In this episode of Radical Content, Heather Brinckerhoff, QVC's Head of Brand Social Media, chats with Eric Gray. They delve into QVC's brand evolution, with a focus on targeting the 50+ female audience. The discussion covers leveraging hosts as influencers, the art of storytelling in social and digital platforms, QVC's approach to TikTok and short-form content, and the intricacies of managing content production and ensuring consistency. Heather also emphasizes the importance of planning and strategy in social media, explores the potential of Pinterest as a platform, notes the shifting aesthetic preferences on social media, and shares insights on how various companies have influenced her perspective on social media.
In this episode of Radical Content, Heather Brinckerhoff, QVC's Head of Brand Social Media, chats with Eric Gray. They delve into QVC's brand evolution, with a focus on targeting the 50+ female audience. The discussion covers leveraging hosts as influencers, the art of storytelling in social and digital platforms, QVC's approach to TikTok and short-form content, and the intricacies of managing content production and ensuring consistency. Heather also emphasizes the importance of planning and strategy in social media, explores the potential of Pinterest as a platform, notes the shifting aesthetic preferences on social media, and shares insights on how various companies have influenced her perspective on social media.
Show Notes
00:00 Introduction and Background
01:30 Brand Building and Evolution
07:05 Targeting the 50+ Female Audience
11:47 Pushing Boundaries and Challenging Stereotypes
15:36 Leveraging Hosts as Influencers
20:08 Integration of TV, Digital, and Social
24:04 Storytelling in Social and Digital
28:26 Approach to TikTok and Short-Form Content and Importance of Testing and Learning
34:52 Managing Content Production and Consistency and Importance of Planning and Strategy
40:10 Exploring Pinterest as a Platform
44:44 Shift in Aesthetic Preferences on Social Media
45:50 Influence of Different Companies on Social Media Thinking
Host: Eric Gray
Guest: Heather Brinckerhoff
Producer: Lauren Berlin
Editor: David C Schuett
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