Get an inside look on how creators in the fashion business tailors digital content and come up with fresh ideas for online fashion education across.
“All our digital platforms are unique. Each one is its own creature,” explains Amy Astley. “So what the Pinterest audience is looking for is different from the Tumblr, Twitter, and Facebook audiences, which are huge audiences, by the way.”
In some places, people are looking for services, information, or news you can use. In other places, it’s a visual bit of inspiration, just a quick delight to the eye for the day.
We think about every single platform and teamvogue.com differently. Asking, what is this audience looking for? “But then in addition to serving the audience, we try to surprise and delight them too, with something that they didn’t think of.”
Ashley explains that when you’re making digital content, you want to keep it short, keep it shareable, make it something that grabs you. “Because it’s so beautiful, it’s so clever, it’s so funny, it’s something that their friends have to see that there’s something about it that’s grabbing them quickly.”
“And it has to be a real idea,” Marie Suter adds. “I feel like what we’ve discovered is that if it’s just behind-the-scenes or something similar, nobody’s interested.”
“Been there, done that. Seen that. You have to keep challenging yourself.” says Amy.
“For the last six months, I’ve been meeting a videographer, showing Amy, and we’ve been entering this world,” explains Marie. “But now, not only do we have the print team that does the shoot where we would get extra shots, but we often have a videographer with a completely different idea.”
In the last three months, it has changed. At first, the photographer from the shoot was doing the video and was on the side at the end of the shoot, when there’s no more light. Where now, there are specific times carved out.
We shoot a lot of musicians and with this content you want to do something on the website that’s linked to their music, where you can listen to it. When we do beauty shoots for the magazine, we work with those big makeup artists or hairstylists. Marie explains, we’re going to go a little more editorial. Then we will simplify it slightly, more on a how-to for the web.
“Ideas just have to be better from the get-go, so we can spread it out over all those platforms,” says Marie.
