Teen beauty boss Zandra Cunningham created her eponymous skincare brand when she was just nine years old. A decade later, Zandra Beauty is a premium eco-friendly, plant-based skincare company with an ethos rooted in social good, and a rabid online following to boot. The 19-year-old CEO expertly uses video to connect with her 33.5k followers on Instagram, posting about her dual passions: natural skincare and female empowerment. “Video has really been a game-changer on social media,” says Zandra. Zandra’s products are currently sold at major retailers like Whole Foods and Target— but she’s never lost sight of the customers at the heart of her small business. “People might be like, ‘She’s that young and she’s in Target? I don’t know,’” laughs Zandra. “I wanted to make sure I was as authentic as possible. Video helps people see, this is me, I’m real, this is my life, and this is what we’re trying to create for you.” Zandra knows first-hand how important it is for businesses to encourage an open, honest conversation with their audience. “Being different is how you find your place in the world,” she says. “That’s how you clear the noise and find your customer.” We sat down with Zandra to hear more about how she built her brand and asked her to share her top six tips for building a strong social media following using video.

Check out how Zandra uses Vimeo Create to make her social videos pop.

Be yourself

Zandra grew up on social media, and her age — which is very close to her customers — gives her an advantage. Still, she says the scene is changing constantly. Her main piece of advice? “Connect with your customers by being your authentic self,” she says. “When people show up and see me, they’ll see I’m real. I didn’t want there to be any doubt.” As she grew up alongside her company, Zandra embraced the many ways in which her personal evolution might inform her company’s messaging. “I’m finding my voice in an open space, where I can be available to my audience,” she adds. “You have to grow, and be authentic, and live your truth at the same time.”

Stand for something  

Zandra decided early on that her company should represent her as a person — a mission that went beyond offering fantastic skincare products. She transitioned her social media strategy to reflect that, and today, Zandra Beauty is as much a destination for content on STEAM education and entrepreneurship as it is a place to promote the company’s “yuck-free” moisturizers, scrubs, and balms. “I found my passion in being a girl’s rights advocate, and I wanted the business to reflect that,” Zandra explains. “I also wanted to educate the masses — not just girls — about healthier alternatives when shopping for skincare and food.”

Create a conversation

Zandra finds inspiration in many places, but her biggest source of creative fuel is her customers. Not only does she love hearing their feedback, she makes it a point to listen and take action based on their requests. “It’s all about solving problems, listening to my friends and customers, and connecting with other brands, too,” Zandra says. “When it feels like a conversation, my customers have a connection to me.” Case in point: Zandra Beauty’s new Simplicity line was created out of customer requests for a lotion appropriate for sensitive skin.

Share what you know

The beauty industry is changing — and Zandra knows the power of transparency and authenticity when it comes to standing out in a crowded space. “People are starting to realize they don’t need a magazine to tell them a cream is going to work for them,” Zandra explains. Her solution? Never stop learning, and always share her knowledge with her community. “Consumers are looking for that connection to the brand,” she says. “The biggest thing is making sure you have a loyal following. The only way you can do that is by developing a relationship the same way you do in a friendship — through trust.”

Collaborate with people you trust

Zandra Beauty is a family-run business, which allows Zandra to work directly with people — including her parents — who believe in her brand as much as she does. “People who don’t have that family support or a team right away, that’s okay, but make sure you’re open to finding it,” Zandra suggests. “Knowing your team believes in the vision and the cause is a big thing. Whenever I lose sight of what I’m doing or get discouraged, my mom will be like, ‘You have people who look up to you, let’s see it through.’ You need people like that to keep you in line and inspired.”

Don’t overthink it

Focus on getting high-quality results, but don’t do so at the expense of actually finishing content and putting it out into the world. Zandra has found that some of her most successful videos were made in the spur of the moment and released quickly, rather than pieces she labored over. “There are two reasons why I think that happens,” she says. “One, it’s really just me being authentic, and voicing my opinion. And then it’s because I leave room to be flexible and say whatever is on my heart. Once people feel that, it’s an automatic connection.”

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