Eslami’s approach for Wild Essentials is particularly unique because there are no products to buy currently. “I wanted to start building the foundation first with storytelling and use the studio to build a community beyond product, because it’s your brand values that will win over their loyalty,” she says. Glossier took a similar approach, launching first with blog Into The Gloss in 2020, before extending into beauty products in 2014.
Diverse formats and platforms
Facebook and Instagram remain the most popular video platforms for customers to connect with brands, according to a November study by Ipsos, a market research firm. Other platforms are also offering consumers new, distinct customer and native ad experiences. In March, Roku launched a content studio with a range of ad formats such as short-form TV programmes, interactive video ads and other branded content for screening on the company’s video-on-demand hub. Instagram Reels, TikTok and Triller all deliver short-form video, while Facebook Watch, Instagram Live and IGTV offer long-term video formats for consumers to spend more time with topics they care about.
“There needs to be thought on the specific channels where a brand needs to be, in order to connect with its target audience,” says WARC’s Anna Hamill. “There’s no one-size-fits-all approach to content, and brands should use data and mass…