Technological improvements have allowed marketers to improve the nature of their relationships with consumers. Conversations occur via digital channels as brands publish content and consumers react to, or comment on, that content.
Reactions to content are a form of engagement and the beginning of an anticipated business relationship between brand and consumer.
But people only engage with content that appeals to their interests. The average person is exposed to so much content on a daily basis that the bulk of those updates mold into an indistinguishable blur. If the content fails to capture people’s attention, you’ll see little to no engagement for your efforts.
The rise of the digitally native brand
It’s no secret that consumers are comfortable completing purchases online. According to a report compiled by Forrester Research, over 270 million people in the United States will research and purchase products online by 2020.
Mobile behavior is the primary facilitator of society’s shift towards e-commerce. People browse through social and digital news feeds on their mobile devices to research new and interesting content. If the content is bold enough to capture their attention, they’re more likely to click on offers or promotions for products.
Brands that are native to the digital atmosphere are positioned to provide the right types of content that capture attention. Andy Dunn, Founder, and CEO of Bonobos describes digitally native vertical brands, or DNVBs, as paving the way for v-commerce customer experiences.
One of the earliest pioneers of content-first experiences is the Dollar Shave Club. The company revealed their creativity by publishing the viral video “Our Blades Are F***ing Great,” which starred CEO Michael Dubin as he introduced the company’s products and positioning to the audience.
The company received over 12,000 product orders in the first two days after the video was published. As of October 2017, the video has been viewed over 25 million times.
Digitally native brands produce colorful and creative content
In order to achieve the viral success of Dollar Shave Club, your brand requires a unique and creative identity. Your brand identity is an extension of your mission and positioning. It includes the visual cues and variables that allow you to produce custom content that’s unique to your brand alone.
Here’s the thing about v-commerce brands.
They understand that the experience is what matters to the consumer. People expect brands to promote a lifestyle using content. The average person wants to feel a real human connection to your brand before agreeing to give you their business.
Use your unique identity to establish creative rules and guidelines for all of your brand’s content. This will help differentiate your content from everything else that appears in cluttered social news feeds. You can emphasize your creative style and tone to ensure all content boldly attracts people’s attention to your brand.
Once you have your unique guidelines, you can increase the frequency that you produce content. You may even create a piece of content that’s clever enough to go viral like the Dollar Shave Club video.
V-commerce brands excel at social media service
Engaging with consumers has never been more important for business, but is critically important for brands to expand their online sales.
According to J.D. Power and Associates, 67% of consumers use a brand’s social media platforms for customer service or support. Approximately 43% of millennial consumers are comfortable posting questions on social media.
Additionally, 72% of people expect your brand to respond to their question within an hour of publishing the post. If you respond to a question in an efficient timeframe, the consumer who made the initial post is more likely to advocate on behalf of your brand.
Brands that are continuously active on social media maintain the attention and the interest of their core followers. When you respond to a question or complaint with constructive advice or feedback, the people who follow you will notice your dedication to customer service. Should they feel they can trust you to engage in service, in addition to providing entertaining content, they’ll voluntarily share your updates or recommend your products to friends and family.
If your existing marketing strategy involves creative content, you’re already building up a loyal following of interested consumers. Make the most of your early accomplishments by demonstrating your commitment to fast and effective customer service.
You can even tie your responses into your brand identity with clever pieces of content that both answer customer questions and provide entertaining experiences.
Compete with v-commerce by scaling content creation
If you want to attract new viewers to your brand and encourage them to give you their business, you need to create consumer experiences that mirror leading v-commerce brands.
This requires a lot of content that’s creative, interesting, and unique to your visual brand identity. You need a process that can help you scale production of custom content so that you can provide the types of experiences consumers expect.
Technological advancements have improved how consumers engage with content, but also help marketers ramp up production of content. There are several platforms like Uber and Airbnb that have revolutionized their respective industries, but did you know that there are also creative solutions that have revolutionized content creation?
You can use technology to calibrate your visual identity, provide creative examples of content you’re hoping to create, and connect with creative talent who can help you produce that content at scale. This will help you push custom on-brand content to your social network with frequency and consistency, which can rival the tactics of the world’s leading v-commerce brands.
Eager to create custom content like the leading digitally native vertical brands? Join us for our upcoming webinar on Thursday, November 9 at 1pm ET to learn more about how v-commerce brands are disrupting the industry with unique visual content.