01 Background

Launched in August of 2017 by Indie Beauty Media Group, the parent company of Indie Beauty Expo, Beauty Independent is the definitive content destination for beauty entrepreneurs to stay in-the-know on the latest news and trends in the beauty industry.

Beauty Independent enlisted the help of WIMZE Digital’s social team to launch and grow their digital publication’s social media channels in their first year, with a focus on brand awareness, new audience acquisition, and website traffic.

02 Strategy

With the unique knowledge of Indie Beauty Expo’s audience under their belt, WIMZE approached Beauty Independent’s social media with a cross-platform strategy. We began with an in-depth competitor analysis of similar publications in the beauty and fashion space, taking note of the channels where these brands were most active and how they engaged with their audiences.

From there, WIMZE created a cross-channel breakdown to identify which types of content would live on each of Beauty Independent’s four social media launch channels: Facebook, Twitter, Instagram, and LinkedIn. Included in this breakdown were overarching messaging guidelines, ensuring that Beauty Independent’s content resonated in a unique way on each platform.

The second aspect of our strategy included a strong focus on community management, as it was imperative that we position Beauty Independent as an industry authority at the outset of their launch. WIMZE’s team created community engagement guidelines and led efforts on this front, interacting on each of Beauty Independent’s four social channels in a strategic, authoritative, and community-centric way. Consistency, above all else, was key on this front.

Finally, in collaboration with the Indie Beauty Media Group team, WIMZE identified the purpose of each of the company’s verticals on social media, crafting guidelines around cross-channel promotion between Indie Beauty Expo, Beauty Independent, and its educational summit, BeautyX Summit.

03 Results


Thousand Social Media Followers


Thousand Total Social Engagements


Percent of Total Website Traffic Referred from Social Channels

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WIMZE Digital provides full-suite digital marketing services to help businesses grow their audiences and interact authentically in the digital space.