In an era where content is king, brands are turning to educational programs to enhance their success. Providing educational content that goes beyond their product offerings is one of the most effective ways for brands to differentiate themselves and gain the trust of their audiences. Twitter and Sephora exemplify this trend with their innovative educational initiatives, aimed at teaching marketers and beauty brands how to create better content and utilize influencer marketing effectively.
“Unskippable” is Twitter’s educational series on video ads
Twitter has launched an educational series called Unskippable to help marketers create effective video ads on the platform. With a focus on optimizing video length, using sound, and designing for mobile, the eight-part series offers practical advice and up-to-date best practices for utilizing video on Twitter. The course aims to empower marketers to create unskippable Twitter content even with limited budgets. By providing valuable and relevant educational content, Twitter positions itself as an industry leader and cultivates a relationship of trust with its audience.
The Sephora x TikTok Incubator Program for Beauty Brands
Sephora has partnered with TikTok and marketing agency Digitas to offer an educational program called the Sephora x TikTok Incubator Program. The program aims to teach founder-led beauty brands how to improve their content creation and make influencer marketing work for them. The program will pair three BIPOC-founded beauty brands every quarter with mentors from Sephora, Digitas, TikTok, and the TikTok creator community. The program includes three modules that cover TikTok strategy, planning, influencer marketing fluency, and analytics. The informative mentorship from industry experts and the TikTok creator community is a unique opportunity for beauty brands to gain insights and guidance on how to succeed on the platform.
Teaching and inspiring for success
Brands that create innovative educational programs to teach their audience how to succeed are building trust and fostering loyalty. By providing educational content that aligns with their brand values and mission, but is not necessarily related to their product offerings, companies can establish their thought leadership and stand out from their competitors. Two excellent examples are the Sephora x TikTok Incubator Program and Twitter’s Unskippable series, which demonstrate how brands can offer relevant and valuable educational content that ultimately contributes to the success of their audience.
To foster loyal and engaged customers, brands must adapt to the changing nature of content and audiences’ needs. One way to establish a relationship of trust with audiences is through innovative educational programs, such as Twitter’s Unskippable series and Sephora’s collaboration with TikTok and Digitas. By providing valuable content that goes beyond the product, brands can differentiate themselves and align with their mission and brand values. As noted by Robert Rose, covering educational topics that aren’t directly related to a brand’s product offerings can also help to inspire and educate their audience. Ultimately, brands that seek to teach and inspire their audience for success are the ones that will thrive in the dynamic and ever-changing world of modern marketing.