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How to market your fashion brand on social media: a beginner’s guide

Yado Team – Social Media Marketing
14 December .  5 min read

If you are running a fashion business, you already know that differentiating your brand from the sea of competition is a daunting and expensive endeavour. So, how can you effectively (and cost-efficiently) market your brand to make it stand out? One of the most impactful fashion brand marketing in this day and age is through social media. Just take a look at the following statistics:

  • 82% of surveyed 18–34 year-old Western European fashion shoppers use Instagram to view and engage with fashion-related content
  • 38% of people agree that traditional online advertising is the most effective way to convince them to buy a product
  • 79% of 13-35 year-olds follow fashion influencers
  •  55% of users who follow  fashion influencers have purchased an item upon the influencer’s recommendation
  • 57% of consumers agree with the statement “it’s great if fashion influencers they follow make money through branded content.”

As you can see, fashion brand promotion on social media predominantly hinges on 2 elements: paid advertising and influencer marketing. Let’s take a look how you can utilize both of these methods to promote your fashion brand on social media.

 

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Ways to collaborate with influencers to promote your fashion brand on social media.

Gifting a product for coverage

Sending a free product in exchange for reviews and mentions is hands-down the most most common form of collaboration between a fashion influencer and a brand. Obviously, this does not necessarily guarantee coverage yet it’s a great low-cost way to introduce an influencer to your brand; if they like your products, there is a potential for a mutually beneficial relationship. The influencer gets to enjoy your products, while you get to grow your brand awareness and, ultimately, ROI (provided you choose the right influencer).

Hire influencers as your product models

Fashion brands need models to showcase their products to their audience, so why not hire an influencer to be your model? That way, you are not only getting professional product imagery to include into your calalogues and share on social, but also access to their massive audience. When hiring influencers as models, make sure to carefully study their audience to make sure they are a good fit in the context of you consumer demographics and interests.

Make influencers your brand ambassadors

This tends to be a contractual agreement which outlines the promotional activities the influencer will perform, the key performance indicators they need to reach as well as the payment terms and conditions. Getting influencers to work as your brand ambassadors is great not only because it gives brands access to their following, but also because influencer marketing is perceived as more authentic and genuine compared to regular paid advertising.

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Best Advertising Formats for Fashion Brands: Facebook and Instagram

Instagram carousel ads

Instagram’s carousel ads allow brands to showcase several product photos within a single ad. This is a godsend feature for fashion brands since you can showcase your product from different angles to compensate for the convenience of physically trying it on before purchasing. 

Story ads

Story ads are typically displayed in-between while the user is switching between stories of accounts they follow. If you have over 10000 followers, you can include a ‘swipe-up-feature’ which directs the user to your catalogue page where they can purchase the corresponding item. 

Sponsored ads 

Sponsored ads are displayed on the target audience’s home feed. Unlike with organic posts, however, you can include a link to your catalogue pages making it an excellent lead generation option for accounts with less than 10 000 followers who don’t yet have access to Instagram stories. 

Facebook

Video ads

Video ads are not just more engaging, the video ad format is also prioritized by Facebook algorithm. Therefore, video ads are more likely to appear on users’ home feeds.

Video ads on facebook are a holy grail of fashion brands and e-commerce stores since they make it possible to showcase a range of items (much like carousel ads) and show them in action (as opposed to static images). 

Facebook offers

Facebook offers are great for introductory discounts and end-of-season sales. What’s great about facebook offers for brands is that your customers can redeem them right on the platform by getting a unique code to be entered once the product is added to cart on your website. This method is great for ‘social proof’ as you can choose an option to show how many people have already claimed your offer.

Social media is a powerful marketing tool for fashion brand promotion. As an important brand-to-customer interaction point, it can skyrocket your brand awareness, cultivate brand loyalty and generate targeted leads. By implementing the tactics outlined in this post, you will slowly but surely achieve all three!

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