The world is getting more connected, and that means that fashion brands need to keep in touch with consumers on a variety of platforms.
While there are no exact figures on how many brands use social media, it’s believed that the vast majority of them do, especially brands that cater to the fashion-conscious and fashion-focused.
“There is a growing awareness among fashion brands to create a greater digital presence in the marketplace,” says BrandMavens CEO Dan Smith.
“This means engaging with their audiences on more platforms like Instagram, Twitter, Facebook, Snapchat and Pinterest.
The best of brands will take advantage of these opportunities.”
One of the biggest brands to embrace the platform is Jil Sander, whose clothing line is a huge part of its overall online presence.
“Jil Sanders clothing line has seen an increase in sales and brand awareness since the launch of the social media campaign,” the company said in a statement.
“We believe that it is critical for brands to take advantage, in the same way as brands take advantage on their own platforms.”
For brands that want to keep a more hands-on approach, they could also consider using social media for advertising.
“A brand with a strong social presence can drive more revenue by using the social network to promote products and services,” says Chris McKeown, Head of Brand Marketing at F&T.
“The most successful brands have a social presence that drives engagement, engagement and loyalty for their consumers.”
Social media has proven to be a huge asset for many brands that are trying to reach new audiences, especially when it comes to their own products.
“Instagram is an excellent tool for reaching consumers and growing brand awareness,” says Smith.
But the company also advises brands to make sure they’re not too dependent on Instagram for brand advertising.
The Instagram platform has grown massively over the past decade, which has made it a much more powerful platform for brands.
For example, the platform allows brands to post photos and videos of their products that can be shared with a wide range of users.
“You can post images and videos, and they can be seen by thousands of people on the same page, for free,” McKeow says.
“It’s like a photo sharing platform that has millions of users.”
Brands can also use social sharing to build up a following that will allow them to reach more people.
For the most part, though, brands are best served by following Instagram influencers, says Smith, adding that brands should only consider using them when the brand needs to get a little more exposure.
“When you start using Instagram influencer platforms like Twitter and Facebook, you’re just getting a few hundred followers,” he says.
If you’re an influencer that’s only looking to gain a few thousand followers on Instagram, you could probably get by on Instagram as a paid service.
But if you want to reach millions of people, it can be difficult to keep up.
“If you don’t have a dedicated Instagram account that you can use for paid Instagram marketing, you’ll probably have to spend more time and money to reach them,” Mckeow says, adding there’s a lot to consider when choosing the right influencer to use for a social media marketing campaign.
For brands with a more traditional online presence, a more personal approach can be more effective.
“Personalization is key when you’re going for more social media engagement,” says McKeee.
“With Instagram, it allows brands with more traditional social media channels to reach a much larger audience with just a few simple posts and photos.”
“When people are more connected online, brands can use that connection to engage with more consumers, increase brand awareness and build a more loyal following.”
If you have more questions about social media advertising, check out our infographic on how to reach influencers.