Social media

Fashion marketing for social media

The fashion industry is forever: people will always like to stand out and to express themselves through their clothes.

Fashion is visual. Is there anything more visual than social media nowadays? If you have a fashion brand or if you’re a fashion professional, it’s pretty much mandatory for you to be a part of these platforms. But how to use social media to your advantage? Today’s newsletter is about fashion marketing and everything a social media professional should know.

Fashion marketing for social media can be split into many “themes”, one of which is the fashion social media professional. But watch out not to fall into a trap. Since it’s considered a relatively new profession, working with social media doesn’t have well-defined regulations. In other words, many companies might take advantage of this fact and end up abusing the tasks assigned to the professional. Remember that you strive to be a good professional and to bring good results to the company, but to do that you shouldn’t go through a burnout due to an accumulation of tasks.

Is it possible to talk about fashion without mentioning digital influencers?

The job of the moment: influencers. A key player in the communication of any fashion brand, they can be celebrities or ordinary people who have a large reach on social media and a power of influence over the people who follow them. The consumer’s need for connection has made influencers essential tools in building trust, directly impacting the consumer’s buying behavior.

The power of branding

To think about fashion is to think about branding. Creating engaging content can both make potential customers aware of a brand’s offering and ensure that current customers remain loyal to the brand and continue to engage. Social media platforms are the perfect place for a fashion brand to position itself and show its personality, connecting with its target audience on a deeper level. Social media gives consumers the opportunity to get to know a brand better, and this creates a sensation of proximity, almost as if the consumer were close friends with the brand talking to them.

User-Generated Content

User-generated content (also called UGC) is content created by consumers themselves and reposted on the brand’s social media. A fashion reference that does this pretty well is Outdoor Voices on its Instagram and TikTok.

Normal people or content creators post on their personal profiles content for Outdoor Voices that will be reposted on the brand’s page, creating buzz throughout an entire community that loves fashion. UGC already gives you something to work with, as it increases consumer confidence and gets the sales wheels turning when visitors see brand reviews on product pages.

It’s important to be consistent when posting on the brand’s social media, choose a mix of these four content types when sharing fashion content to social media:

Promote: this content promotes your product with direct response content and strong CTAs, the end goal is to have someone purchase your clothing.
Educate: educational content teaches social media users about your product and shows them the “why” behind your brand.
Inspire: use your brand personality and mission to stir emotion, tell stories, and create a connection with your ideal customers.
Entertain: associate your brand with fun by creating content that entertains. Reel in your audience with creative content that doesn’t come with a hard sell.

When creating your content, keep in mind which platform you’ll be using. Don’t create content for Instagram and simply repost it on the brand’s other platforms. Each platform deserves its own specific content. When in doubt, this little rule can come in handy.