*OK* So Can We Talk About…The Drop Model.
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PART TWO:
FULL TRANSCRIPT
Victoria: Listen, I don't even know if it’s called the drop model, but this is what I'm calling it. Ok…so can we talk about the drop model on social media? I think Skims was probably one of the OGs to do this.
You’re seeing this a lot on Instagram grids, where a brand is focused on one specific collection, often like a pretty small collection, might just be new colours, and they’re just hitting you with that. Over and over and over again for a handful of weeks. And you’ll notice that the grid looks very cohesive, which I personally love. Feels like a return to the old days of Instagram, very curated, but in a way that I think is much more interesting than it used to be.
So, thoughts.
Emilee: I love the harkening back to old Instagram. It's almost like Leveraging social media for what it was always best at.
When it kind of went to like, “it doesn’t matter what your grid looks like”—like it’s just each post—I think that’s so much harder to actually build a world and I think that can actually lead you to start chasing trends more than thinking about, what works for us, what fits in our world, especially in a very fast paced, ever changing marketing environment.
It’s so important to know where you’re anchored and figure out what fits you.
Victoria: People have such short attention spans, and we talk about this all the time. You almost have to get them to focus. And I think that that’s what the drop model actually does.
Your grid should look repetitive to you internally, because you have to recognize that not everyone is going to see every single post the way you are as you are approving content, as it’s coming through.
Rare Beauty just did a new fragrance. And everything was green and earthy and beautiful. And even at the event for launch, where they invited all their influencers and whatnot, she wore the same colour that had been everywhere across the grid and that the product was, which was this kind of like beautiful, sage green.
How do you get a fragrance through a screen?
And that’s, I think how, honestly, build that kind of world, and that takes more than one post.
Emilee: Yeah, totally. And I think like your social, especially, there should always be the tension between consistency and surprise. With Rare Beauty, Selena’s always going to be there.
Victoria: It’s always going to be friendly, warm, welcoming. It’s not really like super cool girl. That has to stay consistent.
Emilee: Yes. Then I think the product is unpredictable. Where they’re going to take it is unpredictable. Same world, new story. You build this world that you love and represents you, and then you can have so much fun in all of these different stories you’re telling that all tie back.
Victoria: Like new neighbourhood, same world.
Want to put The Drop Model into practice for your Q4 marketing? Here’s how:
PART THREE:
Victoria: If I were planning my Q4, I would have very, very, very specific themes and specific aesthetics for each 3-ish week period. Hot tip.
