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Are you a fashion brand?
Are you on social media to explore new opportunities?
There are a number of benefits that a fashion brand can reap from social media. Some of them are:
Are you getting all of these from your social media efforts? If not, then this article will help you to give a new dimension to your marketing.
Let’s get started.
Choose the right networks: Know where your audiences are. If you are thinking that being on Facebook and Instagram is enough for your social media marketing, think again.
According to a Pew research, 85% of US teens are active on YouTube, followed by Instagram and Snapchat. However, when they were asked about the most often used app, Snapchat tops the list, followed by YouTube and Instagram.
As a fashion brand, your target demographics would be 18 to 35. The following comScore data shows that Facebook is still the most engaging platform for the age group of 18 to 34.
So, if you are in fashion, you cannot ignore these four networks: Facebook, YouTube, Instagram, and Snapchat.
Make the buying journey easy for your customers: Help your audience browse through your products by providing the link to your online store, whenever possible.
On Facebook, there are 3 ways to do it.
First, add the “Shop Now” CTA button to your page and link to it your website product page.
Secondly, install a free Facebook tab. There is a default option on Facebook to add a “Shop” tab to your page. If you cannot find it, go to Settings and click on “Templates and Tabs”. Add the “Shop” tab.
Once your Facebook shop is ready, you can either sell products directly on Facebook or get it redirected to your website.
Your Facebook Shop is ready.
Now start adding your products.
The third way to add products to Facebook is, again, installing a tab but this option offers a lot more customization for your store. Just like any e-commerce store, apps likes Shopify or WooCommerce can help you build your advanced Facebook store.
However, the third option comes with a heftier price tag than the previous options.
Similarly add your store’s or a product’s link to your Instagram bio, so the willing customers can find it easily. Remember, Instagram posts don’t allow clickable links.
Highlight the product: The most important part of social media marketing is graphics. And for fashion business, the product pictures are the most crucial factor. Make sure you have good quality pictures to market on social media. And they should play the protagonist in your social media graphics. Let's take a look at some of the Victoria's Secret's photos.
They keep the product at the focal point of the photos, so no other element distract the audience.
Let's see another example from H&M.
Let’s take a look at a post from Zara. When they launched their Dirty Dancing sweatshirts, they made it a point to align the product and the theme with clean and catchy graphics.
No matter what you do or how you do, make sure your products remain at the center of attraction.
Be active in replying user queries: As a fashion brand, you must be receiving a number of queries everyday. Do you reply to all of them? If you don’t, you should, because it may create a loyal customer out of a conversation.
According to Think With Google, 48% customers stated that they had chosen a brand considering their responsiveness on social media.
Let’s take a look at a well-reversed query management system by Estee Lauder.
Not only they respond to queries regularly, but they also provide customized solutions to their customers, because every query is unique and a happy customer is always rewarding.
Create user generated content: User generated content never goes wrong with fashion brands. Always ask your customers to share a photo or video wearing your product. It not only talks about your brand reach but also comes out as a live catalogue for your products.
Remember, it's not always possible that your customers will share their photos with you. Most of the time, they might share them on their personal profile without even tagging you. In such cases, a branded hashtag comes to your rescue. Look at a Converse example.
The idea is to find relevant content across the web, no matter where they are. So, they created a branded hashtag #foreverchuck to invite and collect user generated content. Moreover, they created one of their Story Highlights with these photos.
Create the necessity and then offer solution: Fashion is luxury and not a necessity. Of course, fashion buffs may not agree with me. But for any regular person, fashion items come after the basic needs of life. So, in order to sell your products, sometimes you need to create the necessity.
For example, Burberry often posts videos and photos where they show how their products can be of use to get a much-in-demand look.
Go live: Fashion brands often involve in different shows and events. Catch them live via Facebook Live or Instagram Live.
These Live videos can be saved and shared later.
Influencers and collaborators: No other industry can benefit more from influencers more than the fashion industry. If you haven’t collaborated with any influencers yet, it’s time to give it a serious thought.
An influencer can promote your products, give a tour to its details, help you sell them with exclusive promo codes on their channels, and the list goes on and on.
Let’s take a look at an example from an H&M influencer campaign.
In this campaign, Nyden, a brand under H&M Group, collaborated with Instagram influencers in order to crowdsource their new collection features. The idea was to understand what their audience wanted. So, the influencers asked their followers about their preferred garment features through Instagram Story polls.
Dynamic ads: When it comes to fashion, the best ad option for you is dynamic ads, because they ensure customized experience for your audience. Your audience will feel that you have created the ad exclusively for them. It not only increases brand recall, but also boosts sales.
For example, a person lands on your product page and views some of your products and then leaves. These dynamic ads can help them see the products they have viewed but haven’t purchased.
Dynamic ads also show the popular products of your brand and the products that your target customers or people with similar taste viewed or bought.
We hope this article will help you start an innovative social media marketing for your fashion brand.
The art is building the right growth campaign. The science is in the results.