Beginning a enterprise within the thick of the pandemic will not be the best highway to success, however Reels and different short-form video choices have helped propel direct-to-consumer magnificence model Youthforia to 4 occasions the income in 2022 than it took within the earlier yr.
“Not going out and seeing folks, I noticed make-up was a part of your routine,” Youthforia founder Fiona Chan advised Adweek. “I wished one thing that will be part of routine post-pandemic.”
Whereas Reels are the driving drive behind Youthforia’s progress, it additionally creates content material for TikTok and YouTube Shorts. The corporate is so younger that Chan identified, “I by no means truly skilled Fb previous to the iOS modifications.”
“Quick-form video was how we grew our enterprise, and Reels is our largest supply of progress,” Chan mentioned, including that the corporate has performed properly within the content material section of movies 15 seconds or shorter—“So a lot of our movies which have accomplished properly are like eight seconds”—and including that Youthforia will sometimes lengthen out to 30 seconds to include extra storytelling and behind-the-scenes content material.
Youthforia depends on Instagram DMs to interact with its group and be taught which merchandise to create, and it’s an energetic group, with Chan saying, “Folks following us after we had 100-something followers had been completely happy to see us undergo these wins and get into Ulta Magnificence.”
Ulta Magnificence shops started stocking Youthforia merchandise in October.
Quick-form video has even turn into a household affair for Chan, as one of many firm’s best-performing movies to this point featured her mother utilizing one among its merchandise.
“It was one of many largest surprises I’ve seen this yr,” she mentioned. “My mother texted me the video, and we edited it and put it on Instagram. It was form of an accident.”
