How to Use Social Media for your Fashion Brand
If you’re in the fashion industry, the impact of social media marketing is undeniable. Social media has changed the way consumers shop, and the way brands interact with them. In fact, it’s now considered a necessity for any business to have an online presence.
So, if you’re trying to bring people into your store or sell them something online, social media is the most effective way to do it. It’s also a great way to network with other designers and buyers who can help you get your clothes into stores or sell to another company as part of a licensing deal. The opportunities are practically endless!
Why? The number of social media users is skyrocketing, and will continue to do so with each passing year.
In January 2022, there were 3.96 billion worldwide social media users across all platforms—that’s more than half of Earth’s population!
According by the Statista Research Department, that number is expected to reach 4.12 billion in 2023, up to 4.27 billion and 4.31 billion in 2024 and 2025, respectively.
Additionally, people are six times more likely to purchase from a website that integrate pictures from their social media on their product pages. What does that mean for your company?
By using social media for marketing purposes, you can save yourself money and increase your brand’s exposure at the same time. Instead of paying for television commercials or a newspaper ad, you can use your own products to make people aware of your brand—and you might even get positive reviews from users who love what they see on your site!
It’s no secret that social media is big in fashion — big enough to make it essential if you want to be a successful brand. Whether you’re an existing brand looking to make use of social media as part of your current marketing strategy, or have just started and are looking for tips on how to advertise more effectively, then this blog is for you.
The days of the high-street brands being able to dominate the market and control what we wear are gone. Now, anyone with an idea can create a brand and sell it online to potentially millions of customers.
By using social media for marketing, fashion brands have a unique opportunity to reach out to their consumers and build a personal relationship with them. Let’s dive into some other reasons why fashion brands should be using social media:
Increase website traffic.
Having a presence on social media platforms not only helps you connect with potential customers but it also helps drive traffic to your website which increases conversions and sales.
To ensure you maximise your traffic, double-check that your website is linked in all you social media profiles. Additionally, redirect consumers straight to your website with ads and give them the option to sign-up to marketing emails, this will make all the difference!
Build brand awareness.
The fashion industry is a fast-paced and competitive one. With so many brands fighting for attention, it can be difficult to break through the noise and build your brand. Social media is a powerful tool that helps you establish yourself as a “top of mind” brand and build community.
You can do this by humanising your brand. Don’t be afraid to show off the personality behind your company by sharing behind-the-scenes photos. You can also give shout outs to fans, or share fun facts about your team members.
Engage with your target audience.
Social media allows you to interact with your customers on a daily basis in an informal way.
You have the capacity to build relationships with potential customers by providing them with valuable information or highlighting how your brand can help them solve their problems.
Do this by sharing interesting articles, videos and images that relate to fashion trends or specific items of clothing that your customers will appreciate seeing on their feeds.
Reach millions of people.
Social media allows companies to get their message in front of people who wouldn’t normally be able to find them, which is particularly important for small businesses that don’t have the budget for traditional advertising methods.
If youre trying to reach people in other countries or different age groups, social media can help you do that by giving your company exposure on an international level.
Also – be consistent, as you never know when you’ll go viral. That could the story that completely changes the game for you!
Improve customer service.
Social media has made it easy for consumers to give feedback on products and services. With just one click, they can share their thoughts with the world — and with your brand. Social media also allows you to respond immediately, so you can quickly address any issues that arise.
Gather customer data.
Social media can also help you gather data about your customers that you might not be able to get anywhere else. If you have the resources to hire data specialists, they can run reports that would give you insight into your customer base—you could find out where they’re from and how old they are, or how much money they spend every month on clothing. This kind of information is invaluable when it comes to marketing your products.
Social media platforms fashion brands should use
If you’re a clothing company or anyone else whose success depends on people being interested in what you’re doing, you need to be present on multiple social media platforms. The average person uses social networks for 147 minutes a day, distributed amongst seven social platforms, and fashion companies need to be where that audience is: on those networks.
However, with so many different social media platforms out there, it can be hard to know which ones are best for your brand. Here are six key social media platforms that fashion brands should use:
Facebook isn’t just for parents anymore — it’s now a powerhouse for marketers who want to reach people of all ages.
As of April 2022, Facebook had 2.93 billion monthly active users, which makes it the most used social media platform in the world.
With this number of users, you’re basically guaranteed a wide reach. Plus, Facebook allows you to target by age range and demographic location, so you can reach the people who are most likely to be interested in your products.
One of Facebook’s best advertising features for fashion brands is Instant Experience Ads, which are mobile-optimised and take over the user’s screen while displaying videos and photos, with the option to tag products and link to your website.
For example, take a look at this Pretty Little Thing ad from May 2022 – it’s eye-catching, engaging, includes video, text, and links!
TikTok is the new kid on the block, but it’s also the fastest-growing social media platform in world’s history, even surpassing Google as the no. 1 most popular domain.
It’s also where Gen Z goes to do their shopping: 39% of consumers aged 13-25 say that their buying decisions are directly influenced by the content they watch on TikTok.
What makes TikTok so great for fashion brands is that the platform’s users are already receptive to the types of videos that make a brand shine. Fashion brands can use the platform to show their stuff in an authentic and fun way.
Unlike other social media platforms where you may feel restricted in what you can post, TikTok gives brands a lot more freedom to show their personality, which is crucial for creating a successful content strategy.
Try live-streaming product launches or special events, or invite fans to submit their own photos or videos with a specific theme.
It’s also important to note that there are a variety of paid ways to promote your posts and videos if you’re looking to get them in front of more eyes.
The platform also makes old trends come back into style—like Crocs, which were once dorky but are now cool again.
This is due to how their social team has been able to identify what works for them on the platform, creating and participating on trends that are releavnt and “up with the times”.
For example, their new #LoveAsYouAre campaign released in May 2022, where they encourage users that are part of the LGBT+ community or allies to wear their pride by adding colourful Jibbitz charms to their crocs.
Image Source: Crocs website
Social media has changed the way we consume information, and that includes shopping.
If a picture is worth a thousand words, then Instagram has to be considered one of the most important sources of information around today.
Good news for business owners: 83% of Instagram users find new products on the platform. This means that if you use hashtags and put up pictures with captions about your product, chances are people will see it, like it and learn about it.
Image Source: Facebook
Many fashion brands are already using Instagram as an effective marketing tool. One great example is Everlane, whose feed is filled with eye-catching posts.
They are also popular for posting pictures of their customers and tagging them. This shows that they care about their buyers, making them feel more connected to the brand and encouraging them to keep purchasing from them.
Most importantly, in these posts, they take advantage of Instagram Shopping, which is a set of features that provides users with the opportunity to shop directly from their favourite brands’ feeds.
Image Source: Instagram
Pinterest is a huge force to be reckoned with when it comes to driving sales.
The statistics are impressive.
They announced Pinterest users’ online shopping carts are 30% larger, and they spend twice as much per month. On the same post, they also published that their users are 2.2 times more likely to admit that Pinterest is the most influential platform in their purchasing journey.
For example, Anthropologie has amounted 1.6 million followers and over 10 million monthly views on the platform by curating pinboards featuring outfit combinations for different occasions like mother’s day or a summer brunch.
This approach is especially beneficial for the company because it’s personalizing its content and encouraging an active relationship between consumers and the brand.
As a result, it’s been able to drive social traffic back to its site, which has led to increased conversion rates.
Image Source: Anthropologie’s Pinterest Page.
With a presence on Twitter, fashion brands can provide up-to-date information about sales, promotions, and upcoming events.
People love being updated on the latest trends. If you tweet about your latest products, then people will be more inclined to check them out and maybe even make a purchase.
Additionally, unlike other social media sites, Twitter provides a unique opportunity for its users to share their thoughts and feelings about any brand or product in an open forum.
For fashion brands, Twitter recommended that one of its best practices is to use the platform for promotions and contests. Since you are promoting your brand online anyway, why not add promotions while you do it?
Oh Polly does a brilliant job at driving engagement with this strategy – check an example out below!
Image Source: Oh Polly’s Twitter
Snapchat is a great social media platform for fashion brands to drive sales.
It’s a place where users share moments from their day, and brands can leverage this opportunity to create content that feels authentic and relatable.
A cool feature is Snapchat Geofilters (which are stickers you can place anywhere in your photo) that can be used by brands to increase awareness of their brand and create a sense of community among those who follow them.
They can also be used for promotions by giving out special codes that unlock certain elements in the Geofilters, such as fun rainbow effects or different font types.
British highstreet brand River Island had a fun campaign called “Snap & Share” which used Geofilters at every one of its 280 stores. They encouraged customers to take a Snap in return for the chance to win one of their prizes!
They created several designs and included popular phrases such as “but first, coffee” and “work hard, shop harder”.
These Geofilters are an effective way to increase visibility and exposure for businesses because people who aren’t even necessarily fans of the brand will still see their branding if they are in close proximity to the location.
You can use social media to increase brand awareness, drive traffic to your website, and generate customer loyalty. A good social media strategy will also help you build relationships with influencers in the industry.
By now, the importance of social media for fashion marketing is indisputable. Those who fail to realize this will fall behind in the game. It’s not a question of whether or not you should be using social media to market your business, it’s a question of how you should be using it.
Here are some of the best practices for using social media in your fashion marketing strategy:
Use SMART Objectives to guide your campaigns.
Social media marketing is all about achieving specific goals, whether they’re related to sales or brand awareness.
Make sure each campaign has a specific goal that can be measured and evaluated at the end of each campaign cycle. That way, you can adjust and improve as needed for future campaigns.
Start by setting SMART objectives: Specific, Measurable, Attainable, Relevant and Time-bound.
For example, if one of your objectives is “We will increase sales by 10% through our Facebook ads in the next six months.” it will help give you focus when creating content and measuring its impact on your business metrics over time.
Use Ad targeting wisely.
Social media advertising provides a great opportunity for marketers to get directly in front of their target audience and drive sales quickly.
To do this effectively, you need to use ad targeting wisely to optimise your campaigns.
If you’re running ads on Facebook or Instagram, make sure you’re using the right targeting options. Facebook lets you target people based on their location, age, interests and more, so use this information wisely to reach the right audience.
You should also be taking advantage of Meta’s lookalike audiences feature to find people that share similar characteristics to your customers.
Consistency is key to establishing your brand’s identity online.
If you want your customers to recognize your brand across different platforms, make sure that everything from product photos to social media posts stay consistent with your overall aesthetic and messaging.
This will help you build trust with customers over time and avoid confusion about who you are and what you do.
While it’s important to maintain your brand identity, don’t just post the same thing on every channel.
Each platform has its own personality — and its own users — so make sure you’re tailoring your posts for each one.
For example, you might post product information on Instagram or Pinterest, but you would share customer service updates on Facebook or Twitter.
Social media analytics give you insight into how well your campaign performed so that you can make improvements for future campaigns.
You can track which posts were most successful in terms of likes and shares, as well as engagement rate.
You should also look at how many people clicked through on links in your posts (especially if they were driving traffic back to your site), what time of day people responded most positively to your posts, which days were best for posting new content and where most people came from when visiting your page.
Engage with potential customers.
Fashion brands should use social media to engage with potential customers and educate them about the products they sell.
Find out what people are saying about your brand on social media; what they like and dislike; and what they want from you in the future.
Listen to their feedback and take note of any trends or themes that emerge from this research.
By using relevant hashtags and responding to comments, you can build awareness of your brand and drive traffic back to your website where you can convert those visitors into leads or sales.
Connect your shop.
Create Instagram and Facebook shops.
These e-commerce tools let you create an online storefront where people can buy products directly from their social media feeds. They’re easy to set up and they provide another revenue stream, which is always a good thing.
Collaborate with influencers.
Influencer marketing is one of the most effective ways to grow your audience.
While it’s not a new trend, it’s still one of the most effective ways to get your name out there on social media.
By collaborating with an influencer who has a large following in your niche, you can expand your reach and influence more people than you would on your own.
The key is finding someone whose style aligns with yours and then approaching them about working together on something like an Instagram story takeover or collaborating on an outfit post.
Content is king when it comes to social media marketing, and the best way to get people interested in what you have to say is by creating shareable content.
Whether it’s a video or an image, make sure that your posts are worthy of being shared with friends, family members, and across multiple platforms.
Establish a posting schedule.
A post schedule is important because it helps people know when they can expect new content from your brand, which makes them more likely to follow you on social media or visit your website again soon after seeing your posts.
This also ensures that every week you are consistently sharing content that’s relevant to your customers at different times of day, days of the week and seasons of the year — which makes it easier for people to keep up with what’s new from your brand.
You don’t have to post every day or even every week, but if you try posting too infrequently, consumers may forget about you altogether or become frustrated when they don’t see anything new for weeks at a time.
Consider hiring experts.
We know that all of this can be overwhelming. But don’t worry—we know how much work goes into running a brand, and we want to take some of that off your plate!
Let’s chat to get a better sense of what your fashion brand needs, and how we can help you achieve success through our social media services.
Fashion is all about image and style, but what makes it, is how you show it!
More than ever before there are platforms where you can present your brand to the world and attract new customers. The important thing is how to use them in a creative and targeted way to drive growth with your fashion brand.
Here are some of the organic social media strategies we reccomend for fashion brands:
– Encourage and repost user generated content (UCG)
Encourage customers to share pictures of themselves wearing your clothes and give them the opportunity to review your products.
If a customer has written an honest review, it’s good practice to repost it on your own social pages as well as thank them personally. You could also ask them if they would like you to feature their review on the website too!
If they have taken a picture wearing one of your items, post it on your Pinterest Board, Twitter Feed, TikTok video or Instagram Story with their permission and tag them in the post.
This allows consumers to feel like they’re being listened to by your company and encourages them to interact with you more often.
It also shows other potential customers that other people like the products that your company sells, which can encourage them to buy something themselves.
Hashtags are a great way to create a community around your brand and get people talking. You can use them as a way to track trends, engage with customers and even earn some free advertising.
You can create your own hashtags with your fashion brand’s name.
Use them when you post content, and encourage your followers to use them when they share your content. For example, Pretty Little Thing’s #everybodyinPLT with over 80k posts on Instagram.
They’re also one of the simplest ways to make your content more findable by people searching for specific styles or brands.
For example, if you’re promoting a new line of shoes, you could use hashtags like #sneakers or #leatherboots so people looking for those products will find your posts.
If you’re selling women’s clothing, use hashtags like #fashion, #style or #clothingline so that people searching for those terms can find your content.
– Join in on popular trends
Fashion brands can use the momentum of current trends to their advantage by joining in on them.
For this strategy, the honourable mention goes to TikTok! If you see a video that’s performing well or you come across a trending sound, don’t let it go past you.
Instead, get creative and find a way to adapt it to your fashion brand, it’s okay to be silly. On TikTok, it’s basically an “everything goes” approach that will work best.
You never know when you’ll go viral, so participate in as many trends as you can!
Fashion brands have a lot of competition, and they need to fight hard to stay relevant.
Creating valuable content for your audience and staying consistent are the two most important things, but paid strategies will definitely get you ahead of the race.
Here are our favourite paid social media strategies for fashion brands:
– Partner with influencers
Partnering with influencers means that you’ll work with people who have a large following and can promote your products in exchange for compensation (usually free products).
The most successful campaigns feature an authentic voice from the brand that feels genuine, rather than just a celebrity or popular blogger promoting your product without fully understanding what they’re selling.
The key here is finding someone who can help promote your brand on their own channels while also creating content around it. However, always make sure that their followers are relevant to your target demographic so that they’ll be interested in what you’re selling!
– Use retargeting tools for paid ads
Retargeting is one of the most powerful tools in your arsenal — if you know how to use it.
Simply put, retargeting is a powerful and effective way to convert non-purchasers into buyers.
It’s also an easy way for brands to reengage with customers who have already been on their site or app but haven’t yet made a purchase.
By using retargeting pixels in your ads, you can show people who’ve already visited your website a specific ad campaign that will most likely bring them back and convert them into customers.
If you’ve been running Facebook ads for a while but haven’t seen any results, retargeting may be just what you need to get those conversions going strong again.
– Conduct A/B testing on your campaigns
A/B testing is another way to measure the success of campaigns by testing different ads against each other and seeing which ones perform better.
This means changing variables like colour, size or typeface until one ad has significantly higher engagement rates than another; then using this information to make further adjustments before launching it into full swing across all channels.
In a world where we rely so heavily on social media to communicate, we can’t afford to neglect it.
Social media has become a staple in everyone’s lives, and it’s here to stay—as long as you are keeping up with the times and updating your strategies accordingly!
Your fashion brand needs to be where its customers are, and if they’re spending their time and money through social media, then you need to at least be there, too.
If you have the right tools and strategies for each platform, you can create an engaging community that will promote your brand both online and offline.
So, regardless of what your fashion brand is, and whether or not you are a fashion designer, entrepreneur, small-business owner, large business owner, and so forth, we hope you’ve gathered the necessary information on this blog to understand how social media can help your brand thrive in the most competitive of environments.
Remember to be true to yourself, bring something unique to the table, and be interesting.
Learn the best ways your fashion brand can thrive in the competitive space of social media. Learn what content works and how to propel growth on social media.