Curalate CEO Apu Gupta spoke to two national publications recently about the changing nature of discovery and commerce.
On February 28, Apu was featured in a Racked article by Beth Shapouri, examining how video has become the preferred marketing tool for beauty brands. Whether they’re on YouTube, Snapchat or some other platform, those beauty videos are hardy sleek and overproduced — but instead feel unscripted, almost like you’re getting tips from a friend. Apu explained:
“While longer format, high-production-value videos will always have a place, an explosion of video consumption and channels to consume video on has meant that brands simply can’t satiate viewers with enough content if they adhere to strictly super-polished video. Stuff that you’d never do in polished video — looking right at the camera, for instance — is par for the course today.”
Here’s more from Racked:
Gupta explains that for brands, this approach establishes the feeling of connection and positions them more as a friend and guide than just as a company trying to sell products to the consumer. That makes sense when you consider that YouTube is one of the most trusted sources of information for today’s makeup buyer.
Gupta says, the goal remains for the content to feel “easy, natural, and personal” in the hopes that that will translate into a larger feeling of community. As for those still looking to get started, here’s his advice: “Overall, be original, and keep it short, vertical, in snippets, edgy, and personal.” The next move to think about? Perfecting graphics. Gupta says that increasingly, “it’s best to assume people watching your video have the sound switched off.”
Visual Search Technology
On March 8, Bethany Biron from Glossy published this article about the future of visual search technology. The article highlights the “emerging capability that allows anyone with a smartphone to take a picture of a product and immediately identify brand details and connect to e-commerce sites.”
At Curalate, we recently introduced Intelligent Product Tagging, technology that can analyze an image and use machine learning to identify the products depicted within that image. For example: If you have a photo of a woman wearing a black jacket, our technology can identify that jacket, then visually match it with the corresponding product in a brand’s catalog — then make the image shoppable. At the outset, it’ll help our clients automatically “tag” products in images uploaded to the Curalate platform — cutting their workload dramatically. The future applications seem almost endless.
In Glossy, Apu offered his thoughts on how visual search technology can affect e-commerce:
“The next chapter of e-commerce is helping consumers find the products they didn’t even know they wanted, and visual search is an enabler of that type of discovery-driven commerce online. For example, how many times have you walked into a store, picked up a shirt, and thought, ‘This is great, but do you have anything like it?’ Offline, that type of discovery is really easy. Online, you’re left on your own, and that can be frustrating.”
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