I believe Glossier has a great social media presence. They have an active following on all popular social media platforms. What distinguishes them from other companies is the variety of opportunities that they provide for their customers to get involved. They are active on Tik Tok, and respond to comments in a timely fashion with videos that are on trend. This increases people's desire to comment on their posts. In comparison to r.e.m. beauty, who acquired more followers on Tik Tok, but have a lower engagement rate. To expand on staying on trend, a major mistake that companies make is posting material too late, when trends have passed. Glossier does an excellent job of posting trends while they are still popular. Also, the PR opportunities that they offer to all influencers, especially micro-influencers, result in extra promotion for the brand. After watching these videos, everyone wants to figure out the hype behind the products for themselves.