How Video Advertising Has Transformed The Ordinary Skin Care Brand: A New Era of Engagement

Bisnisprof.com - In recent years, skincare brands have been embracing digital marketing strategies more than ever. But one brand that’s taken the skincare world by storm in a unique way is The Ordinary. With its straightforward approach to skin care, The Ordinary has used video advertising to not just sell products, but to build an army of loyal customers.

But how exactly has video advertising impacted this brand's rise to fame? In this blog post, we will delve into the world of video marketing, explore how The Ordinary has mastered this form of advertising, and why it’s proven to be so effective for the brand’s success.

Why Video Advertising?

Video has quickly become one of the most engaging forms of content on the internet. Research shows that people are far more likely to engage with video content than with static images or text. When it comes to skincare, people want to see results, feel connected, and trust the products they’re buying.

Video allows brands to meet all these needs by offering dynamic, easily digestible content that showcases product benefits, real user experiences, and behind-the-scenes insights.

For The Ordinary, this medium has been especially impactful, helping them break through the noise in a saturated skincare market. But what makes their approach to video so effective? Let’s take a closer look.

The Ordinary's Approach to Video Advertising

The Ordinary’s approach to video advertising has been refreshingly different from the traditional skincare brands. While many companies lean heavily on influencer endorsements or glossy, high-production ads, The Ordinary has focused on authenticity and transparency—two traits that have resonated with their target audience.

Here’s how they’ve made video work for them:

Educational Content

The Ordinary doesn’t just focus on selling; they focus on educating their customers. Video ads often feature skincare experts or even the brand’s own scientists explaining how the products work and how to use them effectively.

This positions the brand as not just a product but a resource for skincare knowledge, which builds trust and authority. Educational content is also a great way to introduce potential customers to the science behind the products something that is particularly important for a brand known for its no-frills, ingredient-focused approach.

Real User Experiences

Another strategy The Ordinary uses is featuring real users in their video ads. These aren’t glossy, scripted commercials but genuine experiences from customers who share how the products have improved their skin.

This type of content appeals to viewers because it feels more relatable and authentic, creating a connection between the brand and its customers. When viewers see real results from real people, they’re more likely to trust the brand and make a purchase.

Short-Form Video Content

With the rise of platforms like TikTok, The Ordinary has also embraced short-form video content, which has proven to be a powerful tool in boosting brand visibility. Quick tutorials, tips, and product highlights in under a minute are easily shareable, which increases the potential for viral reach.

These types of videos keep the audience engaged and eager to see more, driving both brand awareness and conversions.

Behind-the-Scenes Footage

The Ordinary also uses behind-the-scenes footage to show their product development process. Whether it’s a glimpse into how a product is made or an inside look at the team behind the brand, these videos humanize the company.

Consumers feel like they’re in the know, and that builds a sense of loyalty. It’s also a great way to show off the brand’s commitment to transparency, which is an essential value for many skincare customers today.

The Impact of Video on Brand Awareness and Engagement

Video has helped The Ordinary skyrocket in terms of brand visibility and consumer engagement. According to studies, people retain up to 95% of a message when they watch it in a video, compared to just 10% when reading it in text. This means that The Ordinary’s video content is likely to stick with its audience far longer than traditional ads would.

Platforms like Instagram, TikTok, and YouTube have also played a significant role in boosting The Ordinary’s reach. Through organic video content, user-generated videos, and influencer partnerships, the brand has cultivated a massive, engaged online community. This viral effect is a crucial element of the brand’s success. In fact, The Ordinary’s TikTok page has amassed millions of followers, with video challenges and user reviews often driving sales through the roof.

The Ordinary’s Success with TikTok and Influencer Marketing

TikTok, with its short-form, highly engaging video format, has become one of the most powerful tools for skincare brands, and The Ordinary has taken full advantage of it. By working with micro-influencers and real users, The Ordinary has built a more personal and relatable connection with its audience.

Many TikTok users are passionate about skincare and love sharing their experiences, which makes them perfect brand advocates. The user-generated content, including skincare routines and product reviews, creates a ripple effect that leads to even more people discovering The Ordinary.

Influencers are now a core part of the video advertising strategy for The Ordinary. Unlike the traditional model of paying for celebrity endorsements, the brand often chooses influencers who genuinely love their products. These influencers create unfiltered content, such as tutorials and reviews, where they show the results of using The Ordinary products.

This authenticity creates a sense of trust with viewers, making them more likely to purchase based on an influencer’s genuine experience.

Video Advertising: The Ultimate Tool for Building Community

One of the standout features of The Ordinary’s video strategy is its focus on building community. Through interactive content, comments, and live Q&A sessions, The Ordinary fosters a sense of inclusivity and belonging. Customers feel heard, valued, and supported, which is crucial in the world of skincare—where personal experiences and product choices are deeply individual.

Videos that engage customers directly, like answering skincare questions or offering tips on how to use their products, make customers feel more connected to the brand. These interactive moments help build long-term loyalty, not just one-time buyers.

Challenges and Considerations

While video advertising has undeniably played a significant role in The Ordinary’s success, there are challenges to consider. First, video production, though often simple, can still require a lot of time and effort. Striking the right balance between authentic, raw content and polished, professional videos can be tricky. Moreover, social media platforms change their algorithms frequently, which can affect the organic reach of video content.

Additionally, competition in the skincare market is fierce, and standing out requires constant innovation. The Ordinary must continue to evolve its video content strategy to remain relevant and retain its loyal customer base.

Conclusion: A New Era of Video-Driven Success

The Ordinary’s use of video advertising has been a game-changer for the brand. By focusing on authenticity, education, and community-building, The Ordinary has turned video into an incredibly effective marketing tool. Its ability to break through the noise with relatable, informative content has made it one of the most talked-about skincare brands in the world.

As video continues to dominate the digital landscape, The Ordinary's success serves as a prime example of how skincare brands can leverage this medium to not only sell products but build lasting relationships with customers. By embracing the power of video, The Ordinary has set the ultimate standard for how skincare brands can innovate and connect with their audience in the age of digital media.