Having a good product is key to a successful business. But building trust in your brand all comes down to how you communicate with your customers online, according to Charlotte Palermino, a licensed aesthetician and co-founder and CEO of skin care brand Dieux. Charlotte discovered the formulation for achievement on TikTok, the place she amassed eight million likes—and counting—by meting out trustworthy, well-informed skincare recommendation.
Charlotte joined the Shopify Masters podcast crew in New York Metropolis to share how she used short-form movies on social media to develop her viewers—and her enterprise. Forward, be taught her three ideas for doing the identical with your personal model.
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Methods to make content material that stands out
1. There’s no such factor as an excessive amount of info
For those who create a product you actually consider in, being 100% clear about what goes into your product is an efficient social media content material technique.
“Lots of manufacturers are afraid to say sure issues as a result of it opens up the door for extra conversations [they don’t want to have],” Charlotte says. By giving her viewers honesty upfront about every product she develops, her prospects can then make better-informed purchases and find yourself happier with their outcomes. “We name ourselves a ’an excessive amount of info’ model—we share what your pores and skin wants, what it doesn’t, the way it’s so various, and that, fairly frankly, our merchandise are usually not going to be for everyone.”
2. Keep true to your self
As a founder, your viewers needs to see the extra private, intimate points to beginning a enterprise. “Once we’re in company environments—I labored in company for a very long time—you aren’t allowed to deliver your entire self to work. It’s a couple of type of assimilation into the tradition that you simply’re being introduced into,” Charlotte says. “I’m allowed to deliver myself to work now, and I ask that the those that we rent deliver themselves to work [too].”
The Dieux crew is all the time inspired to deliver their actual opinions and emotions to the desk when creating content material, to allow them to construct actual belief with their viewers.
Charlotte advises founders to not be afraid of getting actually geeked out on totally different components of the enterprise: Folks need to hear what bought you to the place you at the moment are. She explains that this authenticity will create a deeper bond of belief between you and your prospects, they usually’ll have the ability to make extra knowledgeable purchases that depart them happier in the long term.
3. Use genuine storytelling to hook up with your viewers
To be able to promote product via your social content material, strategy it from the angle of storytelling, fairly than pitching your product to the patron. “Algorithms are actually fickle, so it’s important to actually keep on level in your storytelling—nice salespeople are storytellers,” Charlotte says.
“Considered one of our most viral movies proper now has over 100,000 views, is simply speaking about packaging and non-mined aluminum and what meaning and what that carbon footprint means, and why plastic isn’t evil.” A five-minute video about plastic and aluminum performs effectively due to the storytelling behind it.
To do that tactic your self, Charlotte suggests speaking about your personal merchandise continuous for 10 minutes on digital camera, then retroactively reviewing your footage and reducing it right down to essentially the most important two minutes. You may simply discover your subsequent nice story to inform.
Your profession is lengthy, and so as to construct a enterprise that may attain a large viewers via social media content material, you’ll want persistence, some nice storytelling, and loads of consideration to element.
To listen to extra of Charlotte’s ideas for social media manufacturing or talking to your prospects, tune in to the total Shopify Masters On Location episode.
