Nykaa's unbeatable social media strategy.

1. SOCIAL MEDIA STRATEGY

2. Introduction
Nykaa has cosmetics, haircare, bath and body, skincare,
luxury and other wellness products for men and
women.
Nykaa works on an omnichannel model where they
have established a strong presence online as well as
have opened up more than 68 stores across the city.
They work with more than 1500+ brands and have
been successful in becoming one of the most prominent
brands in India. Their reason for success and growth
has been their effective and enthralling marketing
strategies.

3. Social Audit

4. Instagram - 2.2 mn
Facebook - 3,448,642 follows
Youtube -1.28M subscribers
Pinterest - 32.5k followers
Twitter - 39.2 k
It has created a strong presence having four social media accounts
consisting of its in-house brand My Nykaa, Nykaa beauty for promoting its
e-commerce platform, Nykaa fashion for its e-commerce apparel store, and
Nykaa beauty book that offers various beauty and makeup tips to the
audience.
Active Platforms

5. Community size
Nykaa currently has a 28.6 percent market share in
the Indian online beauty and personal care market
maximum of which is women.

6. Engagement on platform
Nykaa receives an average of 2K likes & 20+
comments per post on Instagram and the engagement
rate is increasing.

7. Content Quality
Unbeatable.
Nykaa creates eye-catchy and trendy
content that plays well with the audience’s
mind. The brand employs high-end content
to display worldwide trends, which has
proven to be a winning formula for the
brand name, with some of the best content
marketing campaigns under its belt.
Nykaa’s content marketing is one of its
most powerful strategies that makes most
of its customers.

8. E-A-T
Accurate
Written for the target audience
Accessible
Optimized
Creatively & Grammatically
sound
Right length & Readability
Social media shares and
engagement
Good page speed score
Smooth On-page actions
Earned backlinks
Conversions after viewing
content

9. Objectives
they're trying to
meet through
SM Platforms-
Nykaa offers a variety of
consumable content to the
audience hence converting them
into its customer.
The brand aims to attract different
types of audiences by generating
trendy content for various
platforms to establish a brand
relationship and awareness

10. Nykaa’s Instagram and Facebook Marketing Strategies
The company has accounts on a variety of social networking sites. It has ten official accounts: Nykaa Fashion, Mynykaa,
Nykaa Beauty, Nykaa Man, Naykd by Nykaa, Nykaa Naturals, Nykaa Wellness, Nykaa Fashion Kids, Nykaa Pro, and RSVP
by Nykaa, all dedicated to the main brand. Their main account, @mynykaa, has over 2.2 million followers on Instagram,
where they give away makeup tips, collaborate with influencers, publish contest-related information and offers, and show
off their products.

11. Influencer Marketing &
Building a network
Nykaa relies heavily on influencers and content
creators to promote new brand launches and sales,
despite having actor Janhvi Kapoor as its brand
ambassador. It believes in cultivating long-term
connections with influencers to enhance consumer
trust and engagement.

12. Youtube Marketing
Nykaa has a YouTube channel called
“Nykaa TV” that provides individuals with
video assistance for utilizing cosmetics and
fashion products and staying current in
society. The brand focuses on providing its
target audiences with consumable content
such as beauty, personal care tips, makeup
hacks, and much more.
*Bonus-
1. Updates about products and ongoing sales 2. Live-Streaming 3. Direct Customer Interaction via tweets &
comments 4. Driving traffic to Blogs 5. Featuring website products to drive audience 6. Run campaigns 7.
Advertising and brand relationship building 8. Collaborations with influencers & Youtubers

13. Nykaa's Comparison with Market Competitors
Nykaa has quite a few competitors in the fast-changing and rapidly growing beauty & fashion market. Though amongst all,
Mamaearth.in and purplle.com are two of its biggest competitors in India.

14. Traffic
Share

15. Recommendations

16. Objectives they should carry
The main objective of Nykaa should focus on is to drive traffic, build the brand's credibility, and diversify globally bringing global
brands on the platform ( affordable to high end products). Nykaa, being one of the biggest names in the Fashion and Beauty
industry, can become a global influence for sustainable fashion and beauty.
Social Media Objectives- to sell make up and skincare but also to embrace the beauty and power in you.
To post more consumable and valuable content.
To increase the lifetime value of customer.(good delivery and after delivery experience )
To also Collab with micro influencers to dig deeper into smaller audiences.
Leveraging WhatsApp marketing for more conversion

17. Platforms they should focus on
- Instagram and Facebook for content marketing and brand building
-Pinterest has a lot of potential to attract audience with quality images
/content & drive in sales
- Strengthen the web presence by focusing on better SEO strategies
- Capture in the WhatsApp Audience
- YouTube, LinkedIn & Quora
What type of content should they do?
- gender neutral makeup and skincare series
- awareness content - breaking myths about makeup, stereotypes and gender
- user generated content
- various exciting contests and giveaway.
- awareness type - products for mature skin
- product for teens
( to attract genz and upcoming generation)

18. Frequency of posting
On Instagram, post between 3-7 times per week(With active engagement and stories).
On Facebook, post between 1 and 2 times a day.
On Twitter, post between 1 and 5 Tweets a day.
On youtube, post between 2-3 videos per week.
The right posting frequency can help you keep your audience engaged — but each platform
(and account) has its own best practices.
2 feed posts per week, 3 -4 reels per week, and 2 Stories per day are ideal for building a
following.
The quality of content matters more than frequency. While posting more content may help to
some extent, the more relevant and useful content is to the audience, the better social
channels will perform.

19. Target audience
Nykaa's target audience ratio is 80:20 (female to
male ratio). They focus more on upper-middle-class
women who wish to look well groomed. The age
group being 18 to 45 years.
We recommend them to also focus on
the male audience (nykaa is often
understood as a female's brand that
only have make up and skincare ) but
that's not true they have grooming,
wellness, health, fashion and lifestyle
products as well.

20. Target audience
Recommended by us
for teens - 15-19
for people in their 20ies
for people in their 30ies
and for mature skin.
Male: Female: Other - 30:60:10
Age 15 to 60
They should diversify their products for different
age groups
They also have affordable products that can be
offered to the middle-class segment. (Also target
middle-class people for their affordable yet
quality range)

21. Impressions are how many times a post shows up in
someone’s timeline
Reach is the potential unique viewers a post could have
Engagement: Likes, comments, shares, and clicks
The engagement rate is a metric often used to track how
actively involved with your content your audience is and
how effective your brand campaigns are.
Awareness: Impressions & reach
Metrics to track

22. ROI metrics
Conversion rate measures how often your social
content starts the process of a conversion event like a
sale.
Cost-per-click, or CPC, is the amount you pay per
individual click on a social ad.
Note - A higher lifetime value of a customer combined
with a high conversion rate means you can afford to
spend more per click to get visitors to your website in
the first place.

23. Customer experience and service metrics
CSAT (customer satisfaction score), is a metric that measures how happy people are with your
product.
It helps determine the customer experience and get reviews and ratings for improvement.
Share of voice and sentiment metrics
Social share of voice measures how many people are talking about your brand on social media
compared to your competitors.
how visible—and, therefore, relevant—is your brand in the market?
Social sentiment tracks the feelings and attitudes behind the conversation. When people talk
about you online, are they saying positive or negative things?

24. TO - PROF. AMITABH VERMA
SUBMITTED BY - LOTUS KATHURIA | GAUTAMI SWAMI