Social Listening Blog Aprés Nails

      Why Am I Writing About This?

  As someone who creates press on nail sets I am always looking for products that are high quality, and reliable so I've looked quite a bit into different brands and what people are saying about them. I had heard some things about the gel polish brand Aprés being a good nail brand so I looked more into what other people thought of them. 

    Who Is Aprés?

    After looking at their social media I could tell based on how quick they respond to comments that they value their customers and what they have to say. On Instagram they post tutorials using their products, customer creations, and some special offers for their buyers. Aprés is known for being the creator of  gel x polish which is the type I use, it is a type of polish that is applied like any other polish but it hardens under UV light creating a result similar to acrylic. Their selling point is that they create products that are a safer, less laborious, affordable substitute to acrylic for the nail industry. 

    What Are People Saying About Them?

    I've seen quite a few positive reviews of this brand on social media apps like TikTok and Instagram. They get a lot of comments suggesting product ideas for different needs like on Instagram @llzeth.xo__ commented "We need the Extend Gel Fixe to be sold individually also please" They commented on a video showing the use of a polish that is sold as a set, and Aprés took note of that comment and others suggestions. They also get comments like "My #1. I love this extend gel! 😍" (@pressedxdbc on Instagram) Aprés responded to that comment saying, "Thank you for making us your #1! We're honored 🥹".That comment was on a video Aprés posted showing a builder gel they have available. They also have gotten some negative comments about their products consistency like on TikTok user @MisuStudio said "I have to say... the quality has been very inconsistent. The shape from the refill bags are sometimes don't match the shape from the 0g box as well". This was on a TikTok video someone posted trying to get advice to why the Aprés nails they bought weren't good quality. That was a reoccurring complaint I noticed that the products can be inconsistent with things like the nail tips and the polishes, with some people theorizing that some products that had issues were old. 

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            On their Instagram Aprés has 569k followers and 6,754 posts. They post about their different products they are selling and buyer events. They respond to comments pretty quick, but if I had to change anything I think they could reply to more comments. I noticed that sometimes people would comment questions about their products and asking how to use the polishes and they wouldn't get an answer. They usually get around 5 comments per post so I think it would be pretty easy to respond to all of them or at least the majority of comments. 

    They post almost every day to get their brand out there. A sales tactic they use is they post about different sales and events they have to encourage people to purchase their products. And they recently had an online and in person sale to celebrate 11 years in business. Aprés works with celebrities as well to boost their product recognition and get more of an audience. Another tactic they use is they ask their audience engaging questions to get more people commenting and interacting with their content. I think they are succeeding in getting. As for responding to comments, they respond when they receive positive comments and from what I have seen they have not addressed the comments and posts about opinions of inconsistency in products. I think it would be good for them to respond to both positive and negative comments to be transparent and to help unhappy customers for a chance to keep them as a customer because people appreciate honesty.

     If I were in charge I would probably market similarly but I would also market at events and work with cosmetology students and people that use high quality polish regularly. With this assignment I learned marketing through social media isn't guaranteed to get a lot of views and buyers but posting consistently can help brands get their names out.

Aprés Instagram