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A Look Into The Social Strategy Behind Swiitchbeauty, Brainchild of Rabia Ghoor

Swiitchbeauty’s Instagram account was started in 2015 at a time when most people were yet to discover how powerful of a tool it actually was. At just 14 years old, founder Rabia Ghoor was inspired by a number of reasons but the two most significant were firstly seeing how international brands were using Instagram as a marketing tool and secondly the desire for a cool platform to interact with her consumers, most of which are Millennials and GenZ, who basically grew up with social media, from Myspace to Instagram.

October submissions for the Instagram Heroes awards series are now open. Enter here.

It’s honestly been a surreal journey which I am so honoured to still be going through. At times I still find it difficult to wrap my head around how much the brand has grown and maybe this is because I’ve been growing with it as well. Swiitchbeauty has moved from my bedroom to a mid-size office and most recently, to a warehouse which is incredible, especially considering the fact that I was 14 when it started with very little capital. We are currently also building a team to take care of the brand and our consumers. Swiitchbeauty has also allowed us to meet and interact with so many amazing people and that is something we are so grateful for.Rabia Ghoor, founder of Swiitchbeauty

On Creating and Finding Their Community

We have constantly stated that our consumers are a big part of the brand, so our page is basically where we meet them. We keep them up to date regarding what we are up to and they share their feedback and content. We are constantly encouraging them to talk to us, tell us what they think or ask them “how has your experience been?” A large chunk of the content we share on our social media is shared with us by our consumers. The community we have found in our consumers is invaluable. I don’t think we necessarily created it but we found it through talking to our consumers. Social media has allowed us to get real time feedback from them and this has made our journey so much more easier than us guessing what products they would like or relying on trends. Our consumers are technologically savvy, they know when brands are BS-ing them and they are opinionated – they will call us out. Most of our posts encourage them to tell us their honest thoughts because it helps us grow. They are always availing themselves to send us content or help us create content and it genuinely feels like they are always rooting for us.

What Winning Instagram Hero of the Month Means To Rabia and Her Team

While we appreciate constructive criticism as it helps us grow, positive affirmation and recognition is what drives and motivates us to constantly be better than good. Winning this award and getting a nod from such influential judges is testament to the fact that we are doing something right and may we as a brand hold on to that.

I read – a lot. I believe that there is so much we can do to improve the quality of our lives if we read more. I don’t limit myself to books about business or startups but I’m always looking to learn about often neglected aspects of humanity which will make me a better person. For example, not everyone is a psychologist and can understand human behaviour but you can learn from someone who has that knowledge and expertise. This in turn will allow you to understand yourself and others better.

On What’s Next for Swiitchbeauty

Firsty, we are currently trying to execute a few changes that will show our consumers that we have been listening to them. Swiitchweek will be bigger with a few surprises and we might have a new product launching.

Rabia’s Favourite IG Feature

My favourite Instagram feature is definitely the Live feature. I love interacting with Swiitchbeauty consumers and I wish I could do it more often. Lives definitely humanise the brand and our consumers get to see how we interact with the products. It also helps us gauge the interest in the brand and the products we feature, some before we even launch them. We have featured products and realised during lives that most of our consumers wouldn’t buy them.



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