Meet Erica Macaranas

We spoke with Erica Macaranas of IMAGE Skincare to discuss her career path in the beauty industry, how she stays on top of social trends, her favorite campaign and more.

Tell us a bit about yourself:

After college, I had a small style blog on the side as a hobby (remember blogs?). I really enjoyed having a creative outlet, making connections and being involved in an online community. I didn’t know it then, but that little fashion blog would jumpstart my interest — and eventual career — in social media marketing!

I started at DERMA E, building their social media strategy while spearheading their influencer “squad” program, which consists of a select group of superfan creators who share their love for the brand throughout the year. I grew a small team, launched the second squad, and decided to shift from beauty to CPG for a bit, where I spent the next couple of years managing all things social and influencer at Nature’s Bakery.

I returned to beauty and am just about finishing my second year at IMAGE Skincare as their Social Media Manager, focusing mainly on Instagram strategy and content. I love being part of a social and influencer marketing team — we all get to work on what we do best!

What do you love about working in social?

I love how social media is about community building, but in a very visual way. It’s such a dynamic and creative space to be in, and part of the fun is the challenge of seeing how your audience will respond to what you put out there.

How do you stay on top of social trends?

I stay on top of social trends by staying active on social myself — it’s already such a part of my everyday life that it comes naturally. I also make sure to read social media marketing industry newsletters and blogs (Social Media Today is a favorite).

What social campaign are you most proud of from your time with Image Skincare?

Our anniversary month! We wanted to celebrate our 20th anniversary in a big way, so I shot a fun, celebratory video with a cute vintage-inspired cake and turned it into a giveaway. We got over 14k engagements. It was one of our top-performing posts for the year.

heart shaped cake for image skincare — Image credit: @IMAGEskincare

"My favorite Dash Hudson feature is the Competitive Insights. I can easily measure my KPIs and our channel’s social activity over time, making it easy to include in my weekly and monthly reports. I appreciate how Dash Hudson incorporates Reels, too — that’s become a big part of our content since I started."

Erica Macaranas

Social Media Manager at IMAGE Skincare

Top tips on how to be a successful social media manager?

Don’t be afraid to experiment (within reason!) and try new things. Social moves quickly, and timing can be essential. So, if you have an idea, run with it.
Monitor engagement and comments closely and look for common themes on the posts people respond to. It is important to know your audience and learn what they like — or don’t like.
Remember, it’s about community. Respond to messages and comments to keep those conversations going.

What future social trend or feature excites you most?

I look forward to seeing how Instagram’s Threads evolves and how other brands use it. We’re still exploring and experimenting with it, but seeing our audience steadily growing every day is nice!

What is your favorite Dash Hudson feature?

My favorite Dash Hudson feature is the Competitive Insights. I can easily measure my KPIs and our channel’s social activity over time, making it easy to include in my weekly and monthly reports. I appreciate how Dash Hudson incorporates Reels, too — that’s become a big part of our content since I started.