My latest social media obsession is Dr. Pimple Popper and she's taught me a lot about content marketing.
Dr. Pimple Popper is actually Dr. Sandra Lee, a dermatologist from Southern California and she has racked up tens of millions of views and followers on social media by posting content about dermatology and skin procedures. As you can guess from her nickname, she has a special interest in popping zits, cysts and removing blackheads.
But make no mistake, behind Dr. Pimple Popper is business called Skin PS Brands that manages clinics and markets skin-related products.
Here's a quick video introduction by Dr. Lee:
Looking at what Dr. Pimple Popper does from a content marketing perspective, there is lots to learn that we can apply to our day to day marketing activities.
Here are what I think are the top 3 things we can learn about content marketing from Dr. Pimple Popper.
1. It's All About Video
10 years ago or more, Dr. Lee would have probably just launched a blog and uploaded some pictures of her patients.
Today, she's built her empire on gripping, short videos like this one on her Instagram account:
It's obvious: people love watching video online. Not convinced? Consider these statistics:
- 1/3 of all time online is spent watching videos.
- 92% of mobile video consumers share videos with friends.
2. Customize Your Content
What is also brilliant about Dr. Lee's content marketing strategy is that she understands the nuances of each social media platform and how her content should be customized.
Instagram is used for shorter videos (as is Snapchat) and longer form videos of those same procedures are posted on Youtube. If you are creating content for your business, you should be asking yourself "How can I customize this content for each channel?".
3. Don't Be Afraid To Aim For The Edges
Dr. Lee sees lots of different types of skin conditions but she showed a keen understanding of the fact that it's the extrordinary, weird and dare I say gross stuff that would truly capture the attention of her audience.
Instead of posting videos of the more mundane side of her practice, she decided to focus on zits, blackheads and cysts. By allowing herself permission to be edgy she's able to present something in our social media feeds totally stands out.
Don't be afraid to push limits and try something different. It sounds obvious but we are bombarded with all kinds of content so you have to be willing to do something out of the ordinary to get noticed. Combine this with a keen understanding of your audience and the platforms you are using to connect and you've got a winning combination.
Here is her most viewed video on Youtube has surpassed 20 million views. Can you guess why?
Is there an aspect of your business that could be as interesting as popping zits?