Working out the best social media strategy for your fashion e-commerce business can be a minefield of conflicting information. With new social networks and apps being launched every few months and ever changing rules and policies of existing ones – not to mention learning the platform-specific lingo -, it’s easy to feel overwhelmed.
A great social presence is a huge asset to have in the world of fashion e-commerce, if not a necessity. While social marketing may seem like just another demand on your advertising budget; when implemented correctly businesses can see a massive return on investment. Salesforce reported earlier this year that 82% of their surveyed marketers now believe that social media is at the core of their business, with 72% reporting that social is generating ROI.
Research conducted by Nielsen and Facebook earlier in the year shows that customers are 53% more likely to buy from a business who they can communicate with on social media. Increasingly, consumers expect a personalised shopping experience.
Which Social Platform is Best for Fashion Ecommerce?
For many businesses, finding the right platform is a matter of trial and error: some choose to go wide by dipping their toes in to several of the largest networks and studying data over time. Others do the research before starting out.
Working with fashion has a huge advantage over other categories of e-commerce due to the scope and variety of products: Textures, colours, shapes, patterns; stylize imaging and videos and users won’t be able to stop themselves from liking and re-tweeting your content.
With this in mind, the obvious places to start out are the more visual platforms.
Top performing social networks for Fashion E-Commerce:
Instagram is hugely popular among millennials due to the app’s almost exclusively visual nature and streamlined design. A single image takes up the majority of screen space giving brands the opportunity to really wow their followers with products and advise on how to wear them in the real world.
Shopping on Instagram is about to get a whole lot easier too. The recent introduction of the long awaited clickable link will make it even easier for users to buy social. One tap and the customer will land on your product page. Finally!
The social media success of Tom’s footwear is proof that Instagram engagement can skyrocket sales. The brand spends next to nothing on advertising. Instead it focuses on social awareness campaigns to spread the word among its socially conscious audience. For example their annual #WithoutShoes campaign sees users sharing images of their bare feet, and in return Toms donates a pair to a child in need of shoes. May 2016 saw 27,435 users upload shoeless pics and tagging their images with the hashtag.
— Primedia Outdoor (@Prime_Outdoor) October 8, 2016
— Paul Rabil (@PaulRabil) July 5, 2016
It’s this type of customer engagement that has helped the brand rack up an impressive Instagram following of 818k.
With 1.71 billion monthly active users, no other social network comes close to Facebook in terms of potential reach. But with so much noise it’s hard to be heard on a user’s feed.
Like many businesses, t-shirt company Qwertee found that running contests is a simple but fun way to stay on the user’s Facebook feed. Qwertee do things a little differently though. They’ve been running competitions daily for years. Every 24 hours the brand releases a new, limited edition t-shirt design for customer to buy, and also announces a giveaway at the same time. This tactic generates hundreds of status likes a day and has grown their Facebook following to over 370k, as well as allowing for a fast turnover of new stock.
At the beginning of the year experts predicted 2016 would be the year of video marketing: They were right. Facebook rolled out their live streaming and 360 video features, Twitter introduced gif search, and Instagram launched Stories; all fun and easy ways of sharing video and animated content. Yet none have managed to take the lead from the big Daddy of video content, YouTube.
Creating YouTube content can be time consuming but the stats show it’s worth the effort. According to Adélie studios, social video marketing generates 1200% more social shares than text and images combined.
New York fashion house, Kate Spade has found YouTube success via story telling with their miniseries, Miss Behavior which sees celebrities such as Anna Kendrick adorned in the Kate Spade brand and starring in their own fictional New York adventures.
The series has resulted in over 16.5 million video views, not to mention the press coverage of the series. There’s even a shoppable Miss Adventures page on the Kate Spade website where viewers can go directly to buy key pieces from the show.
Whether you chose to go wide or hone in on one platform, now is the perfect time to start planning your brand’s 2017 social marketing strategy.
If you want to quickly and dramatically scale up your online fashion customer base and revenue, contact us to learn how.