Marketing for Fashion Brands: Facebook and Instagram
Updated: May 13, 2019
If you are managing a fashion brand, you know that a lot of work goes into promoting your brand. Whether with current customers or potential targets, getting your image out there is often the way to snag those important deals.
And in this day and age, competition is fierce. So how can you effectively make your brand and image stand out? Through marketing. And one of the most effective modern forms of marketing nowadays are social media communities. Over the past decade, the fashion industry has been adopting new ways to connect with customers, deploying innovative technologies to build brand awareness and generate website traffic and sales leads. Many of these technologies have now reached maturity, and social media in particular has transformed how fashion businesses market their products.
Reach a wider audience
Facebook and Instagram started out as platforms for social interaction but nowadays, statistics give a clear indication that Facebook and Instagram are a substantial marketing avenue for fashion brands. Currently, Instagram has over 25 million registered companies with professional profiles, and over 2 million advertisers use the platform to increase their traffic and sales. Facebook, on the other hand, has 2.32 billion monthly active users as of December 2018, providing a broad audience for social media marketing of fashion brands.
Social media can be used to target different groups of potential customers and reach out a huge pool of opportunities to make that important connection. 64% of social shoppers turn to message boards or blogs for inspiration before making a fashion-related purchase decision. Just to give a few examples: Louis Vuitton has amassed a following of over 23 million people on Instagram, while Converse has over 36 million fans on Facebook. Facebook and Instagram allow fashion brands to essentially cut out the middleman and engage direct with potential customers. Social media marketing for fashion brands enables businesses to manage their brand image in a more targeted way.
Using social media to your advantage
First and foremost, you need to get the basics right: Begin by creating a compelling bio on your Instagram or Facebook page. This is where you introduce your fashion brand values, ideas and vision among other key elements that describe your brand's mission. Keep it concise and to the point to make your message powerful.
Once you've got the fundamentals down, you need to supply your audience with valuable content. Your photos and videos should be high quality and in line with your overall brand aesthetic. The algorithms of both platforms favour regular posting, so ensure you upload content at consistent intervals and analyse which publishing times work best for your business. Clear messaging and creativity are paramount for fashion brands aiming to foster brand awareness on Facebook and Instagram.
Here, injecting a bit of personality can be key; Victoria's Secret is popular on social media channels for exactly this reason. Instead of posting lifeless promotional content, Victoria's Secret makes use of their Angels' charm and influence to produce eye-catching content that helps get their promotions across to their audience:
Instagram, as social platform differs from Facebook in that it puts the full focus (and editing capabilities) of a post on a photo, rather than blocks of text or links. This way, you can show off your ideas to a huge audience in an extremely straight-forward approach, opening the door to lots of opportunities for your brand.
Thanks to the eye-catching layout of the site, brands can create a very engaging product display without giving the customer the feel that they are consuming advertisements. Along with the Instagram Stories functionality, for instance, fashion brands can rearrange photographs so that they either create a theme, look more organized and professional, tell the brand's story or all three.
The rise of the influencer
As social media booms and traditional media struggles, consumers have come to rely more and more on opinions of people they admire when it comes to purchase decisions. Influencer marketing, also known as partnering with people who have large followings on social media, has grown into a valuable marketing strategy.
Adidas recently partnered with the well-known model and TV actress Kendall Jenner. This allows the sports giant to tap into the supermodel's 89.2 million Instagram followers (compared to Adidas' 19.2 million). The partnership will enable Adidas to position its brand in front of Kendall's younger fashion following and grow its social reach.
Beyond this, Facebook and Instagram can help drive traffic to your website, offering solid opportunities to convert fans into buyers. Ensuring all your links are correct and up to date is crucial, and allows you to provide potential customers easy access to your online store.