No matter the industry, budget, or where a brand stands in its lifecycle, quality content is an absolute must. Great content through meaningful storytelling is the best way to connect with consumers—inviting them into a brand’s world through various touchpoints and channels. “Everything that we do at School House is about defining what works for a brand’s unique expression. When we create content, we like to think about content not as an execution but as a pillar of a brand’s ability to create salience with a consumer. With so many touchpoints across digital media, consumers see so many fragments of brand. That’s why it’s important for us to consider the larger story we’re telling with each individual piece of content,” says School House Founder and Principal, Christopher Skinner. To create content that resonates, it takes a strategic, thought-out approach. And while static images and GIFs are the foundation of most digital content, short-form video is quickly becoming table stakes, thanks to TikTok, in establishing a brand’s relevance and authenticity.
With an increasing number of brands and an influx of content, the digital space has become extremely crowded. Using examples from School House agency’s new, innovative offering, School House Studios, we’ll look at elements of successful content. School House Studios is a unique, one-stop shop for custom content for beauty and wellness brands at scale—supported by an in-house team of producers, art directors, photographers, retouchers, and editors. Here are four ways to create meaningful, strategic content for beauty and wellness brands in 2022.
1. Value-Driven Content
In an increasingly digital world with less in-person interaction combined with a surplus of digital content, how can beauty brands create meaningful content that cuts through the noise? The answer lies in empathy, where value-driven content helps build a connection with an audience through an authentic and meaningful approach. A great example of this is clean cosmetics brand Jane Iredale, and its campaign for PurePressed Base Mineral Foundation. School House Studios focused on showing the versatility of the powder by showing the many facets of the product, including the depth of shade range, sustainable features, refillable packaging, and models of various ages, ethnicities, and different skin types. In this case, the powder is not just a piece of makeup; by including these multidimensional elements in the visuals, the story of the powder unfolds, revealing all the purposeful characteristics that make up the whole.