What Beauty Brands Can Learn From Morphe

Anyone even tangentially familiar with the beauty and makeup industry has heard of Morphe before. The brand was founded back in 2008, by siblings Linda and Chris Tawil, as a brand that was created for the creators, and quickly became a well-known brand with consumers all over the globe. In the beginning, the company was mostly known for its amazing makeup brushes that came with very affordable prices for the consumers, however, the brand developed into a full-on makeup brand creating eyeshadow palettes and other beauty and makeup products for consumers in just a few short years. Morphe achieved all of that by utilizing the right marketing choices, with one of the most important ones being partnering with social media influencers and relevant YouTubers on marketing campaigns that helped reach the company’s target audience. Today, however, Morphe is a subject of controversy after suddenly closing all of its brick-and-mortar stores in the U.S. without adequately warning its employees. 


Back when Morphe was first established, the beauty and makeup industry wasn’t as big as it is today. In fact, according to research, the industry was worth nearly $600 billion in 2019 alone, and dozens of new makeup and beauty brands are emerging each day. However, Morphe’s operational strategy is largely responsible for the industry’s rapid growth.One of the biggest reasons for the brand’s massive success was its understanding of the power that social media and influencers have on the public’s purchasing decisions; even though the strategy wasn’t as popular at the time, Morphe had the foresight to invest in influencer marketing.That was a time when most people didn’t know that social media platforms had so much power, and were even less aware that they could effectively commercialize that power in a way that generates positive results.

New Move and Backlash

Morphe managed to quickly realize the power that influencers and social media platforms have over purchasing decisions with many different consumers, which is how the company managed to grow to be worth over $2 billion. The way that Morphe managed to set itself apart from its competitors, and reach so many consumers, is by investing in partnerships and collaborations with beauty influencers, YouTubers, and bloggers. However, the popular makeup brand confirmed earlier this year that it would be shutting down all of the stores it has across the US, and did so through a tweet. This new move from the brand ended up shocking both customers and employees. Back in December, some of the employees took to TikTok and began speculating about this as they noted a lack of new inventory being delivered to stores. The decision was faced with backlash after the brand had been facing public criticism for a longer period of time, as consumers all over the world started reassessing some of its strategies and top collaborators.

Controversy and Lessons Learned

Beginning in late December, Morphe began quietly closing its retail doors after suspiciously high discounts were offered to customers. By January 5th, Morphe officially announced its decision to close all U.S. locations on Twitter – a statement that was met with the popular hashtag, #justiceformorpheretailemployees, after several Morphe employees reported having as little as one day of notice prior to termination. Morphe’s fall from grace has been a shock to the industry and is a striking example of how a crisis should not be handled. If a brand can learn anything from Morphe, it would be to embrace transparency. Being transparent with both your audience and your staff will protect your brand’s integrity, and will help avoid potential backlash. Furthermore, aside from its initial statement confirming the closures, Morphe has been silent on the swirling employment controversy; by not acknowledging the problem at hand, Morphe further aggravates the public outrage and adds additional damage to its image and integrity. When a problem does arise, brands need to take responsibility for their missteps and make it right.

Strategies for Health and Wellness Marketing

The health and wellness industry is experiencing a boom with people being more aware of their health and wellness than ever before. With people spending a lot of time at home, spending in the areas of health and wellness has also surged. Customers are giving more importance to nutrition, physical fitness, and mindfulness. Below are ways health and wellness brands can stand out from the crowd.

Use Fact-Based, Compelling Content

Anyone can write on health and wellness. If people do not really know what they are talking about, the article they write can cause confusion and actual harm to people. The information used in the content should be reliable, verifiable, and trustworthy. Scientific information is not enough, the content should have valuable insight that the audience is looking for. Medical jargon should be avoided and the content should ease the concerns of the target audience.

Seek the Help of Micro Influencers

Micro influencers can be relatable and credible and can result in serious engagement from the target audience. They can sell products and services on different social media platforms and can influence the purchase decisions of customers. If a brand wants to attract more customers while maintaining its base of loyal customers, then micro influencers are a great choice as they are passionate about the space they are in.

Email Marketing

For increased conversions, an email marketing strategy would be very effective for the health and wellness industry. The subject line of the email should be compelling so that the reader is compelled to take a closer look. A successful marketing email offers readers something that they are looking for and they cannot get elsewhere. For instance, for a fitness studio, it could be the limited availability of a free assessment. Text links should also be included so that a reader can take the next step. The emails should also be optimized for mobile as most mails are read on mobile devices these days.

Organize Wellness Events

To organize wellness events in which a community can participate, a brand can use creative ideas. There can be a variety of talks and wellness experts can answer questions from participants. Prizes can be given as incentives to members so that they can sign up for the event. Customers are always looking for useful information on wellness. There can also be collaborations with other brands and exciting giveaways.

Instagram Reels Marketing

According to research, Reels on Instagram generate over 40% more engagement with users compared to regular Instagram videos and other types of in-feed posts. That means if a company is looking to promote itself on the platform, it’s time to start investing in Reels. Here, we explore a few considerations when planning your Instagram Reels marketing.


Like all content, factoring in the timing of the post is a crucial element of a company’s content strategy. Current best practices indicate that, in general, Monday through Thursday morning to noon, Saturday mornings and Sunday evenings are good times to post. However, these timings tend to be different for different audiences, which means companies should keep a keen eye on their own data to figure out when their followers are most active on the platform, scheduling the content to be distributed during those times.

Consistency and efficiency in content creation

Content ideas for Instagram Reels can happen at any time of day, however, that doesn’t mean the content needs to be created and published immediately. In fact, a more effective practice is to map out all their creative content ideas, and then take a day to create all their videos, essentially creating the content in batches, and scheduling it out to be published for the next few days or weeks. This is a great way for companies to be efficient in their content creation, while consistent with distribution. 

Aligning Reels content with business plans

As companies map out their sales strategy, product launches, key events and brand moments, they should align their Reels schedule to further support the broader business objectives, and create Reels in advance whenever possible. By creating content ahead of time and scheduling it to be published at a later date companies ensure consistency of content posting, and create efficiencies within their creative teams by filming content in batches throughout the year, rather than ad hoc. Consistency is important on most social media platforms as the algorithm favors accounts with consistent strong reach and engagement, meaning the more consistent your posting strategy is, the more the platform will continue to promote your content organically.

Marketing a Brand With Purpose 

The global pandemic highlighted the rise in inequalities and directly impacted the way that customers do business and their purchasing habits. Not only that, but the ongoing climate change threats have also greatly shifted expectations from markets and investors, making businesses realize that they have to take action as soon as possible. Everything that’s been happening has shown companies that people are increasingly looking for purpose and value, both in the workplace and with the companies that they choose to do business with. It goes without saying that providing real value to customers is no longer enough for most businesses to survive, and many have started to look for different ways that they can provide value to their communities, general society, and the planet. More and more companies have started implementing their purpose into their business operations, as well as their marketing efforts. However, it’s important for companies to know that their purpose shouldn’t just be used as a simple buzzword to attract more customers because a lot of consumers these days are easily able to see through whether a company is authentic with its purpose or not. After all, if a company doesn’t stand by its purpose and support it through actionable steps, then the consumers are going to see that disconnect and stop supporting the company. Fortunately, there are a few different ways for companies with a purpose to market themselves to their consumers in a way that’s truly effective.


The purpose of a company shouldn’t exist in a vacuum, because one of the reasons why companies need a purpose is not just to create more value for their customers, but to be responsible and provide value to a larger ecosystem, which can include customers, local communities, and more. As companies are struggling to meet various regulatory demands, they have to balance those demands with the responsibility that they have regarding their purpose. Consumers are eager for more authenticity and transparency in what companies are doing, and businesses that are able to clearly show the way that they take action in support of their purpose are the ones that will gain a competitive advantage. There is a long way to go before any company is truly able to figure out the best possible way to go about supporting a purpose through every business decision, however, companies can decide to take the lead through their authenticity, and continue to make a positive impact.


Aside from showcasing the purpose, and supporting it through action, companies should make sure that their purpose is ingrained inside the business as well as the business operations. After all, two-thirds of all employees feel like their purpose has been defined by the work, and companies that have a strong purpose can directly impact their productivity and sense of worth. After all, when a person is looking to get more meaning from their work, they are looking to work for a company that’s able to make an impact on the world in a positive way.

Leveraging Podcasts for Brand Marketing

More people than ever are listening to podcasts because they are a very convenient way to consume content on a variety of subjects, while being able to enjoy other things as well, or complete their daily tasks like walks, drives, household chores and more. For companies, that means knowing how to take advantage of all of the strategic opportunities that they can get from promoting themselves through podcasts, and choosing the right podcasts and hosts that will allow them to reach their target audience in a meaningful way.


One of the ways companies can promote themselves through podcasts is by simply creating their own podcast. Though it can be fairly simple from a production standpoint, creating a podcast requires a significant amount of work, from brainstorming podcast topics to creating discussion ideas or bulleted lists about what the host is going to be discussing throughout the podcast, recording, and editing the content, and then getting it published to the right platforms. Not every company is able to invest all of the time or effort that it takes for it to create their own podcast, however, those who are able to do so can get a lot of benefits and advantages from it.


Another great way for companies to promote themselves, and their solutions to the target audiences via podcasts is by investing in podcast advertising campaigns. With the variety of podcasts in the market that are hosted by influencers, news outlets, thought leaders and more, podcasts have loyal followings who tune in each week. In creating paid promotion on podcasts whose audiences align with the target audience of the brand, companies can target their audience through ad flights – and even go so far as to track conversions through unique URLs for promotions that are specific to that show, allowing them to measure which podcasts are performing the best for their marketing.  

Guest appearances

Finally, companies can promote themselves and their solutions to the target audiences, as well as position themselves as industry leaders by appearing as guests on relevant podcasts for segments that relate to their business and its offering. In these appearances, the company can discuss various topics of importance in its market or industry in a way that will interest the listeners while indirectly promoting the business.

Advantages of Marketing Efforts

The process of attracting customers to a business and its solutions is marketing where companies can create attention-grabbing campaigns that will pique the interests of their customers. Marketing also encompasses many different segments of overall business operations, from product, creation, and design, to marketing and sales techniques, customer service, and more. At the core, marketing, or all of the activities that a company executes and implements to promote the sale of its solutions. That means things like advertising campaigns, sales strategies, as well as packaging, and delivering the solutions to the customers are all elements of marketing. It’s important that companies invest in marketing efforts to get all the benefits that come from such investments.


Marketing efforts give the customers of a business the opportunity to make their own choices while improving their levels of consumption at the same time. Through marketing efforts, companies can figure out many different uses for their solutions that they might not have intended for the solutions to have, but those different uses can still benefit both the company and its consumers. Things like the product design, various features, the number of products that are going to be produced, and even small details such as the color of the product, are all things that companies can figure out and define by conducting marketing research and learning more about their customers. Not only that, but through marketing research, companies get to generate various utilities for their solutions including time utility, place utility, possession utility, as well as an information utility. Most of the money that the consumers spend on purchasing solutions is then invested in marketing efforts. At the end of the day, only an effective marketing strategy allows high-quality products to be available to just about everyone under the sun, at reasonable prices because the main goal of companies is to satisfy their customers.


The success of every company can be determined by the ability of that company to meet the needs of its customers, which is actually the reason most businesses exist in the first place. Despite the fact that there are many other business activities that companies have to do to become successful in the first place, marketing efforts and activities are the only ones that actually generate any sort of revenue for businesses. Creating an outstanding solution doesn’t guarantee that the company will be able to generate sales. However, if the company invests in marketing efforts, including things like researching the current market, learning about the consumers, identifying opportunities, and developing product prices, various policies can directly contribute toward the growth of a company. All of those reasons and more are why every company should be investing in marketing efforts.

Top Influencer Marketing Tips for B2B Businesses

There are a few essential tips that all B2B businesses should know before investing in influencer marketing campaigns to target their audiences.


Companies won’t be able to influence their audiences without knowing who comprises their target audiences in the first place. That means before companies can begin investing in influencer marketing campaigns, they have to conduct audience research and create buyer personas for each segment of the audience they’re looking to target. A buyer persona is a portrayal of the company’s ideal customer that’s based on research and data on the potential customers. To get a better understanding of who the target audience is, the company needs to know how it could characterize its audience, whether there are any websites or platforms that the audience frequently uses, their demographic and psychographic information, their needs and pain points, the amount of research they do before making a purchase, and more. Once the company has gathered all this information, it’s time to define each buyer persona the company is looking to target with an influencer marketing campaign.


Most companies, before they even decide to invest in various types of marketing efforts, including influencer marketing campaigns, tend to have a thorough understanding of their industry and market. They can further build on that knowledge and their expertise by trying to engage with other members of their industry such as through leaders to create a more valuable resource of information for potential consumers that will help those consumers make purchasing decisions faster and easier. By presenting potential consumers with a big resource filled with valuable information that demonstrates the company’s knowledge and expertise, businesses can make the buying journey a lot faster for their audiences.


Finally, as with any other sort of promotional effort that a company conducts, it’s important to keep track of the performance of the influencer marketing efforts and overall campaign to understand whether they are all working and achieving the expected results. The best way for companies to do that is by setting measurable benchmarks that the company can keep track of before the campaign even starts, to get proof of the performance of the campaign. This can be in the form of social shares, click-through rates, or any other valuable metrics that can help the business track its success. There are plenty of other non-tangible metrics that companies can keep track of for this goal, such as the number of views or media coverage and even public sentiment. In fact, it’s important for companies to keep track of what others are saying about them throughout promotional efforts on both social media and traditional media platforms to figure out whether the company is doing the right thing and adjust accordingly to impact the results of the campaign in a positive way. Finally, the company can use all of this information to improve and adjust all influencer marketing campaigns and overall promotional efforts.

Improving Influencer Marketing Efforts for B2B Companies

Companies in the B2B industry are missing out on a lot of revenue and resources if they haven’t started investing in influencer marketing yet because most of the consumers in the market tend to look for solution recommendations and suggestions from other people in the industry that know more than they do. If a company decides to promote itself and its solutions on its own, a lot of these consumers are going to overlook the business and its solutions because it’s not being recommended by anyone else, or at the very least, the company will have to invest a lot more efforts in persuading these potential consumers to make a purchase. However, when a company in the B2B industry starts to invest in influencer marketing, it can improve its reach and credibility, which automatically generates more leads and consumers.


According to many studies thus far, consumers these days tend to put a lot of trust and faith into earned media, which includes recommendations and suggestions for solutions from people they know or are familiar with, compared to any other marketing effort a company can pursue. That means companies will have to choose an influencer that the target audience is already familiar with and even trusts that person. There are many different types of influencers that companies can decide to work with, from influencers that are popular in specific and niche markets, to celebrities that have millions of followers. However, the best choices for a company in the B2B industry would be people that already operate within the market or the industry as the business, customers or employees that use the solutions from the company already, industry thought leaders or bloggers, as well as anyone that works in a field that complements the company’s own.


Most of the time, when companies invest in influencer marketing, especially companies in the B2B industry, they tend to want to use the influencers they’re working with as something of a company representative in terms of their performance. However, that’s not the main or the best way that companies should be pursuing working with influencers on marketing campaigns. The goal of working with an influencer on a marketing campaign is for the company to gain more credibility with the target audience with the influencer working as a third-party validator of the business and its solutions. That means companies shouldn’t be persuading any of the influencers they’re working with to stick to a specific script or only state previously approved comments to their followers. Instead of doing that, companies should communicate with the influencer about the company’s goals and how the influencer can help the business achieve those goals. Then, the influencer might have their own ideas on the best way to engage the target audience and get them interested in the business and its solutions, because, at the end of the day, they’re also a specialist in a particular field.

Importance of Search Engine Optimization for Companies

Effective search engine optimization is an ongoing process that takes a lot of time and effort for companies to do right. Even if a company has established its presence and created a search engine optimization strategy, that’s generating organic website traffic and leads, and even hitting some of the key milestones that the company has outlined, that doesn’t mean companies can’t improve their search engine optimization (SEO) efforts for adapt to the latest changes in search engine optimization.


There are different types of search engine optimization that companies can utilize, and the most effective strategies are able to cover each type. When it comes to digital marketing, search engine optimization has four different categories that companies should be keeping in mind with the first one being on-page SEO. This type of search engine optimization is able to optimize the content of a website, as well as its structure so that the website can show up higher on search engine results pages. That means the company should be optimizing its meta and title tags, the images, meta-description, as well as any other element that can have a direct effect on the ranking of the website on search engine results pages. Then there is off-page search engine optimization, which means generating backlinks to the company’s business website from other websites and platforms. When a company has a lot of high-quality backlinks from relevant platforms then the search engine algorithms and the search engine results pages will end up increasing the authority of the website domain. Next, there is local search engine optimization that helps companies ensure that they will appear at the top of the search engine results pages for any relevant search queries in their location. Finally, technical search engine optimization is used to optimize a company’s business website for search engines so that the website ranks higher and generates more organic website traffic, which includes efforts such as optimizing the website for loading speed and making it more mobile-friendly.


The algorithms that search engines use to show results to their users are constantly evolving and changing, with the most popular one conducting the highest amount of changes being the algorithm that Google uses. Some of the changes that are implemented in the Google search engine algorithm tend to be small, while others are bigger and more significant, and companies have to take into consideration both the small and the big changes when they are looking to improve their search engine optimization efforts. Despite the fact that not every change to the search engine algorithm can significantly impact the results that the search engine shows to its users, it’s important for every company to stay on top of the latest updates and changes to be able to adjust their search engine optimization efforts, according to the latest trends.

Ad Targeting and YouTube

Through placement targeting on YouTube, companies can display their video ads on specific channels and videos on the platform, or have their ads show up under specific keywords or topics.

Videos and channels

Companies that want to show their video ads on any sort of content that’s published on specific channels on YouTube need to select the YouTube Channels in the Placements option of the YouTube advertising platform. Then, they’ll have to enter the links to all the YouTube channels that they want to target. If a company wants to show its advertising campaigns on its own YouTube channel, it should also invest in advertising those same videos on other relevant industry YouTube channels that the target audience prefers to engage with. On the other hand, if a company wants to show its video ads on specific videos on the platform, it should select the YouTube videos option in the Placements tab of the YouTube advertising platform and input the links for the videos that it wants to target specifically. Companies can use the strategy to target specific industry-related videos, or viral and evergreen video content on the platform. Additionally, with this capability, companies can also target specific videos on their own channels, especially if the ad video that they want to promote provides a solution to the issue or pain points that are discussed in that specific video from the company. Finally, companies can also use this placement targeting to exclude specific videos or channels from their ad placements, so that they can prevent the advertising campaigns from becoming too broad.


To be able to target potential customers through the ad targeting options on YouTube with specific keywords, companies need to use a couple of dozen keywords for the content targeting capabilities on the platform, which is quite different from the traditional keyword use for other types of advertising campaigns on other platforms. Then, once the company publishes its campaign, it can monitor the performance and remove any keywords that are not performing as intended from that list.


Finally, companies can also utilize placement targeting on YouTube to display their video ads under specific topics which allow businesses to reach a lot more content as well as potential customers with their advertising campaigns on the platform. This is a beneficial strategy for companies that want to reach potential customers that are consuming content of a specific topic or category and might be interested in what the company has to provide to them. However, it’s important for companies to remember that when using this targeting strategy, not every video on the same subject is going to have the same level of quality, the same target audience, and the same perspective, which means that by targeting topics companies can end up reaching potential customers that have very different levels of brand awareness about the company, or that are at different stages of the buying journey. To create more narrow targeting, companies should be selecting the most defined categories, and include multiple topic options, and category levels.