Why Vinted have hit their tone of voice on the head

2 minutes read
In today's fast-paced digital landscape, setting yourself apart as a brand is more crucial than ever. One company that has flawlessly achieved this is Vinted, Europe's largest online customer-to-customer platform dedicated to secondhand fashion.

With a burgeoning community of over 75 million members, Vinted is clearly doing something right. And what’s one of the primary elements of their marketing magic? Tone of voice.

Relatable and Authentic

Inflation and the cost of living crisis have been the catalyst for a boom in secondhand fashion. But Vinted hasn’t just been in the right place at the right time. One of the secrets behind Vinted’s skyrocketing growth is its use of a relatable and authentic tone of voice. The company doesn’t speak like a faceless entity; it communicates like a friend. When you visit their site, you’re greeted with warm, casual language that makes you feel like part of a community – not just a user.

A Sense of Belonging

Vinted’s marketing doesn’t just focus on selling; it focuses on creating a sense of belonging. This is particularly impactful in an industry like secondhand fashion, where community and culture are important aspects of the business model. Vinted uses language that evokes empathy, trust, and shared values, turning simple transactions into meaningful exchanges.

Sustainability in Conversation

When it comes to hot topics like sustainability, Vinted doesn’t shy away from incorporating this into its tone of voice. They manage to weave this message seamlessly into their overall narrative. The tone isn’t preachy or overly academic; it’s approachable, making the audience more receptive to the brand’s core messages about sustainable living.

Inclusive Language

In today’s world, inclusivity is key. Vinted’s tone of voice includes everyone, irrespective of age, gender, or fashion sensibility. By being universally relatable, they’ve opened up a market that caters to a broad demographic, which widens their appeal and drives member growth.

How Small Businesses Can Emulate Vinted’s Strategy

Small businesses looking to set themselves apart can definitely learn from Vinted’s marketing strategy. Your tone of voice is not just a stylistic choice; it’s a strategic one that can engage your audience and propel your business. Here are some key takeaways:

  • Vinted prioritises relatability: Small businesses should focus on understanding their audience and communicating in a way that resonates with them instead of using jargon or complex language.
  • Vinted creates a sense of belonging: Your tone can turn customers into a community. Make your audience feel seen and valued, and they’ll reward you with loyalty.
  • Vinted talks about sustainability without preaching: If you have a unique selling proposition, like sustainability, integrate it naturally into your tone of voice without sounding like you’re lecturing.
  • Vinted is inclusive: Aim for a tone of voice that speaks to a broad demographic to widen your market reach.

By incorporating these elements into your tone of voice, you’re not just selling a product or service—you’re building a community and culture around your brand. And that’s where the true power of marketing lies.

Finding Your Content’s Pitch-Perfect Messaging

If you’re struggling with crafting pitch-perfect communications we’d love to help. From tone of voice guidelines to a strong content marketing strategy, we’ll help you send the right message to the right people in the right places.