(FEELING LIKE GLOSSIER, 2019)
the name of the practitioner: glossier
the title of the work: FEELING LIKE GLOSSIER
the date: 14.09.2019
the link to the work: https://www.instagram.com/tv/B2Xlo2GAtnw/?utm_source=ig_embed
The context on the video: (background AND target audiences)
Glossier, one of the brandy’s wildly popular Instagram accounts. Instagram as the true star of the Glossier marketing strategy, it has an impressive 1.6 million followers, with a posting frequency about once or twice per day. ‘Into the Gloss’ which is the Instagram account of GLOSSIER, it has 699,000 followers with a posting frequency of about once per day.
Glossier has a huge audience on social media. They got different kinds of audiences, like the people who wants to know beauty, show beauty so on. As the video descriptions said, ‘Beauty is more than products; it’s about how you use them, the connections you make, and the feeling you get.’ Glossier is just the brand which respect their customers, including their thoughts and values.
How was the video made technically?
As Glossier is a beauty brand, they put a lot effort on connection with people. In this video, it uses six people’s story to show their own thought about ‘How do you feel today?’. It uses different filters to show people’s own stories which attract audiences as well as make audiences a sense of Intimacy. They always put customers at the top of the marketing, social media isn’t just about spreading information to your followers — it’s about interacting with them. Glossier doesn’t just publish posts and hope they resonate — they use real data to figure out what works for their followers, and then use that information to shape their strategies and repeat their successes.
Glossier’s video is really demonstrate customers feeling, that’s why it choose different kinds of people’s stories as well as thoughts according to this video, with the crispy background to get connected. Different transitions with different feelings.
What similarities and differences can you make with other forms of time-based media?
Glossier is a brand with a lot of ideas and strategies behind social media marketing, especially on Instagram. For their followers and customers, there doesn’t feel like a lot of strategy. It feels friendly, connected, and completely real. It’s as if you’re taking beauty advice from a close friend rather than the brand itself. They all respect their customers, including their thoughts and values. They feels like give their customers a sense of huge suggestions from their friends and connected with them in many different levels.
The shooting method Glossier used is similar with many brand marketing strategies but not the same. In this marketing society, many brands using social media platform as the way to show to the customers. However, some of them are usually focus on the brand itself but not ‘people’, some brands are usually focus the way which their brand is, they brand which they’ve got as well as the reason why people buy this.
However, Glossier, it put all marketing strategies ‘through the people’ or ‘of the people’, it uses a lot of zoom in and zoom out of people’s faces as well as their emotions to show ‘how they’re feeling today’, using different filters to show different stories. It cleverly combine everyone’s voice and emotions with music as well as using split screen to show one part of people’s faces, the other is the beauty of the view.
Glossier’s work mainly caters to instagency-friendly video styles, such as using the IGTV as well as the frame is 9:16 to match the screen size. Add appropriate topic tags as well as descriptions to attract more likes and attention from the audience who are also interested in this topic.
What is innovative about this video?
Glossier keep an eye on individuals’ performances. As they keep a close eye on their posts, their followers grew to 1.6 million last year, with an average participation rate up about 30 percent.
Different transitions with different people’s stories. It is well-arranged with the frame as well as the videos choosing and editing. At the first half of the video, they edit six people’s answering for ‘How do you feel today?’, by using ‘feeling like glossier’ to take to the next part, then go details after. Relying on the fine processing of sound, it attracted the attention of many audiences. While ensuring high quality sound, video content is also useful. It takes audiences to know more about its brand as well as feeling relax and comfortable to enjoy this video.
The innovation of this work lies in the style of people’s stories to match with the good sound quality. It has attracted a lot of attention in many Instagram videos, relying on the processing of sound, the editing style as well as the using of filters.
Marketing in social media platform are all about authenticity, it’s an authentic brand which has a solid grasp on who their customers is, including it’s selfies with different themes, people’s stories, also their relationships that are never exaggerated so on, their all makes a good connection as well as looking approachable. When customers and the audiences look at it, it does not like a brand, it’s like an Instagram’s account which comes from your friend.
“How do you feel today?”
“Feeling like laughter”; “Feeling like baggy jeans.”; “Feeling like a pink jumpsuit.”; “Feeling like sweet, an ice-cream.”; “Feeling like my community.”; “Feeling like I’m figuring it all out.”; “Feeling like big hugs.”; “Feeling like boy brow.”; “Feeling like my best.”; “Feeling like love at first sight.”; “Feeling like excited.”; “Feeling like humid.”; “Feeling like neo pink.”; “Feeling like wavy gravy.”; “Feeling like family.”; “Feeling like myself.”
“Feeling like Glossier.” -From the video of Glossier
References:
2019. FEELING LIKE GLOSSIER.
Available at: <http://www.instagram.com/tv/B2Xlo2GAtnw/?utm_source=ig_embed> [Accessed 5 August 2020].