Social media can be such a fun place for fashion brands to grow and build a large follower base. Previously, we have looked at how TikTok, Twitter, and LinkedIn can affect a fashion brand’s growth, and today we talk about fashion brands and Instagram.
Instagram is an American photo and video sharing social networking service owned by Facebook. It was originally launched on iOS in October 2010 and in April 2012 for android. The app allows users to upload media that can be edited with filters and organized by hashtags and geographical tagging. It also allows users to like photos and follow other users to add their content to a feed.
On hearing the Instagram, the first thing that comes to mind is beautiful high-quality photos and videos with carefully curated feeds that can be shared with the world.
Instagram has experienced impressive growth since its launch in 2010 and now has over 500 million daily active users. The platform boasts over 25 million business accounts and over 200 million users visiting at least 1 business profile daily.
Fashion Brands And Instagram
Most fashion brands all over the world, both inside and outside of Nigeria, have an Instagram account they actively operate. Fashion brands that target Gen Z and millennials are the most likely to get customers on the platform, as most Instagram users fall into those age brackets.
The good thing about Instagram, however, is that a considerable number of people in other age brackets also have accounts on the platform.
With great features like Insta stories, hashtags, Instagram shops, and so on, fashion brands can use the platform for brand marketing and drive traffic to their sites. Another great thing about Instagram is that if fashion entrepreneurs know the mistakes to avoid on Instagram, how to curate their feed and encourage user-generated content for their fashion brands, they are sure to grow greatly on the platform.
Advantages of Using Instagram to Advertise Your Fashion Brand
1. Targeted Advertising
With Instagram, targeting the right audience for your brand advertising efforts is made easy. Some targeting features Instagram offers are location, demographics, interests, behaviour, and lookalike audiences.
All these features help you target your perfect buyer persona to increase the likelihood of making sales and getting new customers.
2. Engage With Customers
Instagram offers a great opportunity for fashion brands to communicate effectively and engage with their client. The time users spend on Instagram is astonishing for brands and retailers and provides a great network to engage and communicate with your brand.
The visual network Instagram provides is perfect for brands to engage with clients without bombarding them with sales copies, announcements and other messages. From their timelines, customers and potential customers who follow your business account are sure to like your posts if they appeal to them.
3. Boost Marketing WIth UGC
If you don’t already have solid user-generated content marketing strategies to increase sales, it’s time to jump on board. UGC is the most effective way to grow relevant traffic and sales.
Since customers are always sharing photos of themselves on the platform, you can use these photos, with their permission, as a form of advertising for your fashion brand. And, with customer’s reviews and testimonials on your business page, your fashion brand is sure to draw in more customers.
4. Understand Your Customer Base
No matter how experienced you are in the market, there is always room to learn more about your target market. Your target market is comprised of real people and so your marketing efforts must be fluid and flexible enough to accommodate them.
Instagram is a great tool to use in learning about the ever-changing likes and dislikes of your customer base and followers. You can see what kind of content they like best and are drawn to, and which they are not. You can find out so much about them just from watching them on Instagram.
This information will be focal in helping you create content for your Instagram account and your marketing strategy.
5. Make Money Directly
With the Instagram shoppable feature, you can make money directly from the platform. The feature allows businesses to add tags to the products in their photos with links that include a product description, price and the ability to “shop now,” which will lead the user to your online store.
With this new service, businesses can easily attract sales from the site and drive traffic to their online store.
Disadvantages of Using Instagram to Advertise Your Fashion Brand
1. Limitations to Your Content
You can’t explain further the products in your post on Instagram as the ideal length of captions on the platform is 138 to 150 characters. It is 125 characters for any kind of advertisement.
If you plan on using multiple hashtags, it is advisable to use only 5 to 10 hashtags. Using too many hashtags can easily be the reason for your account to be banned.
2. Does Not Support Clickable Links
In addition to the limit in the number of characters that can be used on Instagram, if you want your audience to click on a link that will lead them to a landing page outside Instagram then you might have issues. You cannot include links in your caption because customers will not be able to click on it.
So, instead of a link, you need to think of a creative way to invite them to visit your website. You can also have the option to leave your website link in your personal profile’s bio section to drive traffic to your online shop.