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If your content could talk, what would it say? Would it project confidence? Or make you feel at home? Perhaps even give you the warm fuzzies of hanging out with a dear friend?
We spend a lot of time at soona and, really, across the e-commerce space strategizing about what is IN our content. But we don’t spend nearly enough time thinking through the meaning of that content itself. How it sends a subtle message or crafts a careful narrative for our customer and how that over time, creates a sale or … not.
For example, the voice of the classic product on white photo is a simple and straightforward tone in my view: “We’re about the facts and nothing but the facts, folks.”
The lifestyle image that takes place in a home? The voice of that photo asks us to imagine life differently. IE, “This is what your life COULD look like with our product.”
A bright and colorful product photo? It says, “Our brand is here to add color and joy to your life.”
There are many other combinations and iterations for every type of visual scene, so how do you go about nailing the narrative? It’s all about carefully thinking through what you hope to make your customer feel! Here’s a few things you can do to develop the voice of your creative:
- Feelings: what do we want our customer to feel when they see this photo or video?
- Audience: determine who you want to relate to the visuals most?
- Where: does this content give them a sense of place? And do you imagine they want to go there or be there?
- When: are there any cues for the time of year that might help set the tone? For example, adding tulips might speak to spring and new beginnings.
- Memory: If you asked your customer later what they remember most about your product, what would you want them to remember?
It always helps to get curious too. If you are still stuck, go online shopping. I’m serious. Go check out some of your personal favorite ecommerce stores and ask these questions above, but simply turn it on yourself? How do you feel? Do you feel seen as the audience? What will you remember most about that visual experience?
Plus, who doesn’t need an excuse to buy themselves something every once in a while?
On the newest episode of A2C Ariana Ferwerda, co-founder and CEO of Halfdays, shares their content strategy that built a waitlist of more than 8,000 shoppers wanting to purchase their ski pants! Leading with fun, lighthearted visuals, Halfdays’ content is the antithesis of the outdoor industry as it exists today. And, their audience is absolutely HERE for it. For more, tune in to our full conversation available now on YouTube and Spotify.
Ready to uncover your brand’s visual style? Take our style quiz to find out what visual personality your brand radiates! Better yet? Take a screenshot of your results and tag us in them on Instagram for a chance to win a soona holiday gift!
If your content could talk, what would it say? Would it project confidence? Or make you feel at home? Perhaps even give you the warm fuzzies of hanging out with a dear friend?
We spend a lot of time at soona and, really, across the e-commerce space strategizing about what is IN our content. But we don’t spend nearly enough time thinking through the meaning of that content itself. How it sends a subtle message or crafts a careful narrative for our customer and how that over time, creates a sale or … not.
For example, the voice of the classic product on white photo is a simple and straightforward tone in my view: “We’re about the facts and nothing but the facts, folks.”
The lifestyle image that takes place in a home? The voice of that photo asks us to imagine life differently. IE, “This is what your life COULD look like with our product.”
A bright and colorful product photo? It says, “Our brand is here to add color and joy to your life.”
There are many other combinations and iterations for every type of visual scene, so how do you go about nailing the narrative? It’s all about carefully thinking through what you hope to make your customer feel! Here’s a few things you can do to develop the voice of your creative:
- Feelings: what do we want our customer to feel when they see this photo or video?
- Audience: determine who you want to relate to the visuals most?
- Where: does this content give them a sense of place? And do you imagine they want to go there or be there?
- When: are there any cues for the time of year that might help set the tone? For example, adding tulips might speak to spring and new beginnings.
- Memory: If you asked your customer later what they remember most about your product, what would you want them to remember?
It always helps to get curious too. If you are still stuck, go online shopping. I’m serious. Go check out some of your personal favorite ecommerce stores and ask these questions above, but simply turn it on yourself? How do you feel? Do you feel seen as the audience? What will you remember most about that visual experience?
Plus, who doesn’t need an excuse to buy themselves something every once in a while?
On the newest episode of A2C Ariana Ferwerda, co-founder and CEO of Halfdays, shares their content strategy that built a waitlist of more than 8,000 shoppers wanting to purchase their ski pants! Leading with fun, lighthearted visuals, Halfdays’ content is the antithesis of the outdoor industry as it exists today. And, their audience is absolutely HERE for it. For more, tune in to our full conversation available now on YouTube and Spotify.
Ready to uncover your brand’s visual style? Take our style quiz to find out what visual personality your brand radiates! Better yet? Take a screenshot of your results and tag us in them on Instagram for a chance to win a soona holiday gift!
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