When did you final take note of a generic model video that wasn’t for analysis functions? In case you’re something like me, there are such a lot of issues fighting for your attention on-line that it’s important to be extremely selective about what you give valuable minutes, and people movies often don’t make the minimize.
Many social media customers share my perspective, so many manufacturers wrestle to create content material that connects with their viewers in standard codecs like short-form video. The possible motive? Individuals need individuals, not manufacturers or advertisements.
Fashivly isn’t struggling, although, because of CEO Ashlyn Greer’s strategy to social media. Eschewing the normal 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.
This daring option to step away from the extremely edited content material that populates Instagram and different platforms has paid dividends. The non-public styling model has grown to nearly 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 to 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. Nevertheless, each manufacturers and creators striving for social media success have to articulate their imaginative and prescient cohesively.
What’s this imaginative and prescient? Merely the distinctive perspective you carry 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 need to assist individuals perceive style in a enjoyable, participating, and accessible method. It is their worth proposition to their viewers as a model and a fun account on TikTok.
This well-defined imaginative and prescient, or standpoint, 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 brand deals as a creator.
Fashivly has taken a novel 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 utterly 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 pillars:
- style training
- demystifying style developments
- offering sensible type recommendation
So, in a flip of occasions, fairly than proscribing your model to the niche you operate in, broaden your perspective in your total business. Embrace your distinctive standpoint as an organization engaged on a selected a part of your business with several types of experience below one roof. This strategy supplies a wider canvas to 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 strategy when you have a stable model id and focus. What your model stands for, and what key messages do you need to talk to your viewers?
Fashivly has discovered a candy spot of matters 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, need to focus on. This might be associated to relevancy — just like the onset of spring and the corresponding style developments we need to enlighten our viewers about. Or it might be useful styling guides on the best way to pair trending gadgets.”
The Fashivly workforce 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 together with your audience.
Keep in mind, your model’s content material is the reflection of your model’s id within the digital world. Subsequently, all the time be certain that your brand-focused concepts type a big a part of your general content material technique.
Deal with viewers ache factors together with your perspective and experience
A important a part of resonating with your audience and constructing a reference to them is knowing their experiences and chatting with these struggles. Ashlyn realized this firsthand with Fashivly’s first viral video.
“Our first video that gained traction was merely me sharing my frustration round sizing discrepancies within the style business. Discussing the distinction in measurement of the identical pair of denims over a ten-year span led us to discover matters resembling shifting magnificence beliefs and altering sizing charts over time,” she explains.
The fantastic thing about this connection wasn’t about Fashivly’s private styling providers; it was a few shared frustration that the viewers and Ashlyn each understood. This frequent ache level fashioned an emotional bond, a bridge that led the viewers to turn out to be invested in Fashivly’s content material. “Our clients usually strategy us as a result of they know their type preferences and the way they need to painting themselves, however wrestle to search out the place and the best way to actualize it resulting from sizing frustrations,” Ashlyn recounts.
By highlighting these frustrations of their content material, Fashivly fashioned a novel 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 doable as a result of we all know this strategy resonates with our viewers.”
As you propose your content material technique, focus much less on what you suppose your viewers desires. As an alternative,
- hearken to them
- determine their frequent frustrations and
- converse to these ache factors.
Turning the highlight on them is usually a highly effective technique to create a deeper bond and develop content material that genuinely resonates together with your viewers, permitting your brand to grow organically.
Simplify your business with related insights to your viewers
Within the fast-paced style and social media world, being forward of developments and adapting content material accordingly is a vital technique that Ashlyn Greer and her workforce at Fashivly have mastered. However how precisely do they do it? Ashlyn offered a step-by-step clarification of her course of:
- Frequently interact in business analysis: One of many preliminary steps within the Fashivly workforce’s content material creation course of is being conscious of market patterns and upcoming developments. “A part of our every day duties contain buying 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 following step is to customise them in keeping with their viewers’s wants. As Ashlyn places it, “At the beginning of every season, we delve deeper, researching what pattern forecasters or style journalists are saying. We then filter this data by our understanding of our viewers and clients – which developments go well with them greatest?”
- Keep an organized system for monitoring content material concepts: That is essential for the graceful execution of their content material technique. Ashlyn explains, “We monitor all our content material concepts utilizing a shared doc amongst workforce members. This doc incorporates brainstorming concepts, hyperlinks to potential trending sounds or content material, and different artistic ideas.”
- Keep versatile with content material planning and execution: Totally different platforms usually 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 time locations, and we crafted seems to be for them.”
With this course of, Ashlyn and the Fashivly workforce have been in a position to create participating, 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 provided to its viewers. However what if individuals 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’ll inside their operational capability.
Ashlyn explains their give attention to “sharing as a lot content material, academic data, and ideas as we will” to amplify their attain and potential shopper base. The purpose is to let their viewers hear about them and regularly turn out to be purchasers.
Maintain your content material nimble and spontaneous wherever doable
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 skill to detect inauthenticity. In our expertise, being real has performed a big function in our success.”
In apply, this genuineness displays throughout Fashivly’s content material creation course of. Slightly than scripting every line of a video, Ashlyn opts for a extra spontaneous strategy. “Once we determine on a video subject, I do not write out what I’ll say. Every part’s one hundred percent spontaneous. I merely seize my cellphone and begin speaking.”
The technique is grounded in understanding the content material that might resonate with their viewers, and from there, they let it stream naturally. This ensures their TikTok movies by no means really feel over-produced or product-centric.
This strategy creates an environment the place individuals can uncover Fashivly organically. Ashlyn notes, “Our aim is to permit individuals 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.”
Nevertheless, this may 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.
She emphasizes, “Customers appear to choose content material like somebody selecting up their cellphone and casually discussing a subject for a minute or two. That is what engages individuals on TikTok, so we have tailor-made our strategy to be agile and spontaneous, emphasizing authenticity above all.”
Constructing belief and loyalty by lively involvement
A core a part of profitable over your viewers is constructing belief, and Fashivly has it in spades with its viewers because of its CEO’s second function because the “face of the model,” which Ashyln agrees with. “I do imagine that my function 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 sturdy connections with their viewers.
Foster belief and preserve an lively 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 lively within the processes of the model even after a brand new shopper indicators up for his or her providers. That is the place she shares a vital piece of recommendation: to foster belief and preserve an lively involvement within the buyer’s journey, even after preliminary contact.
She says, “So, I really feel my involvement helps individuals notice 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 clients that they are not simply there for the sale however are invested in your complete buyer expertise.
This constant involvement additionally extends to conditions the place issues won’t go as deliberate. Ashlyn elaborates, “If there’s a difficulty, like a shopper not being totally happy with our service, I am the one who steps in to handle it.” This additional strengthens the bond of belief with their clients.
In abstract, wherever doable, your creators ought to 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 clients crave private connection and authenticity, your focus ought to be establishing a deep understanding of its clients and catering content material to their wants and pursuits.
“Solely a small fraction of our movies truly point out our enterprise and the providers we provide,” Ashlyn remarks. This isn’t by chance. The method, as per Ashlyn’s profitable expertise, could be damaged down as follows:
- Perceive your clients: Begin by figuring out who they’re and what they discover invaluable. Keep in mind, this understanding usually comes by trial and error.
- Purpose to supply worth, not simply promote: Ashlyn advises that natural progress channels mustn’t prioritize gross sales, which ought to be a byproduct of your worth. This includes incomes the viewers’s belief by offering invaluable content material earlier than pitching your services or products.
- Establish worth: Decide what features of your model, product, or service your clients 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 usually falls flat as a result of it lacks a private contact. Ashlyn notes, “Audiences join with individuals, 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 could not yield the specified outcomes if it is not genuinely aligned with who you might be. At all times be certain that your content material really displays you and your model. Authenticity resonates with clients and fosters belief.
Adapt Ashlyn’s method the place essential to make sure your content material reaches its viewers and resonates deeply with them, making a basis for fulfillment on natural channels.