Béis Turns Its Employees Into Mini Social Media Stars

If you listen, they will tell you—sometimes a lot—and you’re like, “Ok, I just asked for a couple of things.” You engage with what gets you [and] whether you learn something from it.

You have to be engaging with your community because that’s who you’re talking with. I feel like we always take our cues from them.

Was employee-driven content always part of the plan?

It just organically started happening where we were sort of pulling back the curtain. We were showing the faces behind Béis, and they loved that.

When I love a brand, I love to see how certain brands work behind the scenes. Everything is smoke and mirrors with a final product photo on social but how did you get that? That is what I want to see.

Before posting an employee-made post, do you figure out how it will be promoted?

We have a loose plan, but then we’re open to twists and turns.

With social, if you have a launch, we shot those photos a while ago. You aren’t shooting it the week before. You can’t plan for that stuff. Of course, there’s some sort of schedule to that, but it’s not going to be hot in two months from now.

So it’s like playing the game, which also keeps it fun and interesting. It’s not that serious.

What platform do you all have the most fun with?

I feel grateful that I have such an awesome team. It’s a few girls that plan the scheduling of all of that. I think it’s similar to how I do my stuff. Some stuff I put on TikTok. I don’t put everything that I put on TikTok on Reels. I think you mix and match it.

There are benefits to all different platforms. For example, we want to get more into YouTube.

Béis also collaborates with brands like Universal Pictures’ Wicked and Warner Bros.’ Barbie. With the recent release of the Wicked collection, do you have a favorite piece?

I’d have to say the Weekender. I just traveled with it, and I’m so obsessed with it.