{"id":311,"date":"2024-03-20T18:56:45","date_gmt":"2024-03-20T16:56:45","guid":{"rendered":"https:\/\/vapamedia.fi\/?p=311"},"modified":"2025-04-29T20:49:31","modified_gmt":"2025-04-29T17:49:31","slug":"stretching-your-story-the-haircut-formula","status":"publish","type":"blog","link":"https:\/\/vapamedia.fi\/en\/blog\/stretching-your-story-the-haircut-formula\/","title":{"rendered":"Stretching Your Story: The Haircut Formula"},"content":{"rendered":"\n

Marketers are getting shy.<\/strong><\/p>\n\n\n\n

Sure, you\u2019re thinking, tell my ad blocker. Okay, I\u2019ll rephrase that. Content marketers are getting shy, especially when it comes to stretching their stories across owned channels.<\/p>\n\n\n\n

What do I mean by stretching? Well, we can spend days, weeks, even iterating around brand themes, key messages, and core topics, and then expect single pieces of content to communicate all of that to our audiences. Now it may be that that single piece of content can do it very well, but unfortunately, it was shared on a rainy afternoon in Q2, and now everyone has forgotten about it.<\/p>\n\n\n\n

Brands need these high-value content items (we think of them as big rocks), but you also need to be able to stretch the material of that story across channels so that you don\u2019t shoot your one shot and waste the investment you made. That\u2019s why I think marketers are becoming reserved, because I\u2019ve spoken with so many clients (looking at you B2B) who don\u2019t like to repeat, reshare, or repost in case their customers get bored or frustrated with hearing the same thing over and over.<\/p>\n\n\n\n

Just because we\u2019re using a pull marketing method doesn\u2019t mean that repetition isn\u2019t still of paramount importance. People forget! Planning out how to stretch your story doesn\u2019t take much extra time, but it could deliver a lot of extra reach and engagement.<\/p>\n\n\n\n

So, what does it look like in practice, and how do you know if the story or content piece you\u2019re working on is worth stretching? Ask yourself this:<\/p>\n\n\n\n

\u201dIs the message I want to share more significant than a haircut?\u201d<\/p>\n\n\n\n

It\u2019s at this point that you think I\u2019ve lost my mind, but stay with me; I promise this is going somewhere insightful. Story time\u2026<\/p>\n\n\n\n

Last week, I caught myself casually browsing through YouTube shorts. While I\u2019d prefer to mention TikTok here, I\u2019ll be candid and admit that I rely on YouTube shorts to gently drip-feed TikTok content to me, ensuring I don\u2019t either a) become instantly addicted or b) immediately feel overwhelmed by how old I feel.<\/p>\n\n\n\n

Anyway, I was scrolling away when I came across two influencers who I\u2019d briefly seen before, and it seemed like they were going on a trip to get a haircut. And that was pretty much it. The video consisted of them being excited on a plane with the caption being something around \u2018YOU\u2019RE TAKING A FLIGHT TO GET A HAIRCUT! WHAAAAT?\u2019 I watched it and moved on. A few minutes later, the same pair popped up, this time they\u2019re in the hairdresser\u2019s filming the transformation. Spoiler alert \u2013 one of them went from blonde to a redhead; she looked great. More scrolling later, and the smiley duo are back again and again and again. Hang on \u2013 are we still talking about the same haircut here?<\/p>\n\n\n\n

I did some investigating; let me break down the numbers for you.<\/p>\n\n\n\n

The two influencers in focus are Sarah and Lo Beeston. They each have a presence on Instagram, TikTok, and YouTube.<\/p>\n\n\n\n

\"\"\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n

Stats for Sarah\u2019s haircut content (the one who is now a redhead):<\/p>\n\n\n\n

2 x Insta posts<\/p>\n\n\n\n

5 x Insta Reels<\/p>\n\n\n\n

1 x YouTube Vlog<\/p>\n\n\n\n

4 x YouTube Shorts<\/p>\n\n\n\n

5 x TikToks<\/p>\n\n\n\n

Stats for Lo\u2019s haircut content (the one who is still blonde):<\/p>\n\n\n\n

6 x Insta Reels<\/p>\n\n\n\n

1 x YouTube Vlog<\/p>\n\n\n\n

4 x YouTube Shorts<\/p>\n\n\n\n

5 x TikToks<\/p>\n\n\n\n

That\u2019s a total of 33 pieces of content ABOUT A HAIRCUT. Ok, two haircuts, but still.<\/p>\n\n\n\n

Your best benchmark is not your competitor, but a content creator.<\/strong><\/p>\n\n\n\n

So back to my formula: \u201dIs the message I want to share more significant than a haircut?\u201d Because you know what, there are people building businesses, and successfully I might add, on documenting haircuts. And I\u2019m not criticizing the Beestons; clearly, this is content that literally millions of people want to see. I\u2019m using this as a challenge to you \u2013 the professional marketer \u2013 do you believe in your brand as much as they do in theirs?<\/p>\n\n\n\n

They can take an event, as seemingly trivial as a haircut, to plan, film, edit and post over 30 pieces of content across three different channels, on six different accounts, over five days. It\u2019s an excellent example of integrating channels & content, audience understanding, creativity, and downright hard work. And while I\u2019m sure that their message is not as meaningful as your brand or businesses, I bet they made it more interesting.<\/p>\n\n\n\n

Here\u2019s how they did it and how you can too:<\/strong><\/p>\n\n\n\n

    \n
  1. Get ready: \u2018I\u2019m making a big change\u2026\u2019<\/li>\n<\/ol>\n\n\n\n

    Before dropping your main content piece, hint at it or introduce the initial idea to build anticipation and get people expectant for more. This is something you can create in advance and spin several ways to engage different audiences.<\/p>\n\n\n\n

      \n
    1. Reveal and revel: \u2018I did it!\u2019<\/li>\n<\/ol>\n\n\n\n

      No matter how big or small you think the content you\u2019re dropping is, take pride in it and shine a light from different angles. One way of doing this is to consider how you\u2019d tell the same story through different formats. For example: \u2018How do we tell this in 10 seconds?\u2019 or \u2018What would this be like told through a discussion?\u2019 or \u2018What would top 5 takeaways look like?\u2019 Creating restrictions helps the creativity to flow!<\/p>\n\n\n\n

        \n
      1. React: Capturing loved ones\u2019 reactions<\/li>\n<\/ol>\n\n\n\n

        Reaction videos have become a social media staple, especially amongst influencers and creators. So why not steal the approach? Getting a colleague, customer, or someone from your audience to react to your content or share their thoughts not only extends the life of your topics but also invites others into dialogue about it.<\/p>\n\n\n\n

          \n
        1. Reflect: Sharing my own reflections<\/li>\n<\/ol>\n\n\n\n

          Naturally, for the Beestons, the final piece of content in this series was a slow-mo look to the camera. But for you \u2013 why not wrap up by sharing your own thoughts and takeaways? This works especially well for events but could also be applied to a press release. By taking what can sometimes be a more formulaic or dry communication and adding a personal touch \u2013 \u2018here\u2019s how this relates to customer X\u2019 or \u2018this is how I see this coming to life more concretely in my work\u2019 \u2013 can not only give it a visibility boost but also help give valuable context and relevance.<\/p>\n\n\n\n

          Easy! Those steps go: Get ready, Reveal, Revel, React, Reflect<\/p>\n\n\n\n

          So now you\u2019re thinking, but what if a haircut IS more interesting than what we have to say?<\/strong><\/p>\n\n\n\n

          I can assure you that it\u2019s not. At least not to the core audience your business wants to target. But if you are struggling to get some perspective and find interesting angles for your key messages, themes, events, or anything else content-related, then don\u2019t hesitate to reach out. That happens to be something we\u2019re particularly good at.<\/p>\n\n\n\n

          To discuss how you can stretch your story, become more strategic with your content, unlock your owned channels\u2019 potential, or any other content marketing issue you\u2019re wrestling with, please reach out for a consultation.<\/strong><\/p>\n\n\n\n

          And if you\u2019re wondering where to go for your next haircut, apparently, it\u2019s worth taking a flight to Arizona.<\/p>\n","protected":false},"excerpt":{"rendered":"

          Many content marketers are hesitant to maximise their stories across various channels and content types. But here\u2019s the catch: influencers do it effortlessly. Learn why repetition is key, and how a simple strategy tweak could boost your reach and engagement.<\/p>\n","protected":false},"author":3,"featured_media":313,"template":"","categories":[1],"tags":[32],"class_list":["post-311","blog","type-blog","status-publish","has-post-thumbnail","hentry","category-blogit","tag-strategic-marketing-guidance"],"acf":[],"yoast_head":"\nStretching Your Story: The Haircut Formula - Vapa Media<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/vapamedia.fi\/en\/blog\/stretching-your-story-the-haircut-formula\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Stretching Your Story: The Haircut Formula\" \/>\n<meta property=\"og:description\" content=\"Many content marketers are hesitant to maximise their stories across various channels and content types. 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