In today’s technologically savvy world, consumers are constantly being bombarded with information from left to right. It can be very easy for online users to become easily distracted or to just ignore your content altogether. According to Motioncue’s 2020 Marketer and Consumer Survey, 73% of marketers are posting videos to stories on social media. For saturated markets like the fashion industry, it can be even more difficult for small businesses’ content to reach and engage with their customers. However, for Bianca Cowan, owner of fashion and arts company Thinking Thoughts Art, standing out from the crowd requires that fashion business owners are utilizing good storytelling skills to capture your audience’s attention to get the most out of your post.
“People are drawn to the story that the clothing is telling. Unfortunately, photography and still pictures can only take a consumer so far, but with video, it opens up your storytelling abilities to your customer,” Cowan said.
But first, budding fashion entrepreneurs must find inspiration. This is often one of the initial steps any marketing professional must take before pressing “Post” on video content. Cowan touts that finding inspiration within your industry is a must.
“I pull a lot of inspiration from fashion shows. I love Virgil Abloh and find it particularly interesting how fashion shows have evolved into motion pictures. The storytelling skills in his visuals are amazing, and it keeps me dialed into the trends,” she said.
In addition to finding inspiration from the hottest designers out, your inspiration for your brand identity should also come from you and your lived-in experiences. Don’t be afraid to get in front of the camera and feature yourself. This is particularly helpful in setting your content apart from other visual content. For Cowan, she decided that no one can convey her company’s brand identity better than herself.
“Lately a lot of my video marketing has been geared towards me, my personality, and how I wear my clothes. My brand is a manifesto clothing line, so the line is literally telling my story. Therefore, I wanted to pivot my video content to feature more of myself,” Cowan said.
So, now that you’ve solidified your brand identity, and captured your audience’s attention through unique storytelling, it’s time to be strategic in how you’re using this content. Cowan offered some advice to budding entrepreneurs about how to get the most out of your video content.
“A.) Definitely use video marketing, and B.) when you’re making videos, think about how you can break down your videos across multiple mediums. For example, if I make a ten-minute YouTube video, I make it to where ten seconds of it can be posted to Twitter or another portion to a different social media platform. This really helps me in getting more content out of one piece,” she said.
In the end, the most successful companies use video marketing on social media to boost their exposure to target audiences. Using these tips for any business owner can be proven as successful tactics to create compelling, authentic, and engaging video marketing content.