The most significant way in which Instagram has changed fashion marketing is by encouraging more users to visit the websites of different fashion brands to make their buying decision. However, if you want to make the most out of it you will need to make sure that you follow the easy things to get started. A few of these things are:
- Being as authentic and natural as possible while portraying real-life situations like that will enable your followers to relate to your brand.
- Using the demographics of your target audience in your photos that should be essentially bright, sharp and of good quality to make it most eye-catching
- Keeping your content and images as uncluttered as possible ensuring that it has a strong focal point
- Keeping it short, sweet and simple even though you are allowed to use up to 2,200 characters including emojis and up to 30 hashtags in a post
- Writing in a language or tone that is best understood by your target audience ensuring that the ad copy is attention-grabbing as well as easy to read
- Keeping in mind the “infinite scrolling” attitude of your users you must find out what is that specific thing that will make them stop and look at your ad and
- Creating a proper hashtag that is relevant for your business and product while keeping it catchy and short.
If these things seem not so simple to you then make sure that you take help from professional agencies such as Gramistaand others to ensure everything is in order and you get the results and traffic to your website as desired.
Changes brought in fashion marketing
Instagram has brought in a lot of change in the fashion industry and its marketing. The Council of Fashion Designers of America gave the 2015 Media Award to Instagram for specifically this reason. The impact of this photo-sharing app on the fashion industry is so influential that it has given both the fashion brands and fans alike the capability to consume and share contents like never before.
- The fashion brands can now easily provide their users with interesting peeks of the behind-the-scenes actions of their events and even about their works in progress.
- On the other hand, fans can now experience exclusive fashion events and product launches without actually having to attend such a show. They will receive in-depth info and look into life even of their favorite fashion designers.
However, the impact of Instagram is even beyond the designers and fans. It is even changing the working process of the fashion editors as well. According to a New York Times article produced in 2014, indicated the buzz on New York Fashion Week where several editors said that they reviewed and commented on a specific fashion brand or a product without even having to attend a fashion event live. They could do so by seeing the shows on Instagram now.
Curalate has been conducting several studies for the past few seasons and have collected a lot of data to analyze how users engage with Instagram posts during any fashion event. Their different report showed encouraging facts and figures such as:
- In February 2014, there were about 340,076 photos shared on Instagram during a New York Fashion Week
- This was over 193% increase as compared to the last show which speaks volumes about the increasing value of Instagram among the fashion fans.
Therefore, fashion marketers who are not paying attention to the power of Instagram are highly likely to miss out on more than just engagement of their users. Since Instagram photos are increasingly becoming the most common and useful gateways to the ecommerce sites, fashion brands not using this platform will lose the opportunity to drive more organic and qualified traffic to their websites and revenue for their businesses.
Merged online and offline fashion events
The most significant role that Instagram now plays in fashion shows is that it eliminates the difference between online and offline fashion events. Fashion designers now promote their shows and businesses using proper and relevant hashtags directly during their shows. This encourages the audiences to follow suit and share photos and get engage in different social media platforms. This has a lot of positive impacts such as:
- It is a good way to get more fans
- It is a good way to keep them engaged even more
- It helps you to cross promote your product and
- It serves as an excellent way to keep the reporters and bloggers informed about your event who cannot attend the show.
In short, it helps all to know how the show is turning out with the hashtag promoted offline as well as online well before the fashion event actually starts. You can even go a step further and collect a large number of images from your audience and ask for permission to repost them in ads, blogs, emails, and other social channels.
Created a better wave
Since Instagram is primarily an image-focused app, it is easy to create a wave by providing the audience with a better perspective that is beyond the products. This is possible due to the paradigm shift in the type of content that is posted. The images are the main focus here and it helps the brands to keep their fans engaged and interacting with the content beyond social.
The importance of image has also compelled the fashion enthusiasts to think twice before being photographed in the same outfit repeatedly. As a result, users are now looking for ways to look fresh and happening and the best way is to repurpose pieces so that it works well with different ensembles.
Therefore, make sure that you tailor your content according to the needs of your fans with these shots.
Last but not least, in this age of selfies, Instagram has turned everyone into an amateur photographer. There are lots of different types of photos to post on Instagram to gain more traffic. Just make sure it is relevant to your brand and product.