One of the greatest gains from social media is its result in creating a (near) even playing field for anyone with good ideas executed well. The fashion industry is no exception to this, with small, boutique brands finding an audience through having a unique voice, disseminated through the all-ubiquitous platform of social media.
With this aim, there are many social media best practices that can help you leverage the potential of your product, bring new awareness to your brand, and ultimately convert followers into loyal customers.
This blog post will take a look at some of the best strategies and concepts to keep in mind when planning your approach to social media marketing.
Choosing the Right Outlet
One of the more difficult challenges posed by social media and the Internet (and technology in general) is the overabundance of information and choices. Sometimes referred to as the “the paradox of choice,” this phenomena can result in feeling overwhelmed, unsure of where to start.
Rather than embrace every available option, it’s better to focus your efforts on the channels that are likely to bring the greatest results. Social media platforms that are visually oriented, such as Instagram or Pinterest, are going to be a better fit for fashion brands over platforms such as Twitter.
Know Your Audience
Rather than just copy-and-paste the same content across all networks, it’s important to be aware of the differences in style and presentation typically employed on the different platforms.
Examples include using Instagram for more “street style” photography showcasing your line, sharing fashion and style tips via Pinterest, or utilizing Facebook for content aimed to be shared across your audience’s friend network.
Tell a narrative about your customer
The ideal and imagined customer for your brand should be clear and distinct. Whether real or aspired to, your brand should paint a visceral image of the lifestyle of your customer.
As a simple example, the typical customer of Nike and Kate Spade are likely vastly different people, and should be marketed to with these differences in mind. Who your customers are, what they do for work, what fun looks like to them, and their likely interests are all facets to take into consideration when telling a narrative that’s immediately recognizable to your target audience. This can take a bit of planning, brainstorming and research but it’s a crucial step in carving out your voice in a competitive and saturated market. Training in graphic design and traditional marketing strategy can provide useful skill sets for knowing how to best shape the presentation of your brand.
Nike has always excelled at brand storytelling. One of their best campaigns is Equality. It makes a strong statement about the company as a force for positive social change, offering something more to today’s athletes than just a pair of sneakers and branded workout gear.
This is an example of using brand storytelling to connect with the audience, inviting them to become a part of a collective movement by wearing Nike products, or at the very least, engaging on social media, such as sharing one of the brand’s always inspiring videos.Because the narrative is funny, most user will want to share this with their friends.
Social media is always a two-way communication. Rather than just viewing social media as a platform for publishing your content, it should be viewed as a conversation with your audience and potential customers. Listen to followers’ feedback, engage with them in the comments and make them feel like their voices are being heard.
One way to increase user engagement is by offering the occasional contest or giveaway to your audience. This will not only increase activity but also a way to award loyal followers. A word of caution, though, earlier this year Facebook began penalizing accounts employing “engagement-bait” to increase interaction. With that in mind, this strategy must be used with care, especially with regard to the platforms chosen to offer it on.
MATTER prints built a proud, loyal community connected by values. Instead of competing against fast fashion or haute couture, MATTER espouses a different set of values. To quote co-founder Renyung Ho:
Ultimately we want to change consumer culture and inspire the importance of provenance. We believe that where something is made, and why, matters.
With that focus in mind, MATTER integrates modern designs with traditional textile production made by artisans. The focus on making connections, both within the community and between customers and producers makes every piece a conversation starter and a piece of personal identity.
It’s ok to be personal sometimes
As important as “professionalism” is to the success of any company, being personable, friendly and ultimately yourself will go a long way in attracting loyal followers. Users are more likely to engage with brands they can relate to and do more than market their product. Occasionally sharing personal stories in an honest way can be effective in painting a picture of the real-life people behind your brand.
Nasty Gal has an ethos of self-empowerment and discovery, which is nicely weaved into all of its marketing campaigns.
As well as being the title of founder Sophia Amoruso’s self-penned book, the hashtag #girlboss is also the title of the Nasty Gal’s separate content hub.
It may go without saying, but both fashion and social media trends change rapidly, and it’s crucial to success to stay abreast of the latest tendencies in both areas. Whether you are just starting a new fashion line or need a second opinion on taking a new direction, consulting a digital marketing specialist can be of great help to establishing the best marketing strategy for your brand!