• KISSmetrics, Tuesday, November 26, 2013 1:56 PM

Creating "desirable" content means appealing to masses on an individual level. It requires brands to step away from being a "me-to player" and stand out in the crowd. Beauty brands do it well. Many use video to make the message "feeling"-based rather than product-based. They focus on making the viewer feel rather than think about the product features -- what does it feel like to use the product, rather than how will the features improve the experience. Read the article here.

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