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How Glossier Contours Their 2023 Social Strategy Around TikTok, Community & More

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Session time: 45 minutes

Glossier knows a thing or two about social mediaenough to have amassed 2.6 million followers on Instagram and over 345k followers on TikTok. What once began as Into The Gloss, a beauty blog devoted to uncovering beloved products, has transformed into a beauty brand established in 2014 that quickly developed a cult following on social. 

Social media is constantly giving itself a makeover and has changed dramatically over the last few years. This Instagram-born brand has had to evolve its social media strategy along with it.

Join Glossier’s Jamie Dinar, Senior Manager of Social Media & Digital Content, as she reflects on the past year and unveils how the brand will continue to evolve its approach in 2023 and beyond. You’ll hear about:

  • How to adjust your social strategy to remain relevant
  • Why community-building is the foundation of Glossier’s brand & how to do it well
  • Top tips for TikTok & social ecommerce



Jamie Dinar

Jamie Dinar


Jamie leads social content strategy at Glossier, focused on bridging commerciality with people-first narratives that drive community and human connection. She has held previous social roles at Calvin Klein and Michael Kors. When she’s off the clock? You’ll likely still find her scrolling through Tik Tok, playing with her dog, or reading a good book.

Sarah Corley

Sarah Corley

Sprout Social

Sarah Corley is a Marketing Campaign Strategist at Sprout Social. When she isn’t rocking the marketing world you’ll find her A) cooking/baking up a storm, B) with her nose in a book, C) wine tasting, D) playing piano or E) all of the above. Sarah’s claim to fame is setting a Guinness World Record when she worked for Nestle Toll House. @srcorley

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