Which social platforms are you currently focusing on?
We’re not super active on Twitter, or X, anymore. Instagram is definitely our largest and top priority, and I would say Instagram and TikTok are kind of our big two right now. We still have a presence across all the other platforms—Facebook, Pinterest, YouTube, LinkedIn and a little bit of X—but as far as custom content and priorities, it's definitely Instagram and TikTok. And when it comes to content we’re posting on each, it’s kind of a case-by-case basis. There are definitely some things that get shared to TikTok that are maybe a little bit more silly, or like a trend that hasn't really made it over to Instagram that it will stay on TikTok only. And vice versa—if something’s a little bit too polished for TikTok, it might be a great fit for Instagram and maybe Facebook but it doesn’t make it over to TikTok.
Why is the brand not as active on X anymore?
Our social strategy prioritizes quality over quantity, focusing on the channels that drive the most awareness and engagement for us. Our color assortment is a core part of our brand identity, so platforms that lean into visual content tend to be the best fit for us. Those priorities, combined with shifts in audience behavior, have led us to focus mainly on Instagram and TikTok rather than text-based social platforms.