Rachel Tipograph thinks eCommerce is broken. While running social at GAP, she realized that the internet was about to become one big video hub and commerce needed to be a part of it. Today, the video currently coming from brands doesn’t lead to sales, especially in social media. People just scroll on by--wouldn’t you? Rachel set out to solve this by founding her company Mik Mak, that creates e-commerce video experiences for social media. ere are Rachel’s tips every brand can employ to make sure their social media content leads to sales.
(For all of these, use the best examples from well-known brands, contrasting with examples of what doesn’t work when appropriate)
3 Second Rule: You have people’s attention for 3 seconds if you’re lucky--so make sure your product appears within the first 3 seconds
Stay to Pay: No one wants to leave social media to go to a 3rd party website for a substandard purchase experience where (cite statistics re how many drop offs here are w/ these kinds of experiences). Make it seamless and efficient.
Your New Best Friend: Having a recurring host can give viewers same emotional benefit as friendship.
Climax, climax, climax: Forget the long narrative arc, climax is all you have time for.
Be Direct: Invest in direct marketing and performance marketing-- shake off the impressions of what direct marketing used to be (phone calls and solicitation). Cite the brands that are doing this.
For brands to reach an audience in today’s world, they need a multi-pronged strategy. There’s still a place for top of the funnel branded content that generate awareness. But if your goal is to get people to add to cart in social, rands need to adapt to today’s marketplace where the reality is that people spend massive amounts of time on social media, and provide an experience that meets their needs.
Style & TONE:
The tone for this piece should always feel light, humorous and slightly tongue-in-cheek. Playing up the "spoof" angle will keep the audience engaged and entertained. The interview should be as conversational as possible as it is possible that we may want to integrate portions of outtakes as well as more formal responses to prompts.
- We open on a spoof of a traditional "Branded Content" style piece. No message or product is readily apparent. The visuals are filmic and beautiful. After a short time, we see a very gratuitous product placement and a very emotionally involved talent on screen. At this point we hear Rachel's voice over the imagery in the vein of "...although beautiful, this won't sell".
- Cut to Rachel in her office, well lit, speaking direct to camera. We hear Rachel introduce herself and give a bit of background on who she is. Imagery will cut between Rachel on camera and imagery supporting her history.
- Next, we hear Rachel speak to video content, eCommerce and Social Media, the good and bad about each disparate piece and how she envisions all of these coming together to create a strong Social Video Sales environment.
- Visuals here are detail shots of a hand picking up an iPhone and taking it out of frame, then cutting to someone interacting with their device.
- This could be done in split screen as well, possibly seeing an alternate angle of Rachel in one portion of the frame
- To wrap this segment, we could superimpose Rachel onto the screen of an iPone as the image pushes in on the screen.
Failing, Not Failing!!! (Tips for winning at eCommerce)
- We hear/see Rachel introduce "how not to fail" when it comes to Social Video Content and how embracing some simple tips can help lead to sales.
- With humor, Rachel will give examples of brands that have both succeeded or fallen short of the mark in each tip category.
- For all of the afore mentioned tips (3 Second Rule, Stay To Play, Etc.) there will be a mix of visuals:
- We will see an alternate angle of Rachel's interview setup.
- We will continue to embrace the split screen approach when hearing about real-world examples of what does/doesn't work.
- A mock example of each (where necessary), will be filmed separately (TBD) to illustrate the best practices. Tone will be emphasize lightness and humor.
- To drive everything home, we can spend a moment on the concept of "What I've developed is..." to show proof of concept
- We can integrate some B-Roll captured at the office on interview day to support these closing statements.
- Finally, we end on a clean interview shot of Rachel giving us one last, humorous thought before closing.