The rise of video marketing has led to an ever-growing demand for video content, with Tiktok, Instagram Reels and YouTube now becoming the go-to channels for engaging with beauty and fashion brands. As a result, brands are now caught in a never-ending cycle of content creation to keep up with this increasing demand. More time, budget, and resources are being allocated to create standout video content, making a well-defined strategy crucial to avoid potential brand dilution overtime.
Recently, we were featured in a Shopify article and spoke of the significance of storytelling in producing impactful content. Video is the ultimate medium for brand storytelling and when done right, can evoke emotion that builds connection and set a brand apart from its competitors.
Strategies for Effective Video-First Brand Storytelling
Brand Centric Narratives
Leading beauty brands adopt a best-practice approach, where video content is derived from strategic content pillars, which stem from a robust brand positioning strategy and brand story. This method infuses content with their brand's essence and effectively showcases their values and unique identity in all creative. These stories can revolve around the brand’s unique-selling proposition (USP), the ‘reason-to-believe’ or the proof that backs up a brand's USP claims. Beyond product features and benefits, stories about the deeper impact of a brand on the lives of their customers can also be incredibly powerful.
Behind-the-scenes content has traditionally driven high engagement, and currently taking off online is the ‘building in public’ approach whereby startup founders share the behind-the-scenes journey of building a brand. This includes both the highs and lows, the successes and failures, which help create a sense of openness, transparency, as their community comes along for the ride. Brand’s can’t afford for this to be their only content strategy, as it's essential to balance this with other engaging and relevant content that showcases the brand's values, offerings, and personality to keep the audience captivated and connected.
Consumer Centric Narratives
In this video-focused era, product-review style user-generated content (UGC) can be a valuable asset for short-term conversion, but maintaining a brand's unique identity amid a sea of similar ‘UGC product review’ style content is essential. By focusing on consumer-centric narratives, brands can create stories that show empathy toward their audience's aspirations, challenges, and desires. This approach puts customers at the centre of the content, strengthening their connection with the brand.
Collaborating with influencers and content creators who embody a brand's values and aesthetic can further enhance the co-creation of these types of brand narratives. Choosing influencers who can seamlessly blend their stories with a brand's values will result in content that deeply resonates with the target audience.
Case Study: Estrid
The power of storytelling to differentiate is exemplified by the Swedish personal care brand Estrid, known for their razors and their value proposition 'a razor not like the others'. They’ve managed to turn the ordinary into the extraordinary through a unique brand narrative, amplified by brand ambassadors who personify their brand’s values.
Execution is Everything
Well produced content doesn't necessarily mean ‘high-budget’, but brand-consistent. Consistency in video content is crucial for maintaining a strong brand identity. Considering your brand positioning when it comes to making the right choice for video copy, music selection, color grading, and transitions ensures a cohesive brand experience across all your brand experiences. When working with creators, it's important to strike a balance between giving them creative freedom and adhering to the brand's positioning to avoid any unexpected discrepancies.
In conclusion, video content offers an invaluable opportunity for brands to forge connections and engage with their audience through captivating storytelling. By developing a well-defined strategy, leveraging influencers more strategically, maintaining consistency in content execution, and focusing on the right balance of brand vs. customer-centric narratives, brands can deliver compelling video narratives that resonate with their audience and elevate their brand to new heights.
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