Ever since Michelle Phan’s game-changing ‘Natural Looking Makeup Tutorial’ landed on YouTube in 2007, user generated content (UGC) has utterly transformed the face of beauty marketing and the way videos are produced. No longer convinced by the unattainable appearance of highly-preened supermodels perfectly donning this seasons’ red lip, consumers have turned their gaze to the honest expertise of a new generation of relatable beauty influencers.
You might assume this would result in an era where at-home production quality is all the rage and highly polished brand video and TV commercials are a thing of the past, however, this isn’t exactly the case. By borrowing a few lessons from influencer-created content brands can supercharge their video marketing campaigns, combining authenticity with innovative video techniques, like interactive video and shoppable ads. Highly polished content still has a place, but it must engage with and learn from online communities.
Using interactive video to create highly targeted content
One brand …