Our Senior Strategist, Tash Hulme, recently spoke at Instagram’s ‘Inside Beauty’ event. Tash looked at the challenges facing brands to produce stand out content and used her in-depth knowledge of the beauty consumer and her skills as an analyst to delve into the solutions to these problems. Here are some of Tash’s key learnings to make your beauty content count.
Be a brand that thinks like a person.
The spontaneity, unpredictability and imperfection of people makes them more interesting to follow. There’s no reason why branded content can’t be as interesting, unexpected and inspiring as an individual. Introducing dynamism into content strategy can be as simple as a post that is longer or shorter than normal, a move away from what someone might think is your brand’s specialism, giving your platform to a different voice, offering a fresh perspective on a topic or idea in the cultural agenda. In short – add a richer, more human dimension to your brand’s identity and expression.
Ask more questions than you answer.
Instagram posts are ready made consumer opinion polls. Part of the reason that consumers turn to Instagram is that it’s a space to have your say – you can answer questions, share feedback and give comments. Simple and smart techniques can drive high engagement; from an opinion poll to eliciting personal experiences to creating an open forum for people to air their ideas. Growing your community comes via a shared need, the more urgent the need, the more passionate the interaction. For example, the unique challenges of afro-haired women have caused #curlyhair to be the top topic across nearly every social network and forum where there is hair conversation. Women are happy to go out of their way to share advice and personal experience. The smartest content strategies know to tap into these communities to understand the questions that will fire up the debate before they’re put up for discussion.
New news or lasting impressions? Aim for both.
As brands, more and more we are thinking about how we can use Instagram to announce newness and invite customers to be the first to know, encourage them to and keep them retuning to the platform. But the biggest new evolution of this is that Instagram is no longer being used just for a blink-and-you-missed-it post. Boosted by the new ‘Save’ function, people are using Instagram posts to curate personal inspiration files, information and ideas to refer back to at a later stage. excitement is short term, but content is saved and stored, consider what you want her to think when she looks back at your image in a month’s time, immediate reactions are not always the most beneficial longer term.
Be a good house guest
She’s invited you into her personal space – be grateful to be there, be a good house guest and don’t turn up empty handed. Use language to make people feel your attention is on them, give them tools to learn about themselves. Be less hung up about the granular details and focus on the ideas behind your post. That’s what everyone’s looking for and hopefully what will make your content leap of the screen.