Big brands and retailers are spending up on non-shoppable content. That is, content designed to entertain with only a small acknowledgement of the brand behind the content.
Successful non-shoppable content is entertaining, highly shareable, accessible and, often, inspiring. Dollar Shave Club in July last year released a video, which has now been viewed close to three million times. The video is an excellent example of non-shoppable content. It is fun, inspiring and for our times in that it reflects diversity without judgement.
The financial resources of Dollar Shave Club are considerable, enabling them to fund the professional production of the video. Small business owners could watch the video and say we can’t afford to produce something like that.
The reality is that atone with a smart phone, slime time and creativity could produce effective non-shoppable content. There are plenty of small business retailers I see who do this already. Creativity is key. Massive tech. skills are not critical.
Here is the video.
Please take a moment to think about non-shoppable content you could create that might get people watching connect with your brand.
Too often I see newsagents on Facebook saying look at what we just got in or come shop with us when a more successfully engaged campaign could be hey, we thought you might enjoy this.
People are on social media for entertainment. Often, that is why people shop too. Putting entertainment as the top priority could, indirectly, do more good for your business than a more direct ad on social media.
I love the Dollar Shave Club video. I watched it all the way through, which is rare for videos I often see on social media. The stats for the video speak volumes.
Now, if you have got this far in the post and think it does not relate to you, please pause for a moment … because, I think this topic of non-shoppable content is relevant to every retailer. Everyone in retail has an opportunity to find new customers through a non-linear approach to marketing, by entertaining first, y having fun in the name of your brand.
This is retail today, in tis world of myriad social media platforms. It’s exciting and filled with opportunity.