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Real People, Real Results: Why authenticity trumps AI on TikTok, Instagram, and beyond
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Goal based content creation

What if you could come to Cohley and say - this is why I need content, these are my goals, this is the product, and AI does the rest?
Michelle Green
April 19, 2023
April 11, 2024

Brands work with Cohley to scale visual content across multiple digital platforms, and it's Cohley’s job to ensure a seamless experience. When writing a brief, we ask brands to explain "why they want the content" in order to guide the Creators and ensure the content will be actionable on the intended platform. But, what if fewer inputs were needed? What if you could come to Cohley and say - this is where I plan to use the content, these are my goals, this is the product, and AI does the rest? 

We're ready to make that happen. Cohley has defined six differentiating brand goals that each require unique deliverables and setup of briefs for successful content activation. 

  1. Optimizing Ads for the new reality
  2. Enhance ecommerce conversion rates
  3. Boost a retailer relationship
  4. New product launch
  5. Launch a new social channel
  6. Increase organic presence

Whether you are focusing on one of these core goals or all six, the tone of the video or the need for product and lifestyle imagery changes. But massive amounts of content is needed. With AI, we only need the following variables: your goal, brand, and product information to perfect the ask to each creator.

Ready to start creating? Let's dive in on what we aim to suggest using AI for each of the following goals...

  1. Optimizing ads for the new reality: To create compelling social ads you’ll need vibrant lifestyle videos or photos that capture your brand's essence. Creators should provide one vertical video or five or more horizontal photos. Additionally, use an influencer brief with a goal of creator licensing on IG or running Spark Ads on TikTok. For all briefs, ensure that the creator understands where the content will be deployed in order to optimize their creative output.
  2. Enhance your ecomm conversion rates: To elevate your product pages and increase conversion rates, a combination of authentic user-generated content and polished professional images is key. Consider running briefs for both UGC and professional content to ensure a diverse range of visuals. Additionally, make sure each product has a minimum of 50 recent reviews within the last 90 days to provide social proof and build trust with potential customers.
  3. Boost your retailer relationships: Whether launching in a physical storefront or on online marketplace giants like Amazon, Walmart, Target, or Sephora, it's imperative to have a solid plan in place to maximize sales. For brick and mortar locations, creators must gain access to the store to capture the path to purchase via video. A retailer influencer brief is ideal for this, allowing for a mix of location specific photos and videos to showcase the product. Meanwhile, for online launches, ensuring a minimum of 50 reviews on launch day is crucial to establish credibility and foster trust with potential customers.
  4. New product launch: If you are launching a product that is only available at a specific retailer, ensure you're following the above best practices! For wider releases, utilize social ads via influencer briefs with creator licensing on IG or spark ads on TikTok. To ensure your PDPs are optimized, run a UGC lifestyle video brief (5+ per creator) and a professional product shot brief (20+ per creator) for a mixture of eye-catching product shots and lifestyle videos that bring your product to life. You'll still want to capture 50 reviews for the day of launch! 
  5. Launch a new social channel: The performance of a certain trend or style of content can vary greatly by channel. Ensuring a video is created for each unique digital channel is key. The video you create for Instagram will not perform on TikTok. We are also seeing Instagram pushing photo carousels again. Let a creator’s uniqueness and POV shine through with a unique hook in the first three seconds to stop the scroll. Regardless of the platform, you'll want to run an influencer brief with the intent to boost and a UGC photo or video brief for organic posts.  
  6. Increase organic presence: To establish a strong social media presence, equip yourself with an abundance of visually appealing content. Run UGC briefs that cater to specific channels, allowing creators to provide a diverse mix of images for carousels and pins, and videos for reels, TikTok, and shorts. Together, we will quickly fill your social calendars with channel specific content. 

We value your feedback! Let us know how these strategies work for you and if you're open to exploring the possibilities of AI-powered content creation. Share your thoughts in the comments below.

 

Michelle Green
Director of Product
Day to day Michelle is a bug finder, feature requester, business owner, and sales leader answering the question "how can we disrupt and grow revenue faster?" Michelle focuses on creating products and systems that can scale with easy-to-use functionality, automated reporting, and results that speak for themselves.