Snapchat, Instagram, Twitter, Facebook, TikTok… The list of social media platforms is endless.
And the world has fallen prey to them all. As of January 2020, there are 3.80 billion social media users worldwide. That’s a more than 9% increase since last year- amounting to 321 million new users. Moreover, on average, a person spends 3 hours per day on social networks and messaging.
So why are people drawn to social media platforms?
More interestingly, why are they so addicted to them? For many, it’s just a way to keep in touch and see what others are doing. But often, it extends beyond mere curiosity and FOMO.
Social media offers users the chance to engage and interact with other people and brands on a more relatable level.
Moreover, every person has multiple social media accounts, so communication is more interlinked. As users connect with like-minded individuals, it offers a sense of belonging to a community personally. And these are just a few of the aspects that the fashion industry thrives on.
After all, it’s a business
Fashion is all about feeling confident in your own comfort zone. And consumers who previously had trouble fitting into mainstream trends can effortlessly find online communities through social media.
But businesses know that in order to be profitable, they must be able to inspire, attract, engage, and retain customers. Moreover, marketers understand that consumers don’t like to be bombarded with ads, nor do they want to be forced into a purchase. In fact, it’s more about persuading them towards a transaction.
Just like any other trade, fashion brands have several options when it comes to promoting the business.
Social media’s contribution to the fashion industry
Social media has affected uncountable sectors, but its influence can be felt the greatest in fashion. That’s because this industry thrives on creating icons.
Social media is considered to be the perfect place for current trends and trendsetters to be created. Moreover, it’s become an easily accessible platform where anyone and everyone can consume and contribute to fashion.
Additionally, social media is making it easier for users to become recognizable fashion figures. Individuals are increasing their exposure and upping their game to get themselves discovered. However, it’s a two-way street.
Brands are also watching followers, which is making it easier to spot those who will carry the brand image effectively as well as attract others to the business. For many, it’s in an all-in-one marketing solution, encompassing aspects such as influencers to user recommendations.
How can fashion brands use social media to leverage the business?
Social media has a great deal of potential to spread the message about a brand through the power of persuasion.
In fact, it utilizes the collaboration of several elements, including the freedom to express personal style, the ability to inspire others through posts and pictures, regular channels of communication, being in contact with a large number of followers that are simultaneously present on multiple platforms, and much more.
So let’s take a closer look at how social media comes into play.
1. The #hashtag campaign
The power behind the hashtag in social media is undeniable. For marketers and consumers, it’s literally the easiest way to find out what’s currently trending. But specifically for the fashion industry, it’s a great way of knowing what people are wearing as well as all related topics to an image, brand, and style.
Moreover, brands can use a variety of hashtags to gain virtual popularity. For example, a leather jacket online store could use #leatherjacket, #leatherfashion, #onlinestore, #streetstyle, #outfitideas, or any number of combinations to stand out.
To enforce your marketing campaign, use as many relevant hashtags as possible. But please don’t overdo it! Moreover, you can even use tools to check the performance of your hashtags.
2. Post frequently
You’ve got to be active on whatever platform you choose. Fashion is a very evolving industry, and new trends are always emerging. Posting regularly keeps followers up to date but also keeps their interest in the brand alive. To keep viewers engaged, consider creating a regular posting schedule.
3. Post a variety of content
A variety of content can reel in more customers plus boost consumer interest. Customers who previously had no knowledge of a brand can discover it. Whether through images, memes, or videos, brands can aim at highlighting missions, initiatives, upcoming products, announce exclusive sales, offer behind-the-scenes looks, and much more.
4. Offer advice
Who doesn’t want to look good? Fashion brands know that consumers want to be done with social awkwardness. So there will always be a massive demand for lifestyle tips and fashion hacks. And fashion brands can offer advice on how to make things better, that too in a cost-effective way.
5. Use shoppable posts
Customers often want more information about products featured in a post. In fact, people find it easier to relate to pictures in terms of body image and lifestyle. Shoppable posts provide links to viewers on how to find the same product effortlessly. Shopping couldn’t be more fun.
6. Branch out
Competition in the online world is getting tougher. Brands are continuously in the search for ways to branch out and work in collaboration with other industries tangent to the business. It helps to tag other brands on different platforms as well.
Moreover, shoutouts can increase followers and provide additional advertising to your fashion brand. You can acquire more exposure simply through people scrolling through users.
7. Listen to your customers
A business is only good as long as there are customers. So give them the importance they deserve. Responding to queries and comments is an ideal way to increase customer engagement. In fact, raving reviews and positive recommendations can boost your brand’s visibility.
8. Link up to what’s current
Fashion is a global business consisting of red carpet events and catwalks. So no matter what product you are offering, give your customers a front-row seat to the highest levels of fashion all over the world.
9. Build a cohesive brand image
Businesses now have the opportunity to project their brand to a broad target audience. But for customers to immediately connect with a brand and remember it, they must create a cohesive visual and written image.
Therefore, fashion brands on social media platforms must go beyond marketing a product. They need to sell a vision of a fashionable lifestyle.
10. Bring influencers on board
Fashion and beauty brands are seeing rising rates of engagement by collaborating with popular celebrities like Kylie Jenner and ordinary people such as Chiara Ferragni, who have gained fashion stardom through social media platforms.
Moreover, brands are finding it relatively easy to endorse products on their Facebook pages, Instagram profiles, Snapchat stories, and Twitter tweets.
Bonus tip: People love brands that give freebies. So organize contests and giveaways to get on the consumers’ good side. ;)
What are the advantages of promoting a fashion brand on social media?
Social media is a powerful tool. Your fashion brand has a lot to gain from a robust social media presence. Here’s a quick rundown of the benefits:
- Engage with customers more entertainingly.
- Boosting brand awareness and recognition.
- Connect better with customers and develop stronger relationships.
- Create a better voice and image for your brand.
- Allow customers to link your fashion brand to their lifestyle choices.
- Facilitates efficient channels of communication with customers.
- It can be utilized as a tool to collect data, insights, and feedback from customers.
- Boost traffic and increase sales.
- Generate more leads and conversions
- Reaches a wider audience and stimulates the growth of the brand.
- With the aid of influencers, ad campaigns are more realistic.
The role of social media in the fashion industry has supported the growth of various brands over the years. But brands that can tap into the potential of social media and monitor the relevant metrics have the ability to remain competitive and financially successful. If you wish to leverage your fashion brand, you can develop strategies that focus on optimizing the marketing capabilities of social media platforms.
Ashley Rosa is a freelance writer and blogger. As writing is her passion that why she loves to write articles related to the latest trends in technology and sometimes on health-tech as well. She is crazy about chocolates. You can find her at twitter: @ashrosa2.