The Impact of Social Media on the Candle and Soap Making Industry

Posted on June 21st, 2023

Social media, for many of us, has become an essential part of our daily lives. From keeping up with friends and family to staying informed about the world, these platforms have reshaped the way we communicate and share information. As a soap and candle maker, and the host of Bubblez and Flamez Podcast, I've noticed firsthand how social media has significantly impacted our industry.

In the past, candle and soap makers mostly relied on traditional means to sell their products. This could mean setting up a booth at a local craft fair, selling through retail stores, or word-of-mouth advertising. While these methods are still valid and important, social media has opened up a whole new world of opportunities for our industry.

One of the most significant ways social media has influenced our industry is in terms of visibility. Platforms like Instagram, with its visually driven format, provide the perfect space to showcase the beauty and creativity of handmade soaps and candles. Each post is an opportunity to showcase your work to potential customers across the globe, far beyond the reach of a local craft fair.

On my own Instagram page, I share behind-the-scenes looks at my soap and candle-making process. This not only gives customers insight into the care and attention to detail that goes into each product, but it also allows them to connect with the maker behind the products. This level of authenticity and transparency can foster a deeper sense of loyalty and trust between maker and customer.

In addition to visibility, social media also provides an avenue for education and community building. When I first started my journey as a soap and candle maker, I found an abundance of tutorials, tips, and inspirational content on platforms like YouTube and Pinterest. This access to free, high-quality education has made soap and candle-making more accessible to a wider audience.

Moreover, social media has fostered a sense of community among soap and candle makers. Through platforms like Facebook, I've been able to connect with other makers around the world. I share tips, troubleshoot problems, and celebrate each other's successes. This supportive online community has been invaluable as I navigate the challenges and triumphs of running a soap and candle business.

Through Bubblez and Flamez Podcast, I've taken this community building a step further. I use the podcast's social media channels to engage with listeners, share valuable content, and spotlight successful makers in our industry. This engagement helps strengthen our community and provides a platform for shared learning and inspiration.

Perhaps one of the most significant impacts of social media on the candle and soap-making industry is how it has democratized the field. With social media, anyone with a smartphone and an internet connection can learn about soap and candle making, start their own business, and reach a global customer base. It has opened up opportunities for makers who may not have had the resources to start a traditional brick-and-mortar business.

However, with these opportunities also come challenges. As a maker in the digital age, it's important to keep up with changing algorithms, trends, and customer expectations. It's also important to navigate the fine line between sharing and oversharing, maintaining professionalism while also cultivating authenticity.

Social media has undoubtedly transformed the candle and soap-making industry. It has expanded my reach, fostered community, and provided a platform for education and inspiration. As we continue to navigate this digital landscape, I believe it's important to remember the core values that guide us as makers: creativity, craftsmanship, and community.

Reflecting on my own journey, social media played a vital role in building my business and my brand. From showcasing my first successful batch of lavender-infused soaps on Instagram to receiving heartfelt feedback from customers via Facebook, every like, share, and comment fueled my growth.

As my business evolved, I realized that social media wasn't just a tool for promoting my products; it was also a platform for telling my story. Each post was an opportunity to share not just what I make but also why I make it. For me, soap and candle making is more than just a business; it's a passion born out of a love for craftsmanship and a desire to spread joy and comfort through my creations. Sharing this story through social media has allowed me to connect with my audience on a deeper level, turning customers into loyal supporters and friends.

One notable impact of social media on the candle and soap-making industry is the trend-sharing and the speed at which new ideas and techniques can be disseminated. Platforms like TikTok and Instagram are filled with video tutorials demonstrating everything from basic candle pouring to complex soap swirl techniques. These platforms not only inspire fellow makers with new ideas but also allow for immediate feedback and collaborative troubleshooting.

For instance, I remember sharing a video of a new marbling technique I was experimenting with for my soaps. Within hours, I received comments from other soap makers who suggested slight modifications to my method. I incorporated their advice, and the results were astounding. This immediate exchange of ideas and feedback would not be possible without the connectivity of social media.

Furthermore, social media has also created a space for advocacy and raising awareness about various aspects of our industry. Many soap and candle makers, including myself, use these platforms to educate my audience about the importance of using sustainable, cruelty-free ingredients and practices.

Through posts and live discussions on Bubblez and Flamez Podcast's social media platforms, we’ve been able to discuss the environmental implications of palm oil used in soap making, for example, encouraging makers to opt for more sustainable alternatives. In this way, social media has given us a voice, allowing us to contribute positively to broader conversations around environmental responsibility and sustainability.

Wrapping Up

Social media, with its vast reach and power, has undeniably transformed the candle and soap-making industry. As we continue to explore and adapt to this digital landscape, we must remember to leverage it not just for business growth but also for community building, education, advocacy, and sharing the joy of our craft.

Whether you're an aspiring soap and candle maker, a seasoned artisan, or simply someone who appreciates the beauty of handmade products, I invite you to join me on this journey. You can get in touch with me at [email protected]. Let's continue to learn, grow, and make a difference in our industry, one soap and candle at a time.