Ebay’s Approach to Content: Start With The Truth [VIDEO]

In April, a cadre of 200 publishers and advertising specialists gathered in New York’s Bowery Hotel for Contently’s Social Content Summit, which featured insights from nine professionals who have emboldened their brands through unique content and social media.

Contently co-founder Shane Snow sat down with each panelist to discuss the future of content marketing and social media. This is the third of a nine-video series sharing some of the day’s learnings.

This video features Jeannie Reeth, director of social at Ebay. Ebay increased its social engagement by 700% to double the industry average, and they did it through storytelling. Jeannie talks about how Ebay stopped using its social platforms as announcement boards and began telling stories instead.

Jeannie enacted a big change in the way Ebay uses its social spaces. She begins with content that is relevant to Ebay’s customers’ lives. Then she tells the story of how Ebay fits in, which creates exponentially higher engagement. The crux is to start with relevant and truthful content, not with a slogan.

“When you create something artificial,” says Jeannie, “it just won’t work.”