How to Capitalize on Disappearance
Advertisements are constantly being thrown in the consumer’s face. After infiltrating social media and attempting to master a more natural approach, marketers now have an advantage: the value of disappearance.
Companies can use tools like Instagram and Snapchat stories to reach consumers and vanish just as quickly as they came, providing the perfect opportunity to offer special promotions, showcase new products, and reveal teasers of future campaigns. When it comes to clothing lines, stories are the ideal location to spread the word about sales. Considering they are only available for a 24-hour time span, corporations can reach their audience without broadcasting discounts.
Nordstrom for example, noted the looks they loved from #LFW highlighting the Tommy Hilfiger x Gigi Hadid fall '17 collaboration, subtitledTommy Now: Rock Circus. Using the "swipe up" feature to read a review of the show on their blog, The Thread. (Nordstrom Rack slated to open in Poplar Commons, at the corner of Poplar Ave and Perkins Extd, in October, hands up!). Gigi thanked both her Fashion Fairy Godmother and all her models who rocked out all their new fall looks.
But fashion labels aren't the only industry taking advantage of this magic trick. Whole Foods share lifestyle shots of their favorite weekly sale items via Instagram's Stories feature with the hashtag #WholeFoodsFaves. McDonald's storied their Uber Eats campaign, letting viewers know that their savory salty fries can be delivered to your doorstep 24/7. Conde Nast features city-specific restaurant guides again, using the "swipe up" option directing followers back to their website to view on their blog.
Additionally, it is the perfect platform to show your creative process. It is an opportunity to reveal a behind the scenes, before the scenes glimpse into product creation. This makes the consumer feel included and takes the edge off of the “big bad company” image some businesses may have by adding an element of informality.
Because it lasts a day, the time-frame is ideal for take-overs. If you're collaborating with another brand, these take-overs can serve as a connecting piece between corporations. Actress/Model Jamie King, took over Harper's Bazaar's Instagram giving viewers a glimpse into her preparation for Dior's fashion show. From hair to makeup and of course, a front seat view of the runway. And if not collaboration, use the take-over to guide the consumer through a company event. There is nothing like an inside look to attract an outside consumer.
The aspect of disappearance is useful. Although the timeframe may seem short, it allows for a lot of marketing possibilities, so next time you open up the app, considering allocating your brand some personalized face time. Instagram stories shine with their ability to include links and mention other users. Inclusion, unlike Snapchat's exclusion/secret factor, creates a feeling of community. Tell us what stories you find enchanting in the comments below.
Published by: Walker & Associates in Uncategorized