Something that’s happening among many different types of companies out there in the world is that they are creating content that is seen as useful, or as Berger puts it, has practical value. What is this? Basically, companies create content that is of use to not just their customers, but anyone who leads the lifestyle their targeting. For example, a surf company talking about choosing the right type of board or how to read swell charts. You might not be looking to purchase anything but you still got something out of visiting their site or viewing their social media. So the company I want to focus on today is a clothing company called Lookbook Store. Lookbook has its own blog on its site that has all sorts of content but the one thing the blog posts have in common is that they can offer some sort of value to those who are reading it. For example, below is an example of one their posts about looking fab when you’re plus sized (click the photo to view the blog post). It goes through offering fashion advice to those looking to look fab. BUT they also stick in their own products that those reading this post should buy as a way compliment what they sell.
You can also find other blog posts such as “3 Chic Ways to Sport Rompers” and “10 Clothing Hacks Girls Should Know”. This automatically provides practical value to those who are reading these posts and fit the target market that they are trying to ultimately appeal to in the end.
Their YouTube isn’t as popular with only 206 subscribers but they keep the same theme going in terms of providing practical value to those watching. Their videos focus on store and product reviews instead of “How-tos” like their website but nonetheless still has value to those watching. But they don’t rely on their YouTube which is obvious in the fact that they haven’t uploaded a video in over 3 years so they definitely aren’t relying on YouTube as a form of gaining new customers. Compared to other companies, they lack in this field in terms of the content provided. They want to provide that practical value but there’s nothing more than reviews by random people. I would like to see some styling videos, more how-tos and so forth just like some other clothing companies do. Here’s an example of one of the videos posted to their channel:
So while they fail at uploading their own videos, people around the world are also doing it for them in terms of posting their own product reviews, shopping hauls and so forth featuring LookBook products. Essentially, fans are creating content for them.
Next, let’s check out that Instagram because oyu know I always have to. With only 25.5k followers, they could be doing better right off the bat. Now the content? When I look at their page, I don’t see anything of practical value. Many photos are just taken straight off their online catalog but luckily they have some reposts from followers in their clothing to provide some variety. You’d also think that they’d have more than 50 likes on a post with their amount of followers. I know I wouldn’t be liking these almost stock-like photos if they came across my newsfeed. So in the end, Instagram is not their forte.
I personally think that LookBook should stay focused on their blog as that is where the most valuable and interesting content lies. I also believe they should be taking that content and using it on their other social media platforms to gain more attention from current and potential customers. We want those how-to videos on YouTube and outfit pairings for Homecoming on Instagram using their products. This is definitely something I might expect from a brand new company just getting their feet off the ground but not from one who’s been around for a few years now. They also haven’t actually posted to their blog in a couple months so that is easily one way to lose readers as they might assume it was forgotten. Social media and content creation is essential for a company to maintain their standing with customers so start to fade away and you will be forgotten. There aren’t exceptions, or at least none I have ever come across. So, remember, practical value is pertinent to creating compelling content that is interesting and valuable to those who see it. While it’s just one of the principles listed by Berger, it is high on the list. Now what’s next….
Comentários