Key Takeaways from redpill’s “Content that Converts” Event

Encouraging the industry to take a fresh look at the power of influencers, the role of storytelling, and the secrets to crafting results-driven creative, redpill covered what’s really driving results in today’s creator-led marketing landscape.

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Quick Take-outs

1. Nano influencers are a force to be reckoned with.
2. Don't try and replicate TV ads – but do always tell a story!
3. Success isn't always going viral.
4. Build a strong testing framework and keep experimenting.
5. Don't fall into the trap of thinking some brands aren't right for some platforms.

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Nano influencers are a force to be reckoned with.

One of the key points that emerged was the incredible potential of nano influencers. Brands often overlook those with smaller followings—usually fewer than 10,000 followers—assuming their reach is too limited. But, for some of the world’s biggest brands, from Boohoo to L’Oréal, nano influencers have proven invaluable, offering a highly engaged and loyal audience.

Brands like Heineken and Zipcar are already seeing the benefits of embracing nano influencers, who bring a sense of authenticity and relatability. Zipcar finds that nano influencers create emotional, humorous content that resonates well on platforms like TikTok and Instagram. In a world where audiences are incredibly discerning, the genuine engagement offered by nano influencers has become key to cutting through the noise. Partnering with the right influencers is a true game-changer, with 69% of consumers expressing that they trust influencer recommendations more than traditional brand messaging.

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Don’t try and replicate TV ads – but do always tell a story!

A point that can’t be stressed enough: social content doesn’t need to be polished to TV advertisement standards, but it does need a narrative to grab viewers’ attention. A powerful story is what makes content memorable and drives the emotional connections that brands are looking to foster to drive conversion. boohoo in particular reflected on consumers being sick of the polished ‘tall, skinny model’ and wanted to see ‘real’ ‘everyday’ women instead.  

Rather than trying to make social content look like a highly polished ad, brands should focus on crafting stories that are relatable, real, and emotionally engaging. Even in short-form content, storytelling makes all the difference. Audiences on social platforms want something that feels authentic. And while TV commercial techniques may work wonders on the small screen, they often fall flat on social platforms. Integrated campaigns don’t just boost visibility; they actually improve customer retention by 23%. And while traditional TV still plays a role, viewing habits are changing rapidly: Less than half of Gen Z watch broadcast TV now. So, more than ever, it’s critically important to meet audiences wherever they are, and reinforce your brand connections across every touchpoint.

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Success isn’t always going viral.

For many brands, going viral is not necessary or helpful. Take Zipcar, for instance: rather than focusing on mass reach, they aim to engage audiences in very specific areas, like London. For them, success is about conversion in the right locations, not about broad reach. Brands must remember that every objective is different. Viral content doesn’t always convert into meaningful engagement or sales. For many brands, a targeted approach will produce far better results than aiming for a fleeting viral moment.

However, don’t underestimate the power of FOMO (fear of missing out). Creating FOMO is one of L’Oréal’s top tips for content that converts. For example, a product going out of stock and coming back into stock often sparks real interest and drives quick sales. Similarly, trends that resonate with audiences, like L’Oréal’s viral skin cocktail trend, can foster excitement and a sense of belonging that compels action.

Short-form, interactive formats remain where consumers are most engaged and ready to act. 80% of all internet traffic is expected to come from short-form videos next year. But it’s not just about being quick; it’s about being engaging, with interactive content generating over 52% more engagement than static content.

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Build a strong testing framework and keep experimenting.

Zipcar’s approach to content experimentation highlights how important it is to continually test and refine content to discover what resonates best with audiences. Whether it’s behind-the-scenes videos, office-based Q&As, or location-specific shoots, they’ve found that certain themes—like friends using Zipcar to attend football matches—have performed significantly better than others, like content involving driving to rugby matches, for instance.

What works today may not work tomorrow, so flexibility is key. Iterative testing keeps a brand’s approach fresh, helping identify what really makes an impact.

Looking at “Turning Content into Commerce,” it’s clear that social platforms are now pivotal in the buyer journey. 74% of consumers use social media to make purchasing decisions and 79% of consumers say UGC highly impacts their purchasing decisions, yet only 13% said branded content is impactful. The data speaks for itself here. Consumers trust what feels authentic. And it is this authenticity that turns engagement into revenue.

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Don’t fall into the trap of thinking some brands aren’t right for some platforms.

A striking takeaway from the event was the importance of giving every platform a fair go. For instance, TikTok Shop has emerged as a powerful channel for high-conversion opportunities, even for luxury brands, while Snapchat has also delivered successful campaigns for luxe players.  

The advice here? Don’t write off any platform without first exploring its potential.  TikTok, Snapchat, and even emerging platforms have proven they’re more than just hype—they can drive incredible conversion when the content is crafted strategically.

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So, are you making the most of social commerce?

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The Panellists.

• Felix Reismann, Digital & Social Brand Manager, L'Oréal
• Laricea Ioana Roman-Haliday, Head of Marketing, Boohoo Group
• Jack Robinson, Growth Marketing Lead, Zipacar
• Alice Worley, Partnerships Lead, TikTok
• Aidan Rouse, Head of Mid-Market, UK & Nordics, Snapchat
• Joshua Morris, Social Influencer, Tech | Games | Products
• Sophie Clare White, Social Influencer, Fashion | Lifestyle
• Alex Stead, Social Influencer, Automotive | Travel | Lifestyle
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