As television, radio, and print networks starting increase the control over the contents that their users see, to the point that it can damage the image of the brands. Most companies are starting to look for other means to market and promote their products and brands.
That is where social media comes into play. In this article, we will discuss the tips on how to be successful in using social media as your brand’s marketing platform. Social media has become the primary conduit between consumers and products.
Even famous brands like Céline uses Instagram to promote their luxury products (they have now more than one million Instagram followers, hoping to have a quick look of the company’s latest knitwear and handbags). But despite the hype social media is gaining among younger generations, there is no guarantee that the products will be seen by the majority of the people using the internet.
Because social media become more saturated, companies, products, brands and even online modelling agencies like ModelingGrandRapids.com are starting to engage in an escalating fight to stand out from their competitors in the consumer’s social media feeds. The competition ranges from rivals to influencers and celebrities, not to mention targeting the user’s family and friends. The rules of using social media are also continually changing.
Social networking sites like Facebook, Twitter, and Instagram tweaks their algorithms that will determine what will be shown in their user’s feeds. Facebook began promoting relevant and meaningful interactions earlier this year. A change that most brands are still trying to analyze.
Snapchat introduced a change in their app’s design to distinguish the contents produced by their advertisers as well as ordinary users. Facebook founder and Chief Executive Officer Mark Zuckerberg spent two days in the nation’s capital to attend a hearing with lawmakers about the risks and dangers of giving third-party companies too much access to the members of social networking sites.
So, where does the fashion industry stand? Even in the midst of constant changes in the social media landscape, brands, experts, and consultants say that tried and tested social media marketing techniques are still beneficial.
One size doesn’t fit all
Within the fashion industry, Instagram remains the most used social media platforms and the “place to be” when it comes to marketing and promotions, accounting for almost half or 50% of brand and product posts according to a report by Exane BNP Paribas in 2017 (a 30% from two years ago).
Despite that, companies are still abandoning the effective social media strategies in favor of tailored, targeted marketing campaigns for a single platform. It means that producing visually rich images for Instagram at the same time, documenting spontaneous or spontaneous-looking moments with Snapchat or Instagram Stories, and hiring a fast-thinking Twitter team to handle the customer-service complaints.
Victoria Tsai, the founder of Tatcha, said that a lot of people read Facebook posts, her company has been posting beauty brands and products on Facebook and they linked it to their company website. Instagram is for images of products, which causes a lot of questions from the community.
Her company has two social media managers, but Victoria Tsai said the treats the platform Snapchat as her open inbox, where she can respond to her customer’s questions and stories personally. Famous brand Gucci produces a steady flow of marketing campaigns made for different social media platforms.
The bran’s project, #GucciGram, asked illustrators to create images that re-designed Gucci motifs on social networking sites like Instagram. In their Snapchat account, they have the #24HourAce project that invited some artists to take over the Snapchat account for 24 hours, shooting marketing videos inspired by their Ace sneaker.
Engaging your community requires engaging with your community
Most of the time, brands approach online marketing the same way as they approach prints, television, or radio advertising, with a goal of reaching out to as many people as possible to view their brand-related contents. But when it comes to social media, active engagement is more important than passive consumption.
The primary goal is to get your audience to interact with you. It is an opportunity to make a deeper relationship with your target market. You need to consider social media as a place where you educate and take care of your clients or consumers.
Most companies share the post to keep their clients updated, but the real action happens in the comment section of the post and through direct messages. Another company that relies heavily on social media is Fashion Nova. They have a small group of people whose job is to work with social media artists and consumers to provide cool direct brand experiences.
For example, if a customer tags the name of Fashion Nova in photos where they are seen wearing a new pair of Fashion Nova jeans, the brand will contact the customer directly using like, comment or reposts.
To see the statistics on how many brands uses social media artist to promote their products, click here.
Social media influencers are unavoidable
Indeed, a lot of brands have improved their interactions with social media artists. According to a survey conducted by Launchmetrics, a data analytics provider. At least 78% of the uses the services of influencers to market or promote their products or brand in 2017, up from 65% the previous year.
It is according to 600 fashion industry professionals that joined the survey, but the big question is not whether companies should work with social media artists, but how to work with them. The goal is to maintain the relationship with social media users, whether they are big or small, and to steer the conversation about your brand. If the company doesn’t have a good relationship with the influencers, then the company doesn’t have any voice or participation in the conversation, so companies will not have the ability to shape the conversation.
Today’s marketing world is run by people who have millions of followers on social media sites like Facebook, Twitter, YouTube, or Instagram. People spend at least 16 hours on their mobile phone surfing their social media accounts. If companies don’t take advantage of these artists, it will be a significant loss when it comes to sales and product marketing.