The scent of Social Media

Now that at CPL Aromas we have launched our TikTok account (go give it a follow here), we thought it would be an optimal time to delve into scent on social media. How can something that we smell be conveyed through a lens and words? Are senses beyond sight and sound being left behind now that in this digital era, virtual interactions are the norm? 

The answer is undoubtedly no, scent is still very much highlighted through social media, with the #fragrancetok reaching 3Billion views and #perfumetok raking up 7.5 billion views. In this time where screens dominate our lives, brands are turning to social media to market their scents and bridge the gap between the virtual and the tangible.

Our sense of smell is very powerful, it has the ability to evoke memories and stir emotions, it can even warn us when there is a danger (for example, a gas leak). Marketers have long recognised the importance of appealing to this sense of smell in physical spaces, shops, hotels, homes and more, are often known for their scents, now even aircrafts. However, marketers are now exploring ways to incorporate scent in our screens, particularly through social media.

Fragrance enthusiasts have turned to digital platforms and are being seen as ‘influencers’, where previously that term was used more for fashionistas, fragrance brands are reaching out to these people to reach a wider and often younger audience. The fragrance influencers specialise in creating contented related to fragrances and perfumers, often very passionate about the scented world, they offer their opinions, reviews and share their experiences and recommendations as well as educating their audience on different terminology used within the fragrance industry.

Fragrance influencers typically have a larger following and can collaborate with brands to promote new products and provide sponsored content. They also discuss the latest trends and can shape consumer preferences and influence their purchasing decisions. One particular trend with influencers right now, is to create a personality/persona and relate it to a fragrance, that way consumers can be persuaded a fragrance is for them if they match the personality and aesthetic.

Visual storytelling is also key to marketing a fragrance on social media. Through the use of videos and photos, the brands aim to evoke emotions and convey the essence of the fragrance. This could be through images of ingredients used or the mood associated with a fragrance.

Looking to the future, imagine scrolling through your social media feeds and being greeted by the aroma of a spring meadow, or a coffee first thing in the morning. This could become reality, companies are experimenting on ways to integrate fragrance into smartphones – it has already been trialled with computer games and is a way of deepening consumer connections with the content and products.

Whether it is enhancing a shoppers experience through scent-enabled ads or creating immersive virtual environments, the future of social media may very well be a multi-sensory one.