Skip to main content

3 content creation rules D2C Brands should follow to build communities

Brands wanting to build communities and loyal followers should ensure their content is authentic, consistent and fresh, say brand owners and influencers at the India D2C Summit 2024

Mumbai: We live in a content era. And content plays a critical role in building a brand, especially if it is in the D2C space. There has been an explosion of niche D2C brands in recent years. Some brands solve specific problems for consumers ranging from gut issues to problems managing a specific hair type. The key to the success of such brands is building strong communities through relatable content, said brand owners and influencers speaking at the India D2C Summit in Mumbai.

The 3 Golden Rules of building relatable content are:

Authenticity: Consumers love brand stories and they work well especially if it is promoter-generated content. “People don’t like faceless brands. That is why founder-generated content works well. However, the stories have to be authentic,” said Nikita Khanna, Founder of hair care brand Moxie Beauty. “People want to interact with a person and not a brand,” she added.

Khanna said that she was able to build a thriving community on social media when she started sharing videos discussing her hair issues and how she launched the brand to solve them. She shared that she would get hundreds of messages from people facing similar issues. It also gave her insight into other problems that she could solve with her products.

Social media influencer and content creator Aina Jain felt that the content from a brand is better received if it is by a person rather than just text.

“To get genuine engagement brands should ensure that there is a human touch,” she said.

Consistency: Brands also need to ensure that they put out content regularly. Also, consistency needs to be in the brand language and the ethos that the brands stand for, said brand owners speaking at the Summit.

Arjun Vaidya, Co-founder, of V3 Ventures who also has launched his brands and has used content marketing to engage said that founders putting themselves in front of the camera, should be wary of vanity metrics and should always keep the objective of the content in mind.

“The problem with straying from the objective is users get confused about what they come to you for. Therefore, the objective has to be very clear,” he said.

Freshness: Freshness can come from changing the setting of where the content has been created and creativity. Vaidya said that he noticed a stagnation in the number of followers after a year of shooting in the same setting.

“Brands need to think out of the box. Creativity is very important,” Jain said.

Prabhu Karthikeyan V, The Good Bug said that freshness of content is critical and his company brings that in by varying the speaker in the videos. “Sometimes we put out content by genuine customers and sometimes we get experts to speak about gut health.

The other important factor according to the experts was the relevance of the content. The content should not be put out just to follow a trend but it should be meaningful to the target audience, they said.

The post 3 content creation rules D2C Brands should follow to build communities appeared first on India Retailing.



from India Retailing https://ift.tt/v1eoXah
via IFTTT
Labels:

Comments

Post a Comment

Popular posts from this blog

Eagle Labs launches impirica CBD brand

ST. PETERSBURG, Fla. — Eagle Labs has launched impirica, a new brand of CBD intended to eliminate consumer fear, and increase confidence, in trying the exciting new cannabidiol category. Michael Law Although most Americans have now heard about CBD, many are very confused and concerned about product quality. This is inhibiting trial in the category and holding back conversion into sales. In fact, a 2017 study by Johns Hopkins University found that two out of three CBD products on the shelf did not contain the amount of CBD reflected on the label. Furthermore, in 2018 and 2019, the FDA sent notices to a substantial number of CBD manufacturers advising them of serious concerns about product quality or egregious medical claims. The impirica brand looks different than most CBD brands — the brand name itself connotes testing and trust, says Eagle Labs chief commercial officer Michael Law. “It doesn’t use the traditional category colors of browns and greens, and you won’t find a hemp...
68 comments
Read more

Coronavirus Recovery: Canadian Small Businesses Must Focus on Easing Employee, Customer Fears

By M. Tina Dacin and Laura Rees A small business has been  given the green light to reopen amid the COVID-19 pandemic . What does it need to consider for employees and customers? Small business owners are reorganizing physical space to account for continued distancing requirements and rethinking supply chains to deliver products and services in new ways to meet changing demand patterns. But they must not forget the hearts and minds of employees and customers. That doesn’t mean replacing a focus on the bottom line, but it helps address the need for a new set of expectations and ways of communicating in terms of product or service offerings, delivery methods and real-time feedback. Based on our expertise in organizational behaviour and past research we’ve conducted, we provide a set of recommendations to help small businesses thrive in our new COVID-19 economy by looking after the hearts and minds of the people most important to businesses — employees and customers. Fear, Anxi...
1 comment
Read more

World's 1st Pizza Subscription Service Launches in Toronto

general assembly subscription user opening delivery box of pizza. photo: general assembly pizza By Mario Toneguzzi Toronto-based General Assembly Pizza has launched what it describes as the world’s first pizza subscription service as it also plans to aggressively expand its product offering in the near future by opening a new concept in the market. "Since opening our doors in 2017, we have pushed for the best guest-experience possible — that's why our dough is 100 percent naturally leavened, that's why we have a purpose-built 400-square-foot pick-up and delivery area, and that's why we’ve launched a direct-to-consumer subscription-based ecommerce platform,” said Founder & CEO Ali Khan Lalani. “In 2020, providing the best guest experience means General Assembly Pizza has to be more than a restaurant. I'm proud to say that after almost six months of planning, many roadblocks, and countless pivots — all while maintaining our day-to-day restaurant operatio...
1 comment
Read more