Topics
July 13, 2016
How Fashion Brands Should Use Instagram: 7 Tips Everyone Should Know
With more than 400 million monthly active users,[1] Instagram is certainly turning heads. The social media app that allows users to share pictures and videos has gained the attention of countless fashion and apparel brands hoping to reach a wider audience and connect with customers using the app. Instagram can give fashion brands, big or small, the ability to reach existing customers as well as potential customers with their brand message, new product and partnership announcements and promotions, offers and deals. When used correctly, Instagram can even facilitate business growth. Companies can choose to advertise organically, pay for advertising, or combine both strategies depending on their goals.
Fast Facts:
• The app is more popular among women.[2]
• In 2014, 53% of adults 18-29 used Instagram every day, which is up from 37% in 2013[2]
• User engagement data in April 2015 showed that 35% of users accessed the app several times a day.[3]
• As of 2014, 67 percent of luxury retail brands that were active on social media also had an Instagram profile.[1]
• The average number of brand posts on Instagram was 121 per quarter in 2014.[1]
Tip #1: Maintain your brand image
Any successful business needs an ‘image.’ Consumers should be able to look at an advertisement and know exactly what kind of brand it is. The brand’s vision for the future, its mission, its essence, its personality, and its value should be evident.[4] Take for example Australian active wear company Lorna Jane. The apparel brand’s Instagram account includes bright and spirited photos depicting the brand’s clothing and accessories.[5] Their image is clear: stay active, in style. The content is intended to draw in their target consumer, an active woman in her 20s and 30s.
It’s also important to be consistent with your messaging and tone, and to ensure that your unique brand personality and identity shine through. Everlane, an e-commerce retailer, is instantly identifiable by its signature black, white, and gray color scheme.[5] The brand pairs each photo with a quirky caption that shows consumers their unique image. With 241,000 followers and thousands of likes on its photos,[6] Everlane has proven just how powerful branding and consistency can be.
Tip #2: Get creative with content
With 98% of luxury fashion brands already on Instagram,[7] how can you make your brand stand out? Make your profile unique and relatable to consumers by engaging with the app in creative ways. Here are two examples of fashion brands that nailed it.
- Dior, a high-end fashion brand with millions of followers on Instagram, posts photos with some of the world’s most famous and influential celebrities.[8] Rihanna, Johnny Depp, and Jennifer Lawrence all appeared on the brand’s Instagram. Dior successfully connects with its followers by posting video interviews with fashion designers, like Raf Simons, and behind-the-scenes pictures.
- ASOS, a retail company based in Britain, chose not only to create an Instagram account for the brand, but also to create separate accounts for its stylists. These individual accounts are run by individual stylists and they function like fashion blogs to promote the company. Each account is distinct and based on the persona of the stylist, which allows ASOS to appeal to a wider audience. Since the stylists’ Instagram accounts each have a large following, ASOS posts photos from the stylists’ accounts on its main account in addition to photos of its clothing and accessories.
Alice Parfrement, deputy editor at Fashion Monitor, claims that Instagram has bridged the gap between designers and consumers.[9]
Tip #3: Post Frequently
The more often you post, the more engaged consumers will be. In 2015, Valentino posted more content per week than any other high-end fashion brand, with about 40 updates each week.[10] Valentino successfully receiving the most amount of engagements as well. Out of 6.3 million followers, Valentino saw approximately 60,000 engagements between October 2014 and October 2015.[10]
Tip #4: Use Hashtags
Hashtags are a crucial element on most social networking platforms. They essentially allow people to search for topics and ideas. By incorporating hashtags into your captions, you are granting anyone who searches for one of the hashtags you used to see your post.[11] This broadens the reach of each post beyond the existing audience. For example, if your brand specializes in producing wool sweaters, your hashtags may draw in customers searching for anything from #winter to #cozysweater, as long as you included that particular hashtag into your post. Use hashtags strategically by researching popular or trending hashtags that are related to your specific brand.
Tip #5: Form Partnerships Using the SFS (“share for share”) Tactic
The SFS tactic involves sharing and promoting another company’s content on your profile.[11] In return, that company will promote your company on their profile. Creating a partnership with other companies can help increase exposure, credibility, and awareness for your brand. The companies involved can promote each other’s accounts by reposting each other’s images and tagging them in those images.
Tip #6: Use Call-To-Actions
It is not enough to simply create a profile and post content. Viewers must know exactly who you are and where to go to make a purchase or learn more about your brand. Since you cannot place a clickable link in a caption, tell viewers to click on the link in your bio.[11] In addition to a company website link, be sure to provide a brief description of your company.
Tip #7: Invest in Paid Advertisements
Brands can choose from three formats if they want to advertise on Instagram: Photo Ads, Video Ads, and Carousel Ads.[12]
Photo and Video Ads resemble regular Instagram posts, but appear “natively” in users’ feeds regardless of whether the user follows the brand’s account. Carousel ads are similar to photo ads, but allow consumers to swipe to see additional images.
Benefits:
• Instagram ads are paired with a clickable “Learn More” option which bypasses the awkward ‘click the link in my bio’ step.
• Instagram paid advertisements make call-to-actions much smoother. Ads can influence users to visit a webpage and increase app installations.
• A greater command of consumer scope and frequency.
• An increase in publicity and brand awareness.
Instagram has become a necessity for businesses large and small. As it continues to grow in popularity, brands must use the app strategically to reach this wider audience. Use the tips and tricks listed above to gain followers and spread brand awareness.
References:
[1] http://www.statista.com/statistics/253577/number-of-monthly-active-instagram-users/
[2] http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2
[3] http://www.statista.com/statistics/308152/us-instagram-usage-frequency/
[5] http://blog.hubspot.com/marketing/instagram-best-brands#sm.0000q3dqat683ef7qof11wwij3obm
[6] https://www.instagram.com/everlane/
[7] http://www.statista.com/statistics/305292/worldwide-instagram-brand-adoption-rate-category/
[8] http://www.vogue.com/13296532/top-10-fashion-brands-on-instagram/
[11] http://www.inc.com/daniel-dipiazza/6-strategies-to-grow-your-business-using-instagram.html
Topics
