HOW TO CREATE AN EFFECTIVE INSTAGRAM MARKETING STRATEGY
How to Create an Effective Instagram Marketing Strategy – Tips for Fashion Brands
With more than one billion monthly active users of which half use the app daily, Instagram is unarguably among the most popular social media platforms. With a diverse and predominantly young and affluent population of users, it has also drawn the attention of all the world’s top brands, especially those dealing in fashion and lifestyle products and services. With its focus on images and videos, Instagram is particularly suited to meet the demands of the fashion industry for building brand awareness, connecting with the target audience, building a loyal community, and boosting engagement. However, with severe competition in every fashion niche, every fashion brand hoping to make a mark with Instagram needs to craft a robust Instagram marketing strategy. Some useful tips:
Collaborate with Fashion Influencers
Unarguably the toughest challenge for Instagram fashion marketers is to grow the number of their followers to increase their brand reach. While marketers can go about it by posting appealing content armed with the right hashtags for driving visibility. By using influencers, marketers can not only get immediate access to a large number of followers but also importantly, the leverage that the influencer has over the shaping of the perception of his followers. According to a Forbes report, 92% of consumers trust influencers more than traditional marketing. With that kind of influence, there are plenty of reasons for marketers to collaborate with influencers for distributing content to untapped target audiences, helping gain credibility, trust, and authority as well as drive sales. Working with influencers can give businesses the opportunity of exposing their brands quickly to a large number of potential customers and also gaining new followers.
Spark Customer Interest with Instagram Stories
With a shelf life of only 24 hours, it can be easy to assume that Instagram Stories will have a limited appeal with the target audience. On the contrary, it is because of the elusiveness of the content that Instagram Stories has become a big hit. It gives brands the opportunity of communicating with their audiences in a format that is far more casual and free-flowing compared to the typical photo pr video post on Instagram. Brands can use Stories to distribute content that is less polished and hence interpreted to be more authentic by customers. Also, since the content is only available briefly, it makes customers eager to view it before it disappears. Brands can use the Stories feature to share exclusive content, especially glimpses of what happens inside the business, the preparation required to conduct photoshoots, the upcoming launch of a product, etc. Content of this kind helps to establish the authenticity of the brand and promotes brand loyalty. To add momentum to your marketing in the initial days, it can be worthwhile to buy likes on Instagram from a digital marketing agency.
Use Instagram Profile Highlights
While Instagram Stories have a life of only 24 hours and maybe easily missed by your target audience, the Highlights feature allows brands to build collections that stay on your profile till you delete them. Using the Highlights feature allows you to offer the best of your Instagram content to your followers. They are also quite visible since they are placed immediately below your bio, which makes it easy for anyone looking at your profile to see them. Many of the world’s leading fashion houses have already started using the highlights feature with a few designers and bloggers also experimenting with sets of themed icons. You can make it easy for your customers to access the content in Highlights by adding categories.
Facilitate Instagram Shopping
For quite a few years, Instagram had been rather reticent about allowing its user any kind of e-commerce transactions; however, recently it has taken several steps in the right direction. Now, Instagram users can make their posts shoppable making it possible for the network to make the transition from a social media app to a shopping app. Visitors do not have to any more click on the sole URL permitted to be included in the user bio section to visit a conventional website with a shopping cart. They can now click on the Instagram post or Story to get immediate access to details of the product and the pricing from within the feed of the user. The shoppable posts are distinctive with the icon of a shopping bag on the lower, left-hand corner of the post. However, according to marketing experts, even though you can make all your posts shoppable, it does not pay to overuse this feature.
With over 95 million photos and videos being shared by users on Instagram every day, it can be a tough job for fashion brands to break through the clutter and build a connection with the target audience. However, since the many features of Instagram make it the perfect platform for fashion content, it is worthwhile for brands to invest time, effort, and money to build a community on Instagram.