Juggling Brand, Personality & Engagement
Image is everything in the fashion industry. The brands who skillfully craft interesting, personality-heavy content for their communities will see returns in the form of engagement. Photos are going to dominate your calendar, but it’s up to you to make sure they inspire an emotional connection to your fans.
Crafting Your Content
The “in-the-moment” and “seat-of-your-pants” approach to social media is no more. On-the-fly curating has been abandoned for well-thought strategies powered by insightful data. When it comes to content strategy, we recommend an audience-centric approach, based on audience insights, that leaves plenty of room to connect with your fans on their likes and interests (those beyond your brand). So how can you ensure your social communities are supplied with great content? Think about these themes we noticed with the most engaged fashion brands:
Visual Storytelling: The most engaged fans in fashion put great time and effort into crafting the story of their brand on social media. When a brand has a strong story, the most effectively way to tell that story online is through visuals.
A Balanced Approach: It’s far too easy for fashion companies to fall into a trap of only pushing products and sales. The most successful fashion companies in social have a well-balanced approach that covers sales and products, but also takes time to foster conversation with fans on what they love.
Strategic Use Of Sales / Promos: There is a time to create a perfect pitch for your fans and push them to purchase. It’s wise to expect a return on your investment in social media, and thus it’s even more wise to track that return with marketing automation. The best way to pull this off is to strategically plan your sales pushes around your fans lives and interests (summer, school, season changes), and pull them off with remarkable visual creativity.
Great Content Examples
Visual Storytelling: The human mind is wired to process information in the form of a story. Storytelling via visuals in social media has become the by far the most proven approach for engaging fans online. // Dior Fall Collection 2013 Film
Be Prepared To Be Beautiful: iPhone camera photos from your intern are not going to get the job done. If you want to compete with the big brands of fashion on social networks, you will need the resources for photography and design. // Michael Kors Facebook Photos
Relate Products To Fan Interests: You need to know more about your audience than you can learn from likes and clicks. Do they live for weekends at the beach? Are they lustful for the city life? Content that connects with these very particular interests from your fans are much more powerful than a plain product shot. // Victoria’s Secret
This post is an excerpt from our new report The World’s Top 50 Fashion Brands in Social Media. Get the full report here: