When did you final take note of a generic model video that wasn’t for analysis functions? Should you’re something like me, there are such a lot of issues preventing on your consideration on-line that you must be extremely selective about what you give valuable minutes, and people movies normally don’t make the lower.
Many social media customers share my perspective, so many manufacturers wrestle to create content material that connects with their viewers in widespread codecs like short-form video. The possible cause? Individuals need folks, not manufacturers or adverts.
Fashivly isn’t struggling, although, because of CEO Ashlyn Greer’s strategy to social media. Eschewing the standard social media playbook of curated and polished content material, Fashivly has adopted an agile, in-the-moment strategy to creating content material, prioritizing authenticity and spontaneity.
@fashivly Test sure or no #summeroutfit #shorts
This daring option to step away from the extremely edited content material that populates Instagram and different platforms has paid dividends. The private styling model has grown to practically 60k+ followers on TikTok. Their secret sauce? Authenticity and spontaneity.
By flipping the script on only one platform – their Pinterest and Instagram are completely curated – Fashivly breathed contemporary life into their social media presence, demonstrating that manufacturers can, certainly, efficiently adapt and thrive in evolving digital landscapes. On this article, Ashlyn shares recommendation for tapping into the expansion potential of TikTok from Fashivly’s journey on the platform.
Take your imaginative and prescient and model id and distill it on your viewers
Most manufacturers have a imaginative and prescient they function by internally, however the corporate-speak of an official imaginative and prescient assertion doesn’t translate effectively for the audiences on TikTok. Nonetheless, each manufacturers and creators striving for social media success must articulate their imaginative and prescient cohesively.
What’s this imaginative and prescient? Merely the distinctive perspective you deliver to your viewers – what units you or your model aside within the huge digital area. In apply, take Fashivly – most of their content material stems from a want to assist folks perceive trend in a enjoyable, partaking, and accessible means. It is their worth proposition to their viewers as a model and a enjoyable account on TikTok.
This well-defined imaginative and prescient, or perspective, will information content material creation and act as an efficient elevator pitch when hooking somebody within the first 5 seconds of your video or negotiating model offers as a creator.
Fashivly has taken a singular strategy by straddling the realms of each creators and types. Ashlyn shared her perception on their strategy, “I’m the face of our model, however our strategy differs from how typical manufacturers conduct their content material technique on TikTok. I’m not fully a creator, however a lot of our content material is rooted in that perspective.”
However what ties this strategy collectively and makes it work? It is the worth you ship to your viewers. A model that resonates with its viewers solves its issues and addresses its wants. Fashivly does this by specializing in three content material pillars:
- trend training
- demystifying trend developments
- offering sensible type recommendation
So, in a flip of occasions, moderately than limiting your model to the area of interest you use in, broaden your perspective in your whole business. Embrace your distinctive perspective as an organization engaged on a particular a part of your business with various kinds of experience underneath one roof. This strategy offers a wider canvas on your model, permitting you to discover different areas whereas staying true to your core values.
You’re already one step in the direction of an improved content material technique when you have a strong model id and focus. What your model stands for, and what key messages do you wish to talk to your viewers?
@fashivly OMG i forgot to incorporate “boutique cocktail lounge.” So enjoyable. My private type reference equal can be one thing like “dimly lit wine bar” 🖤😎
Fashivly has discovered a candy spot of subjects related to its model, business, and viewers. Ashlyn shares that roughly 40 p.c of Fashivly’s content material revolves round brand-focused concepts.
She explains, “We start [content development] with deciding what we, as a model, wish to focus on. This may very well be associated to relevancy — just like the onset of spring and the corresponding trend developments we wish to enlighten our viewers about. Or it may very well be useful styling guides on how you can pair trending gadgets.”
The Fashivly crew must do these analyses anyway because it’s brand-relevant, however they go additional by speaking their findings to their viewers. This contributes to the belief their viewers has in them.
Deal with your model id as a roadmap that guides the creation of content material that helps your model’s id and resonates along with your target market.
Bear in mind, your model’s content material is the reflection of your model’s id within the digital world. Due to this fact, at all times make sure that your brand-focused concepts type a major a part of your total content material technique.
Handle viewers ache factors along with your perspective and experience
A important a part of resonating along with your viewers and constructing a reference to them is knowing their experiences and chatting with these struggles. Ashlyn discovered this firsthand with Fashivly’s first viral video.
@fashivly the chokehold these denims had on us #greenscreen #greenscreenvideo #millennial
“Our first video that gained traction was merely me sharing my frustration round sizing discrepancies within the trend business. Discussing the distinction in dimension of the identical pair of denims over a ten-year span led us to discover subjects resembling shifting magnificence beliefs and altering sizing charts over time,” she explains.
The great thing about this connection wasn’t about Fashivly’s private styling providers; it was a couple of shared frustration that the viewers and Ashlyn each understood. This frequent ache level shaped an emotional bond, a bridge that led the viewers to change into invested in Fashivly’s content material. “Our prospects typically strategy us as a result of they know their type preferences and the way they wish to painting themselves, however wrestle to seek out the place and how you can actualize it resulting from sizing frustrations,” Ashlyn recounts.
By highlighting these frustrations of their content material, Fashivly shaped a singular bond with their viewers. Ashlyn maintains this focus in her content material creation strategy, stating, “We’ve continued to create inclusive content material primarily based on these insights. Understanding these ache factors has guided our content material creation and ensured we keep as inclusive as potential as a result of we all know this strategy resonates with our viewers.”
As you intend your content material technique, focus much less on what you suppose your viewers needs. As a substitute,
- hearken to them
- determine their frequent frustrations and
- converse to these ache factors.
@fashivly #sew with @lizziegreenberg #greenscreen #everlane #easypants
Turning the highlight on them could be a highly effective strategy to create a deeper bond and develop content material that genuinely resonates along with your viewers, permitting your model to develop organically.
Simplify your business with related insights on your viewers
Within the fast-paced trend and social media world, being forward of developments and adapting content material accordingly is a vital technique that Ashlyn Greer and her crew at Fashivly have mastered. However how precisely do they do it? Ashlyn supplied a step-by-step rationalization of her course of:
- Often interact in business analysis: One of many preliminary steps within the Fashivly crew’s content material creation course of is being conscious of market patterns and upcoming developments. “A part of our every day duties contain procuring on-line, so we naturally spot recurring patterns or rising developments,” Greer explains.
- Customise developments to suit their viewers: After figuring out the developments, the subsequent step is to customise them in accordance with their viewers’s wants. As Ashlyn places it, “Firstly of every season, we delve deeper, researching what pattern forecasters or trend journalists are saying. We then filter this data by way of our understanding of our viewers and prospects – which developments swimsuit them greatest?”
- Keep an organized system for monitoring content material concepts: That is essential for the sleek execution of their content material technique. Ashlyn explains, “We monitor all our content material concepts utilizing a shared doc amongst crew members. This doc accommodates brainstorming concepts, hyperlinks to potential trending sounds or content material, and different artistic ideas.”
- Keep versatile with content material planning and execution: Completely different platforms typically require totally different approaches. Fashivly makes use of a extra fluid content material technique for fast-paced platforms like TikTok, whereas channels like Instagram and Pinterest are deliberate out extra meticulously.
- Incorporate viewers participation: Ashlyn encourages manufacturers to permit viewers enter to information the route of content material. She shares, “We just lately created a trip information collection. We requested our viewers to inform us their summer season locations, and we crafted seems for them.”
With this course of, Ashlyn and the Fashivly crew have been capable of create partaking, well timed content material that resonates with their viewers and units them aside in a crowded digital panorama.
Fashivly shares any and all data associated to the style business to maximise the worth supplied to its viewers. However what if folks simply take your private styling recommendation and apply it on their very own? Ashlyn waves away these issues and affirms that their goal is to forged a large web of data, sharing as a lot as they will inside their operational capability.
Ashlyn explains their give attention to “sharing as a lot content material, academic data, and ideas as we are able to” to amplify their attain and potential consumer base. The intention is to let their viewers hear about them and step by step change into purchasers.
Maintain your content material nimble and spontaneous wherever potential
Authenticity is a trait that is deeply valued by audiences, particularly on platforms like TikTok, and Fashivly has discovered a lot success in prioritizing it in its content material creation course of. As Ashlyn reveals, “On platforms like TikTok, customers have an uncanny means to detect inauthenticity. In our expertise, being real has performed a major position in our success.”
In apply, this genuineness displays throughout Fashivly’s content material creation course of. Relatively than scripting every line of a video, Ashlyn opts for a extra spontaneous strategy. “After we resolve on a video matter, I do not write out what I will say. Every part’s one hundred percent spontaneous. I merely seize my telephone and begin speaking.”
The technique is grounded in understanding the content material that will resonate with their viewers, and from there, they let it move naturally. This ensures their TikTok movies by no means really feel over-produced or product-centric.
This strategy creates an environment the place folks can uncover Fashivly organically. Ashlyn notes, “Our objective is to permit folks to find our model and get to know us behind the scenes. Our product discovery ought to come as a secondary results of this course of.”
Nonetheless, this would possibly show difficult for manufacturers accustomed to the polished content material of Instagram and different platforms. Recognizing this, Ashlyn explains that such content material would not essentially carry out effectively on TikTok. The viewers there gravitates in the direction of uncooked, actual content material.
@fashivly @Poppy Barley our new fav (sustainable!) shoe and equipment label. Carrying the slouchy crossbody and the uniform oxford #sustainablefashion
She emphasizes, “Customers appear to want content material like somebody selecting up their telephone and casually discussing a subject for a minute or two. That is what engages folks on TikTok, so we have tailor-made our strategy to be agile and spontaneous, emphasizing authenticity above all.”
Constructing belief and loyalty by way of energetic involvement
A core a part of successful over your viewers is constructing belief, and Fashivly has it in spades with its viewers because of its CEO’s second position because the “face of the model,” which Ashyln agrees with. “I do imagine that my position as the first face of the model has helped to foster belief with our viewers,” she says.
It is a relationship constructed on authenticity and consistency that manufacturers ought to emulate to construct robust connections with their viewers.
Foster belief and preserve an energetic involvement within the buyer’s journey, even after preliminary contact.
However being the model’s face is not nearly showing within the content material. Ashlyn can also be energetic within the processes of the model even after a brand new consumer indicators up for his or her providers. That is the place she shares a vital piece of recommendation: to foster belief and preserve an energetic involvement within the buyer’s journey, even after preliminary contact.
She says, “So, I really feel my involvement helps folks understand that I am not simply the face behind the content material, I am actively a part of the method even after they’ve booked a method information.” Which means that manufacturers should present prospects that they don’t seem to be simply there for the sale however are invested in your complete buyer expertise.
@fashivly Replying to @Lindsay H #greenscreen Search for crew, quarter or shorty crew, and ankle (that hit at and above not beneath!)
This constant involvement additionally extends to conditions the place issues won’t go as deliberate. Ashlyn elaborates, “If there’s a difficulty, like a consumer not being completely glad with our service, I am the one who steps in to deal with it.” This additional strengthens the bond of belief with their prospects.
In abstract, wherever potential, your creators must be simply as invested within the model as you might be.
TL;DR? Comply with these 5 ideas for fulfillment with natural content material on TikTok
Manufacturers and creators alike have a lot to study from Ashlyn and Fashivly’s strategy to TikTok. In an period the place prospects crave private connection and authenticity, your focus must be establishing a deep understanding of its prospects and catering content material to their wants and pursuits.
“Solely a small fraction of our movies really point out our enterprise and the providers we provide,” Ashlyn remarks. This isn’t accidentally. The method, as per Ashlyn’s profitable expertise, may be damaged down as follows:
- Perceive your prospects: Begin by understanding who they’re and what they discover beneficial. Bear in mind, this understanding typically comes by way of trial and error.
- Purpose to supply worth, not simply promote: Ashlyn advises that natural progress channels mustn’t prioritize gross sales, which must be a byproduct of your worth. This includes incomes the viewers’s belief by offering beneficial content material earlier than pitching your services or products.
- Establish worth: Decide what elements of your model, product, or service your prospects care about, and work out how one can tailor your content material round these key areas.
- Keep away from generic gross sales pitches: Generic gross sales content material typically falls flat as a result of it lacks a private contact. Ashlyn notes, “Audiences join with folks, not faceless manufacturers.” Make your model private and relatable.
- Keep authenticity in your strategy: Your model’s authenticity is important to progress . Mimicking different creators or manufacturers might not yield the specified outcomes if it isn’t genuinely aligned with who you might be. At all times make sure that your content material really displays you and your model. Authenticity resonates with prospects and fosters belief.
Adapt Ashlyn’s method the place obligatory to make sure your content material reaches its viewers and resonates deeply with them, making a basis for fulfillment on natural channels.
