Why You Should Continue to Accelerate Your Digital Investment
Alizah Asif Farooqi
Jul 28, 2021
Now that the shininess of one’s unique tools like livestream have worn off, it’s time for brands to differentiate themselves without losing out on their digital investments.
Ulta Beauty approaches the challenge with the help of blossoming new short video and shopping app Supergreat. The beauty retailer has hosted 27 livestreams on the platform so far, with 14 more weeks of daily streams slated to come. Livestreams last from 15 minutes to over an hour and mark Ulta’s first time diving into shoppable livestream (previously, it only touted static links beneath videos and has not yet incorporated e-commerce into its Instagram Stories). To build buzz around the new initiative, the brand plans to bring influencers in to host more livestreams in the future, especially those with exclusive product drops.
Even experimental pushes into new platforms are valuable at this time, since they reflect the digital prowess and forward-thinking of brands of all backgrounds. So even though the pandemic may have accelerated many brands decision to invest in digital assets, that doesn’t mean they should slow down now, especially as “edutainment” continues to pick up in popularity.