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YouTube, visual branding

Lights, camera, action! Key strategies every Youtube newbie needs to know

In 2021, more than 2.3 billion unique users go to YouTube‘s site each month, consuming more than 1 billion hours of video each day. Additionally, 90 percent of people say they discover new brands or products via YouTube. For businesses, this means YouTube is a prime advertising arena and a crucial platform to utilize for branding. 

In our visually driven digital age, video and images are what sells. Potential customers are drawn in by enticing and eye-catching visuals. With the widespread use of smartphones, online videos are easily available at the swipe of a finger.

Society is “moving towards images and video; this is how we want to digest information,” said Toronto coach Matthew Hunt of Small Business Online Coach.

Online videos can also be a more economical form of advertising, giving businesses a great alternative to expensive television commercials. “Web videos reduce the amount of capital that a business needs so that they can create their own commercials, infomercials and other such videos,” Garret Silva wrote in Web Video Mastery.

As a global platform, YouTube draws in audiences from over 100 countries and is available in 80 languages. Currently, 62% of businesses are already using YouTube to post video content. Video content is a great way to increase engagement and develop a relationship with your company’s target audience. Web videos grant companies the opportunity to form an emotional connection with their audience and further encourage brand loyalty as well. 

Entrepreneurs who wish to do more than just keep up with the competition should begin to incorporate online video as part of their marketing strategy. YouTube content can take a variety of forms, from short, information based videos, to advertisements, or longer lectures, web seminars, and series. 

3 Key strategies to get started on YouTube

  1. Have a niche.

“To achieve success on YouTube you must have a niche,” media entrepreneur Jamal Edwards wrote in the Telegraph. The young entrepreneur, who grew up in London and now heads SBTV, is multimillionaire.

Regardless of the product or service being sold, the content should target a specific segment of the online universe.

Latina in Business’s YouTube channel is an extension of our editorial platform. Our niche is minority women entrepreneurs and business owners. We post content such as webcast interviews with Latinx leaders, virtual workshops, and conversations with industry professionals on various topics surrounding business, diversity and inclusion, and entrepreneurship. 

 Instead of trying to reach all audiences, focus your content on one audience. By focusing on a niche, you can target its marketing, maximize brand awareness and achieve more success.

  1. Be memorable.

Entrepreneurs should create video content that is memorable and distinctive as compared with the millions of other clips uploaded daily. Consider that 400 hours of video content is uploaded to YouTube every minute, according to YouTube. With that volume being shared on the Internet, an entrepreneur must figure out how to best resonate with the online community.

Attractive thumbnails are another component that will draw viewers in and keep coming back. Be consistent with your visual brand so that viewers will be able to recognize your content from the rest.

You might be interested: 3 Latest video trends successful businesses use to engage their audiences

  1. Don’t bet the farm on one platform.

It is no secret that YouTube is the most popular name in the world of video platforms. But along with YouTube, other platforms carry video, including Instagram, TikTok, Twitter and Vimeo as well as Facebook.

Entrepreneurs should avoid shaping a video strategy focused solely on one platform. Failing to develop a plan involving other platforms puts the entrepreneur at risk if the primary platform fails or changes its business model to the entrepreneurs’ detriment. Consider utilizing other platforms to post varied video content.

Sites like Instagram and Twitter are great for posting shorter clips. Instagram also offers the option of livestreaming, which is great for longer content and engaging in the moment with your audience. Facebook is a good place to reach older audiences and share longer videos, such as reposting past livestreams or information based videos. Vimeo’s user-base is known for its more creative-driven content. Many students and filmmakers utilize this platform to share their short films and creative projects. If your brand is focused on producing creative and experimental visual content or you aim to reach these audiences, this might be a good platform to use. 

Finally, TikTok is the newest and most popular among young, Gen Z audiences. Teens use the platform to create short-form, entertaining content, similar to what Vine used to be before the app shut down. It may be harder to reach audiences on TikTok, but if your brand is young, fresh and targets this demographic, TikTok could be the perfect platform for your brand.

A picture is worth 1000 words when branding your business

We’ve all heard the phrase before: A picture is worth a thousand words. This couldn’t be more true in our current digital age where visual media has become a key component to how businesses advertise and communicate with clients. As any business owner knows, promoting your company is an integral part of ensuring an organization’s success in a commercial environment. Positive branding allows companies to not only expand, but also attract new clients. While there are a variety of ways to market and advertise a company, one key avenue is visual branding.

4 Interesting ways to promote your business through visual branding

Create a catchy and visually appealing logo or brand image

Many business owners forget that having an attractive logo is one of the first ways to catch a potential client’s eye. There are a variety of free resources online that can help you create a logo for your company, such as Canva. Canva offers a variety of tools and templates that will allow you to create your own personal logo. This is a great option for new, small businesses that may not have the funds to spend on a custom logo. However, if you’re not too artistic and do have the money to spend, enlisting a graphic designer will ensure that you have a one-of-a-kind logo designed that truly conveys your brand messaging.

Use visually-based social networks

Now more than ever, visual branding is a crucial component to a business’ social media presence. Perhaps in the past, social networks were driven more by written content, but in recent years visual media has become the center focus of most social media platforms. From Instagram to Facebook and Pinterest, images are now doing a lot of the talking for business promotion. As customers, we are drawn to eye-catching photos and while we’re told not to judge a book by it’s cover, it’s hard not to make judgement based on visuals.  The truth of the matter is, the better visuals you have as a company, the better you will look to potential customers.
Pinterest

You can easily use Canva to create no-hassle, eye-catching social media posts. Canvas templates are specifically designed to fit each platform’s proportions.

Utilizing visual branding for your business’ social networks is a great way to draw in new customers. On networks such as Pinterest and Instagram, you have the ability to not only share pictures that are informational sources for your company, but also promote and share other resources you may have, such as pictures of your staff, infographics, company events and the like.  And always keep in mind that your prospects and clients enjoy seeing what goes on behind that scenes at your business—it adds an extra layer of personality and uniqueness to your company and what you deliver!

Turn your client testimonials into images

Yes, clients will usually convey their feedback of your company verbally—not visually.  However, this doesn’t mean you can’t get creative!  Take a quote from a client and using basic tools in Photoshop, Canva, or another image-creating program and devise a simple background and use the quote.  Then brand the image with your logo.  You can then share this simple graphic on your social networks, place it on your website for added “testimonial flair”, or even include it in a brochure.
Enlist the help of stock photos

Stock photos are a great resource that every business can utilize. As a business you do not need to break the bank on professional, high quality photos for your business. May stock photo sites, such as iStockPhoto, allow you to purchase a subscription to access thousands of quality images to compliment blog posts or social media posts. Additionally, there are many free stock photo sites that also provide high-res images for use with attribution, such as Unsplash, Pexels, and Freepik.

By using a stock image you ensure that the file’s resolution will be perfect and you also avoid facing any issues for using a copyrighted image that you find via a Google search. Remember, there are image companies out there that have a staff that simply polices the Internet, looking for any abuse of their owned images.  If you happen to pull one of their images off the Internet and use it without permission and without purchasing the file, you can face stiff fines and even legal action for copyright infringement.
Aside from the benefits of avoiding legal issues, stock photos also allow you to create interesting visual landscapes. Many stock photos are taken by professional photographers who create interesting and creative layouts, such as in the image above. These creative images are eye-catching and exactly the sort of photo that would captivate a potential client scrolling through social media. Many stock photo licenses also allow you to remix and edit their content, meaning you can personalize a stock photo to better fit your company’s brand image.
In closing, always remember that consumers, in general, are visual creatures and they respond better to advertisements, online content, and other materials that have stunning, eye-catching images.  Get creative in how you communicate visually with your clients and prospects and you will be remembered!
This article was originally written by the Hispanic Chamber of E-Commerce’s Editorial Team and published in 2014. It has been updated for relevancy. 

hiscec_aboutsmallThe Hispanic Chamber of E-Commerce is a business to business membership-based business association focused on providing tools and solutions to members to increase their presence online. The Hispanic Chamber of E-Commerce offers Internet marketing services that help you to promote your products/services; to build business relationships and to collaborate with potential clients via an exclusive social network and it helps you to increase your sales using the e-commerce and marketing tools that are available for premium members.

instagram for small businesses, instagram,

How Instagram is helping Latina entrepreneurs survive the pandemic

The pandemic put most brands into turmoil, if not out of business. It’s a dire situation for all businesses, but the minority-owned businesses bear the brunt. This is especially true for Hispanic-owned businesses, which took a 42% nosedive in sales from February to March 2020 alone. A similar report even suggested that the impacts of the coronavirus would be twice as bad on black- and Hispanic-owned brands than for white-owned businesses.

Despite this outlook, many Latina entrepreneurs weathered the crisis by pivoting their operations. These Latinas turned to Instagram to reach consumers and connect with others in the community. Get to know these three Latina-owned businesses that beat the odds via Instagram.

Cafe Con Libros (Bookstore)

The bookstore closed up shop in early March of 2020 when the pandemic broke out. It was a tough decision for Latina owner Kalima DeSuze since the business relied heavily on their storefront— they sold coffee and pastries. But DeSuze knew that it was the best thing to do in the interest of her staff and customers’ safety.

41-year-old DeSuze took social media, SEO, and e-commerce courses to learn how to effectively use Instagram. Applying what she learned, the bookstore gained 15,000 followers on social media. DeSuze successfully tapped into online retail and created a platform to share books authored by women of color in the process.

 

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A post shared by Cafe con Libros (@cafeconlibros_bk)


Flower Bodega (Floral Design & Content Studio)

Florist and owner Aurea Sanabria Molaei was forced to rethink her business strategy after the pandemic hit. Her 2020 contracts started to fall through almost all at once. She came up with the idea of creating floral kits instead.

She would scramble to deliver all the kits to customers around New York. After completing deliveries, Sanabria Molaei would host a live floral arrangement class on Instagram, filmed from her studio. Other brands took notice and now ask Sanabria Molaei to do Instagram takeovers and live video sessions to teach floral design.

 

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A post shared by Flower Bodega (@flowerbodega)


Franca (Ceramics)

It was a massive blow to Jazmin de la Guardia and her business partner when their wholesale accounts shut down, crippling 95% of the business. This was when they decided to look to social media to drive sales up.

 

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A post shared by FRANCA (@franca_nyc)


The Franca staff poured their efforts into growing their Instagram account, and it proved to be a success. Online orders started to come in, and their products even caught Michelle Obama’s attention. She commissioned a line of mugs as part of her ‘Vote 4Ever Merch’ collection

You might be interested: 3 Marketing challenges Latina-owned businesses face

How you can maximize Instagram for your business

Maintain high-quality visuals

Aesthetics is crucial on Instagram. It’s a photo and video-sharing app, so there’s simply no room for shoddy shots.

Your photos and videos need to look professional if you want to be taken seriously— well-lit, in high-definition, and tasteful. Furthermore, make sure that your posts are cohesive. Choose a theme or color palette that best reflects your brand and stick with it.

Follow a schedule

More than pretty visuals, you need consistency to keep followers engaged on Instagram. This is why you need to plan out your content calendar in advance. In fact, you can even use a dedicated Instagram scheduler to ensure this calendar is followed down to the minute.

Some schedulers also deliver personalized insights that let you know when your followers are most engaged and suggest the best time for you to post. This is especially important given Instagram’s latest update to their algorithm, where new posts are noticed more. 

Take advantage of live videos

Take a cue from the Flower Bodega and the Fashion Designers of Latin America, start doing live videos. This gives you a unique opportunity to showcase your products as well as your brand personality in a more casual and intimate way.

Instagram allows you to broadcast live through the Stories format and even the IGTV format, which lets you upload longer-form videos, too.

COVID-19 put a strain on Latina entrepreneurs, but it’s also proven how their entrepreneurial skills and tenacity can tide them through even the most difficult times.

pacifier clips

Shop handcrafted, custom pacifier clips for your “Little Amour”

If you’re a mom, you know how babies can be with their pacifiers. They are completely attached to them–until suddenly the pacifier mysteriously disappears right when they want or need it most. Sometimes it can feel like a full time job just keeping track of every time your baby drops their pacifier. If you’re tired of chasing your baby’s pacifier, investing in pacifier clips will be a lifesaver. Pacifier clips can be added to any pacifier and clip on to your baby’s clothing, so when they inevitably spit it out, it won’t go flying off into the unknown. 

pacifier clips

“Little Amour” custom, handmade pacifier clips (Photo courtesy Christina Ochoa)

“Little Amour” is a Latina owned Instagram shop that specializes in making adorable, handcrafted and custom pacifier clips for your baby. 

“Little Amour” is born

Christina Ochoa. owner and founder of Little Amour (Photo courtesy Christina Ochoa)

“Little Amour” began as a hobby for 23 year old Christina Ochoa. Born and raised in California, Christina graduated from California State University Stanislaus with a Bachelor’s in Business Administration with a concentration in General Business. She began making her pacifier clips in her spare time as gifts for family and friends that were moms or soon-to-be moms. It was a simple, relaxing hobby and a great way to unwind and ease her mind after a long day. 

However, soon her friends and family started encouraging Christina to open her own shop to sell her handmade pacifier clips because they loved them so much. On June 26 of this year, Christina decided to finally give in and go for it! She created her Instagram business account that very day and “Little Amour” was born. 

“I decided to name my small Instagram shop “Little Amour” because I have always had a profound love for children and I like referring to them as my “little loves.” Therefore, I wanted my shop to have a Latin touch since it is Latina owned so that’s how “Amour” came upon,” says Christina. 

Growing a small business during COVID-19

Since July, Christina has been launching new pacifier clips daily. As a small online business launched during the COVID-19 pandemic, one of the biggest obstacles for Christina has been growing her following on Instagram and boosting her sales. 

“I have been patient though and I’m confident that my small business will grow and be successful,” she says. “I also know that this can be normal since I recently opened up my shop and that it takes a lot of time, hard-work, and dedication to keep a business running.” 

BPA-free and made with hewable silicone beads to soothe babies’ sore teething gums (Photo courtesy Christina Ochoa)

Christina is diligent and dedicated to growing her business and overcoming these challenges. You can find her on Instagram, posting daily or in Facebook groups dedicated to supporting local handmade small businesses. These efforts have helped her reach more people and grow her client base. 

You might be interested: 3 Marketing challenges Latina-owned businesses face

“Hecho con amour”: custom, handmade pacifier clips

“I like to live by the quote ‘Do what you love, and you’ll never work another day in your life’ because that’s exactly what I aspired to do and now I’m doing it,” says Christina. “Handmaking pacifier clips feels like a hobby and not a job because that’s what I love to do. I put my heart and soul into each clip making sure that it is made to perfection for customer satisfaction.” 

pacifier clips

Stylish and cute, each pacifier clip is fully customizable (Photo courtesy Christina Ochoa)

Each one of Christina’s handmade pacifier clips is “hecho con amor” and BPA Free and 100% safe for babies. The stylish and natural pacifier clips are made with chewable silicone beads to soothe babies’ sore teething gums.

pacifier clips

And of course, every one is “hecho con amor” (Photo courtesy Christina Ochoa)

 

“I am so eager to achieve success because making pacifier clips is something that I have grown to love and very passionate about. I also like seeing the creativity that each customer has when they request a custom clip,” Christina says.

“Little Amour” pacifier clips are baby approved! (Photo courtesy Christina Ochoa)

Most importantly, she loves receiving pictures of the babies wearing her pacifier clips.  “It brings me so much joy and that’s what motivates me to keep going,” she says.

Shop these adorable handmade pacifier clips at “Little Amour” on Instagram now and never lose your baby’s pacifier again!

How Touchland’s vegan cruelty-free hand sanitizer is making sanitzing cool and trendy

Hand sanitizer has become an everyday necessity around the world since the spread of Covid-19 began.

When most of us think of hand sanitizer we usually imagine a pump of goopy, harsh smelling stuff. It leaves our hands sticky, and then dries out our skin, all while engulfing us in a strong alcohol fragrance. How fun! (Not).

But Touchland is a brand that has set out to change all of this. Founded by Andrea Lisbona, Touchland is a beauty brand that has rev-invented the hand sanitizer experience by combining sleek, functional packaging with non-sticky, moisturizing, cruelty-free formulas and amazing scents.

Touchland’s Watermelon Power Mist (Photo credit courtesy of Touchland)

Re-inventing the hand sanitizer

Touchland Founder, Andrea Lisbona (Courtesy of Touchland)

It all started in 2014 in Barcelona, Spain. Inspired by innovators such as Steve Jobs and Emily Weiss, Andrea set out to revolutionize the commoditized industry of hand sanitizers.

At 24 years old, she began distributing hand sanitizer solutions for various brands to better understand the market. From this she learned the problems and opportunities in the industry so that she could ultimately improve everything from the inside.

“Hand sanitizers have played a key role in staying healthy and on the go for decades, but this industry hadn’t seen advancements in innovation for 20 years,” says Andrea. “I was perplexed that no one considered improving the hand sanitizer industry for so many years and that it was only thought to meet its main function. We wanted to disrupt that and create a solution to make people’s lives happier and healthier!”

So Andrea began asking questions. She wondered: What would happen if besides meeting its function, people could use a product that they would love and that would make them want to sanitize all the time?

She wanted to improve everything about how we use hand sanitizer in our lives, from the formula to the packaging. Andrea envisioned a product that could become part of everyone’s daily self-care routines, a luxurious, pleasant, moisturizing cruelty-free formula. It would be something people wanted to wear all the time. And it would look fun too.

The Power Mist hand sanitizer (Photo credit courtesy of Touchland)

She found the answer to her questions in what would become Touchland’s star product: The Power Mist.

The Power Mist changed the game. Instead of delivering hand sanitizer in goopy, harsh-smelling pumps, the Power Mist brings its unique, hydrating cruelty-free formula via little puffs of delicious-smelling spray. It quickly became a hit.

Soon after testing the initial product, Andrea knew she would need significant infrastructure in order to grow Touchland to the level she hoped for, so in 2017 she partnered with Zobele, a global manufacturer, and soon Touchland’s Power Mist arrived to the US market.

Making it happen

The voyage over was not all smooth sailing, however. Breaking into the US market with her revolutionary hand sanitizer  was still difficult as first and like with most business ventures, there were challenges and obstacles to face.

“We faced challenges in every single possible area, from supply chain to financing to finding the right team. Being an entrepreneur is living constantly on a roller-coaster, one moment you are celebrating and the next you are facing a situation that can make you shut down your business,” says Andrea. “You have to be able to deal with the madness of not being ever in a safe spot.”

The Power Mist brings comfort and style to the world of hand sanitizers. (Photo credit courtesy of Touchland)

To other aspiring female entrepreneurs, Andrea says it’s important to have a “super strong reason why” you’re pursuing your venture. She says it should be something SO powerful that it doesn’t let you sleep at night. That’s what Touchland was for her.

“It’s like Steve Jobs said: ‘I’m convinced that about half of what separates the successful entrepreneurs from the non-successful ones is pure perseverance…You’ve got to have an idea or a problem or a wrong that you want to right that you’re passionate about otherwise you’re not going to have the perseverance to stick it through.'”

You might be interested: How to become an influencer and advance your business

Once you have that idea, that driving passion, she says, “Go for it. Make it happen.”

And don’t measure your success only in the victories. “Being successful sometimes is the result of failing many times,” says Andrea. “Fortunately, there are a lot of people in business looking to uplift and help each other. It’s important to find your tribe. Find collaboration over competition,” she says, specifically for minority business owners and entrepreneurs. “It will take time, but it is worth it!

The hand sanitizer that has taken over social media

With its sleek, modern aesthetic people can’t stop posing with their Power Mist. (Photo credit courtesy of Touchland)

Andrea has faced all the obstacles and challenges of getting her vision off the ground, and it has all been worth it.

What started as merely an idea, a question, nearly a decade ago, has now become a reality. How could she innovate the hand sanitizer to be more than just its function? How could she make hand sanitizer something people would want to incorporate into their daily beauty and self-care routines? In the back of her mind, the Power Mist was always there, and now it’s here for us all to enjoy.

The Power Mist is instantly an eye-catcher. Reminiscent of Apple’s iPhone designs, the sleek Instagram-friendly spray packaging and colorful aesthetic makes it look modern and luxurious–and it is!

As Touchland describes: The Power Mist pulverizer spray system ensures that the fast-evaporating formula is evenly distributed across your hands to kill 99.99% of harmful, illness-causing germs, while the naturally hydrating ingredients keep your skin feeling soft and moisturized all day long. No stickiness, no dry hands, no gross vodka smell. Vegan and cruelty-free.

What’s not to love? This generation loves bold aesthetics and are passionate about social causes, so a fun, trendy-looking cruelty-free product is right up their alley.

It’s no wonder the brand has become increasingly popular online among Instagram influencers and Gen-z kids on TikTok.

This is due largely to Touchland’s successful social media and digital marketing strategies. One look at Touchland’s Instagram page and you see a colorful array of aesthetically pleasing images displaying the Power Mist.

Since its launch, Andrea and her team have focused much of their marketing on social media engagement with their target audience and this has helped them exceed 2 million dollars in sales.

Andrea Lisbona posing with the KUB and Power Mist. (Courtesy of Touchland)

Currently they are busy executing the next phase of their business: the launch of a B2B product for high-traffic locations, retail distribution, and more.

In addition to the Power Mist, Touchland also supplies businesses with a commercial B2B unit, the KUB Hand Sanitizer Dispenser.

The KUB marries the best in technology with Touchland’s award-winning cruelty-free formula.

Touchland also dedicates 5% of their profits through their Touchlives initiative to send their sanitizing hygiene solutions to developing countries where there’s water scarcity. And most recently they have donated their hand sanitizers to front-line workers during the Covid-19 pandemic.

 

Lavender Power Mist (Photo credit courtesy of Touchland)

Mint Power Mist (Photo credit courtesy of Touchland)

Watermelon Power Mist (Photo credit courtesy of Touchland)

Vanilla Cinnamon Power Mist (Photo credit courtesy of Touchland)