See Those Viral Trends On Instagram? Here’s How Benefit Middle East Hops On Them and Creates Connections

Yara got her start on Instagram building her own personal brand. She created her own original content — like funny skits — that got her noticed by Benefit, who offered her a job as an in-house influencer.

Yara wasted no time infusing her own humor and authenticity into the brand’s social content, where she’s become like an “older sister” and “friend” to their followers. Rather than limiting Benefit’s range to makeup-only content, Yara challenges those boundaries by hopping on whatever viral trend emerges in the moment, even if it’s something off the wall like a viral pasta recipe.

“It really humanizes us as a brand,” Yara says.

She credits one specific tool as a way that Benefit is able to communicate a lot of information in a short amount of time — exactly what their Gen Z audience wants.

“Whether it’s fun challenges, aesthetically pleasing tutorials, makeup or lifestyle tutorials, we found that Reels are super effective at increasing our reach and engagement,” Yara says. “Spending time doing these weird hacks is really what people like to see, and they actually watch until the end of the video, because they want to know what the outcome is.”

According to Yara, there are a few easy tips that any business can follow to create genuine engagement with their audience: “The more you talk to them, the more you engage with them, the more you create the content that they like to watch, the more they’ll trust in you and they’ll keep you top of mind.”

If Yara’s tips resonate with you, get started by taking a free course from Facebook Blueprint on a variety of topics. If you’re ready to keep leveling up your social media skills, watch or rewatch Season 1 of Social Skills now.