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00:00Content is different for everybody, right?
00:02And I think one of the things that we've learned is that it is so
00:04important for content to be relatable.
00:07And so we always, when we're onboarding partners,
00:10we're like, don't oversell, don't overproduce.
00:13Really make it something that feels as though you're inviting somebody into
00:16your space.
00:17We actually did, I think this is one of my favorite examples,
00:19we did a live stream earlier this year with Revlon.
00:22The live stream was hosted by Ashley Graham, and
00:25they did it from a bare studio space.
00:27I mean, it was like a foldable table with beauty products.
00:31Ashley was joined by her makeup artist, and
00:33they just, the focus was on the products.
00:35And it was a bare face to a beautiful, well,
00:39the faces were beautiful to begin with, but they, of course,
00:43used the Revlon product, and they created a seasonal look that was timely,
00:48was relatable, and it just, it was not overly produced.
00:51It was so authentic, and
00:53the amount of time that was spent watching that live stream,
00:57I think exceeded everyone's expectations, and
00:59certainly exceeds the expectations or benchmarks that you might find on
01:02social platforms.
01:03And so, for me, it's that relatability, that authentic,
01:07invite people in approach that I think works really well and
01:11is a part of our playbook and what we recommend to all partners.
01:14And I think one of the things that's so different from home shopping on
01:19linear television that we get to experience together is that people can
01:23engage in the video while it's live, right?
01:26So the content is also changing in real time based on what people wanna see,
01:32why they wanna see it, and we always, we talk about how what's so
01:38unique about what we do is it's really creating content that connects to
01:42commerce as opposed to leading with the sale and connecting the content.