to request to join. Then you have to answer a few membership questions, although they are very easy. We ask questions to gauge how many purchases they’ve made with our brand and how much they know about Glamnetic. But, it doesn’t matter if you haven’t made any purchases yet because it’s also a prospecting group. Anyone can join.
If you’re looking for a group of supportive women, we want to be that. There’s so much positivity in the group and you can meet and greet people.
From the beginning, our CEO Ann McFerran created the Glam Fam because she wanted to know more about her customers. She saw the value of connecting with customers on an authentic level. That’s the foundation of the group.
Nowadays our product development team asks us to conduct polls in the Glam Fam so that we can learn more about our customer’s wants and needs. We can ask them questions like: what products do you want us to release? What colors should we experiment with? How should certain products be packaged? We love using our platform on Facebook to understand our customers.
Ann is very busy but whenever she can she’ll have conversations with group members. She understands that small businesses must be authentic and continually speak to their customers. We never underestimate their value to the brand. And if we have a big launch they always get the first hints and teasers.
A few weeks ago I hosted a live Q&A. I spoke to some community members about how they liked our rewards program. It was great to receive some raw feedback in real-time and it helps us to always prioritize our customer’s best interests.
The team, and Glamnetic as a whole, is very inclusive. That’s carried out in our brand voice too. The customer is always included in the company journey. Ann has always been very vocal and open on her own platforms and that has contributed greatly to Glamnetic’s success.
On our Glamnetic Instagram account we have “What’s Up Wednesday” which lets followers know what it is like to build this brand. I think that’s a critical part of our success.
All of our social content tries to speak to our customers openly and honestly. For example, on our Instagram Stories we have started “Story Times”, where we talk about how we started the brand and how we came up with our lash names.
Within the Glam Fam we like to ask our customer base what they’d like to see. Last week I hosted a try-on haul from one of our most recent launches. I told them the story behind the launch. It was a great way to make our community members feel included in the brand.
Social media and online communities are always evolving. You have to keep adapting. If you want to be successful you have to always be changing. We always look towards our goals.
At the top of our mind are our customers. We want to grow as much as we can, but we want to focus on quality rather than quantity. We’d prefer a close-knit community of super fans rather than an enormous unconnected customer base.
As for the near future, I can share a little sneak peek. I’m currently working on an ambassador program. We’ve heard that many customers are promoting our brand and we would love to create some kind of reward system for them. This is something that the Glam Fam on Facebook really inspired me to do. It’s great because our customers inspire us and their feedback helps to enhance our product over time.
There’s a lot of great things coming up for Glamnetic. If you want to see what’s up with Glamnetic, definitely check out the Glam Fam.
Want to see more community-led brands seeing success? Download the Community Matters report today.