In an era where digital media is rapidly evolving, the launch and subsequent strategic pivot of Eliza, a fashion and beauty brand by DMG Media, exemplifies the shifting landscape of content consumption. Initially launched in 2022, Eliza aimed to cater to millennial women through relatable and accessible fashion and beauty content. However, the brand's co-founders, Joanna Bridger and Hannah Blake, recently made headlines when they announced the closure of its website to focus exclusively on social media channels.
The decision to retire the website came as a response to the overwhelming influence of social media on audience engagement. Bridger highlighted the challenges of driving traffic to the website, stating that nearly all of Eliza's audience attention stemmed from platforms like Instagram and TikTok, where they boast significant followings of 255,000 and 371,700 respectively. The brand initially attempted to build a comprehensive online presence, but found that advertisers were far more interested in social media outputs than in website content. Blake reflected, “When we launched and were out talking to advertisers... All they wanted to know was how we could create really effective social video.”
Yet this move has drawn criticism from traditional media experts who argue that relying solely on social media for audience engagement leaves brands vulnerable to the changing algorithms of these platforms. However, Blake countered this perspective, asserting that many creators have successfully leveraged these platforms to cultivate thriving communities and develop innovative products, viewing social media as a significant opportunity rather than a limitation.
The brand's content strategy is inherently tied to social engagement. Eliza leverages its social media reach to drive subscriptions to its newsletters, which act as a critical “authority layer” and help nurture a more engaged audience. The newsletters also serve as a vital tool for conversion, linking casual social media followers to something more substantial and potentially lucrative.
In terms of content creation, Eliza has established a strong presence with viral series such as “Guess Which Outfit is Most Expensive,” where creators showcase high street versus designer fashion. This format has proven extremely successful, attracting more than 200 million views. The series not only entertains but cleverly intertwines commercial branding with organic content, a strategy detailed in a recent report by Enders Analysis which suggests traditional website formats are becoming increasingly obsolete. The report indicates a significant development in user behaviour, noting a 40% drop in clickthrough rates attributed to more complex digital interactions shaped by AI and algorithmic changes.
Eliza’s rapid growth is indicative of a broader trend in media consumption where traditional websites struggle to compete with the immediacy and accessibility of social platforms. Chief executive of Enders Analysis, Douglas McCabe, articulated this sentiment at the PPA Festival, emphasising that the changing dynamics within the digital landscape necessitate a reimagining of how publishers engage with audiences. He boldly stated, “the website format is gradually becoming redundant,” highlighting the need for brands to adapt or risk being left behind.
As Eliza prepares to navigate its second year, the brand stands at the forefront of a digital transformation that blurs the lines between content creation and commercial enterprise, continually adapting to the changing tides of consumer behaviour and technological advancements. The focus on social media as a primary audience touchpoint may be seen as a gamble by traditionalists, yet in a world where attention spans are fleeting and engagement is paramount, this strategy could herald a new wave of digital media that prioritises community and direct interaction over traditional web traffic.
As brands like Eliza continue to explore and exploit these innovative platforms, the question remains: Is the traditional website truly becoming an island in a rapidly drying ocean, or can it find a new purpose in an evolving media landscape?
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Source: Noah Wire Services