Social media has affected so much: the way we communicate, network, consume news and spend our time. It’s even changed the way we view and make content.
Looking back twenty years, it feels that time used to pass more slowly, that people used to be more patient. In many ways, that was true. It was impossible then to watch live feeds from cell phones on the other side of the world. Celebrities had no way of instantly replying to comments made on their Insta feeds. We’ve been conditioned to expect the latest-and-greatest at a moment’s notice.
And business owners have to adapt to this speed. To attract new customers, you’ve got to stay up-to-date and responsive. But before we get ahead of ourselves, let’s take a step back and look at these changes through a certain lens.
The Fashion Industry
Back in the early 2000s, people viewed most of their content in print form. People learned about fashion trends from magazines and flipped through printed catalogs to get their shopping kicks during their lunch breaks.
Lead time on a glossy fashion magazine was at least three to six months. Therefore, by the time consumers cozied up with the latest Marie Claire issue, the photoshoots and articles were several months old. While this is still the case with print magazines, Vogue and other fashion giants now communicate with readers in many other ways as well.
With over 13 million followers, Vogue’s Twitter account keeps fashion fans abreast of the latest industry news, as in this tweet announcing John Galliano’s extension of his contract with Maison Margiela.
Today’s consumers participate. They don’t just consume. Back in the day, Vogue readers looked forward to the newest copy; today’s Vogue readers retweet and reply to posts, sharing their opinions and posting their favorite images on their Pinterest boards.
Somewhere along the line, images took the limelight. Instead of accompanying articles in newspapers and magazines, photographs took the lion’s share of our attention. And J. Lo played a big part in the transition.
Google Images and J.Lo’s Green Dress
Jennifer Lopez created an iconic fashion moment at the 2000 Grammy Awards when she wore that infamous green Versace dress. To Google execs, that was the day J.Lo broke the Internet.
According to Google’s Executive Chairman Eric Schmidt, “[Google users] wanted more than just text. This first became apparent after the 2000 Grammy Awards, where Jennifer Lopez wore a green dress that, well, caught the world’s attention. At the time, it was the most popular search query we had ever seen. But we had no surefire way of getting users exactly what they wanted: JLo wearing that dress. Google Image Search was born.”
The swift response from the world’s favorite search engine set the tone on how we, as a society, began to view content. In 0.88 seconds, Google can bring up approximately 142 million results for a search for that green dress.
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What will Google deliver to people searching for your company today?
Content Strategies for Today
We know everything about everything. Print is dead because we get constant new content every few seconds. How can your business compete for attention in such an environment? What can you produce that will earn the attention of your target audience?
Scale it Down
First off, change your shooting habits to meet current image demands. When print was king, a lot of shoots took place outdoors. The content was more evergreen because trends didn’t change as quickly. You had editorial stories shot on location at massive estates with huge crews. Budgets were plentiful, and so were the amenities: a wardrobe bus, a production office trailer, a full team of stylists, etc. But since the photos could be used over a longer period of time and wouldn’t all be seen in the same place, it made sense to shoot this way.
Today, companies have to publish content so frequently that they have to keep shoots smaller. Instead of getting thousands of shots in one location, you just need a few shots, but you need much greater variety. Instead of blowing your budget on a few big photoshoots, spread your budget throughout the year, and keep the scale modest.
Embrace Flexibility
In the past, marketers could set the agenda for their upcoming year, and then plow right through their plans. But today, you’ve got to be agile.
That doesn’t mean you should neglect the development of ad campaigns, but if you’re going to be successful and catch the wave of viral trends, you’ll have to be flexible.
With a scaled-down mentality, you can spot a trend and respond to it quickly. If your last batch of images boosted your social media presence, adopt a similar vibe with your next shoot. Are you noticing a strong trend used by your competitors? Schedule a scaled-down photoshoot ASAP.
Leverage Your Photos and Video
You spend time and money generating content, so use it well. Even if your industry leans heavily on trends, resurrect old content to keep your social media accounts active and interesting. Show your old images with a fresh angle attuned to today’s news and trends. With this mentality, you’ll soon have a burgeoning library of material to keep your company popping up at the top of the search engine results.
Partner With Us
To stay agile in this fast-paced world, you need partners that can respond to your ever-changing needs. At On Time Elite, we understand the dynamics and demands of social media, video, film, photography, and modern marketing.
We’ve equipped luxury production buses with everything you need to pull off a successful shoot at a moment’s notice. Need a city permit? We can assist you with that. Catering for the talent? We’ve got you.
The more we work with clients, the more familiar we become with their needs and modes of operation. Get in touch with us to talk through your upcoming plans. We’d love to help.