Turn the Camera Inward for Social Content

Depending on the age group you’re marketing to, this article in the NYT might spark some great thinking on social media content. Big fashion brands like Loewe and consumer brands like Poppi are tapping their in-house staff to create low-fi content that looks more like a day-in-the-life post than promotional content.

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From the article: “This approach, which has existed on some level for quite some time, is part of a growing shift in social media marketing. Rather than investing in work from external influencers or celebrity ambassadors, many fashion, beauty and lifestyle companies are turning their cameras inward, enlisting their own employees to be the faces of the brand, while striving to make it feel more casual than that.”

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Also: “The brand’s voice is embedded in the content, as are its products, but there’s no overt pitch, no awkward energy of a sponsored partnership. The videos are seemingly unpolished, even if they may have been meticulously planned. And, in many cases, viewers may not even realize they’re being marketed to.”

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Click here for a TokTok example from Damson Madder.

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