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Can Social Media Help Shave Off the Competition?

How social media is an integral part of digital marketing.

Social Media started as a way for individuals to connect with loved ones, share their life, explore ideas with one another, build relationships, and essentially have a place to store all their selfies. But since its inception, it’s become a notable part of digital marketing strategy amongst prominent emerging brands. Social Media apps are personalized and readily available at the touch of your fingertips, quite literally. So digital marketers took notice of this accessibility and began using it to their advantage. These days, if a company wants to maintain brand awareness and consumer loyalty they have to have a Facebook, Instagram, Twitter, and Youtube account. The long-term vitality of their brand would suffer from a lack of online visibility.


Social Media’s unbeatable trait is its ability to create “word of mouth” or viral marketing. The word ‘Viral’ these days can have a negative connotation to it. But in reality, it’s what marketers are striving to achieve on social media. Just take a look at the B2B company Billie, a body hair removal company. In an industry that’s more than 100 years old, Billie has found a way to shave off the competition. If you haven’t guessed already, it’s because its marketing strategy is heavily concentrated on social media but created key differentiators. Billie went viral online following its use of female models with body hair. It was the first company in its industry to break that mold and display the authenticity of a women’s shaving experience. Competitors love to highlight the absence of body hair to make a profit. But what Billie found is that the brand’s authentic depiction of a woman’s relationship with her body hair really appealed to social media users. Billie decided to differentiate themselves by not only advocating for this authenticity but also giving women the choice of what they wanted to do with their body hair.

To shave or not to shave. That is the question. Billie says to do whatever you want. This advocacy on social media sets its brand apart from its competitors and creates a whole new avenue of possibilities. Billie’s social media image fits the common Millennial or Gen-Z archetype and continues to prove social media’s impact on a brand’s longevity and positive sentiment.

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