Archiving for the future

Archives have become increasingly important in the fashion world, and many companies are digging up their old wardrobes for different purposes. I selected a few different examples to show how archiving can be a great way for your social media marketing.

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Alexa Chung Digging Through The Archives for M&S

M&S came out with a new (or old) fashion line that was curated from their archives by Alexa Chung. I previously did an article on Alexa Chung’s work at Vogue, which really highlights why her talents would be particularly exceptional for this job. M&S did a ton of promotion for this special campaign, and created a lot of exceptional content. Looking at the page for this special campaign we see lots of visuals and small video clips tied into this vintage theme of the archives. Alexa also features in a //rhino.adjustyourset.tv/lightbox/embed.js

“>short video explaining a bit about her work that draws you in with her fun quirky personality. Using her for this collection was a brilliant idea, because not only were they able to apprehend someone who is very fashionable, but she has a huge fan base on Instagram and Twitter that all of this content was shared with as the project was coming together. As you scroll further down there are also a couple vintage clips of old M&S advertisements to really bring back the feel of the time when the clothes were created. Hats off to M&S for choosing a great influencer, and leveraging the past to push themselves into the future in this successful campaign.

 

A Private Tour With Carlo Rivetti

Stone Island is notorious for being an extremely unique technical fabric brand that does everything in house. Rivetti takes great pride in the fact that he can control the entire manufacturing process in his warehouse, and for the first time last year he opened the doors to his vast archives as well as some of his very special dying processes. Stone Island is known for its exquisite colors so the brand capitalized on creating some great content by allowing Highsnobeity to take a tour. Highsnobeity has a massive following in the menswear world and with collaborations between Stone Island and streetwear brand Supreme to debut soon this was a perfect way to get everyone hyped up about the coming release. The video really is an ode to all who love some of the technical aspects of fashion. Anyone trying to get a further look into this process can watch part 2 of this series here.

 

A.P.C. Journal

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Another great way to utilize the archives can be as simple as creating content for your company’s blog. The A.P.C. Journal is a blog headed by the company that publishes most of the companies owned content. The blog features many different posts from the current collection as well as excerpts on different pieces from the creative director, Jean Touitou. One of their weekly blog posts is From Our Vault and will display an item from their archives. This is a great way to draw lineage between what the brand is doing and what the brand has done showing how they have evolved overtime, but the essence and quality has remained the same. It seemingly gives your brand a bit more credibility to show you can reference pieces from different times, even if the collection was only two years ago.

Why Do We Like Archiving Again?

It is a great way to bring an influencer in to take a dig through and create some content around.

Show off a bit. Your brand is great and you take pride in it, so go ahead and show off some of your unique techniques and the process behind creating your products. It’s a great way to make fans and bring people in.

Blog about it. Even if your company hasn’t been around for countless years bringing back some of your old pieces can show your credibility, and earn you respect. It is also a great way to just pump out more content on a weekly basis to try and reach more people.

 

 

 

 

 

Influencers-The New Celebrities

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It seems like you guys are still a little hesitant about whether influencers or celebrities are a better tool to market your brand. So, we thought that we should use this post to analyze and clarify the reasons that an influencer would be the better deal for you! But before we get to the main point, it is important to note that over the past five years advertising and marketing  in general have transformed . The emergence of social media platforms and the popularity they have gained, initiated the new age of marketing we are in now. This advancement, however, has also provoked many little, but important, differences in marketing strategies.

The Transition of Marketing and The Emergence of Influencers  social-media-influencers-02

As we mentioned above marketing has changed; it has transitioned from interruption marketing to inbound marketing. In other words, instead of using your money to get Michael Jordan and Beyonce to promote your product you need to use your brains and the suitable people around you to do so. As we all know, the goal of interruption marketing is to “interrupt” you and grab your attention! The only way to do that than is by using the image of a celebrity. On the other hand, the goal of inbound marketing is to gain your trust with their content and expertise, and by using the influence of the “right” people. That being said, we can move on to the next step and analyze who are the right people for you!

So…Who Are The Right People? shutterstock_170194253

It’s true that social media influencers and celebrities share some common elements, yet one big difference. They both have large audiences but the difference lands within the reasons that these people follow them. Specifically, an influencer’s audience is there mainly because they trust him/her and want to know his/hers opinion on his/hers field of expertise. On the other hand, the audience of a celebrity follows them mostly because they admire their work on the field that made them famous. This leads us to the argument of trust. As we mentioned in one of our previous posts “How and Why to Use Influencers in Your Marketing Campaigns”, 85% of the consumers trust and buy according to what their friends and/or family members recommend to them. Social media influencers have some benefits that can “satisfy” the above statement. First of all, in contrast to celebrities who are distant and impersonal, influencers are considered to be regular people who are intimate and close to their audience. Furthermore, the fact that they are focused on one subject and they have developed noticeable expertise is a huge aspect that builds great trust between them and their audience. Last but not least, people tend to view the reports and promotes of influencers as authentic, targeted and unbiased whereas the ads with celebrities always are seen as “directed” and not original.

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To Conclude…I will ask you a question, for which, YOU have to give the answer. I hope that our posts  have been helpful and that we provided you with the appropriate information so you can answer this question with confidence and certainty. ” Would you trust an influencer, who is an expert in the field and you trust, to buy a skateboard for example OR a celebrity, who you love but you know that he/she has being paid to advertise that and is not necessarily familiar in that field?”

Feel free to forward us your thoughts!!

Images Sourced Within.

Why having only one social media platform presence is soooo last season

I suppose the title of this article should be something like “why NOT having every social media platform for your brand is so last season”, because in this day and age that is the reality. It’s rare to find brands, especially ones that are mostly centered around physical goods, like the fashion and beauty industry, that are not utilizing all available forms of social media that are available.

Psssst *spoiler alert* below

Social media in general can be an intimidating thing, especially for marketers that did not grow up with exposure to it since their birth, like many millennials have. In general, however, once you get the hang of how these platforms function, they are very user friendly. But keep in mind these three tips when you begin creating your social media accounts.

1. Know your brand:

– Understand your brand voice and what language, tone, persona, and purpose you are portraying

– Learn your products or services and their details and features

– Interpret your company’s mission and incorporate that throughout

2. Know your audience:

– Recognize what demographic your target market represents and make posts appropriate and catered towards them

3. Know your platform:

– Realize when the best time to post is

– Utilizing platform specific features

– Distinguish what posts belong on which platform

Time to break down the top five platforms

In the rest of this article we will break down some key components of the top five social media platforms, give you insight on what they can provide for you, and of course some examples to follow.

1. Facebook

– Everyone is on this platform, no matter what the age group or demographic

– Creates an easy targets for many markets through advertising

– Provides a platform for customer service and consumer engagement

Lush does a good job on Facebook in terms of providing insight about their products through valuable descriptions and pictures. They even attach hyperlinks out to their websites straight to the shopping cart. Posts like these administer a place for consumers to comment and interact with the items they are featuring, as well as comment questions or opinions they may have.

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2. Twitter

– Provides constant updates with news/sales/promotions

– Can allow brand voice to be heard

– Customer service, but unique in that consumers can @ you (aka directly speak to you)

Vogue Mag is able to have their brand voice shine through in collage pictures like the following on Twitter. It’s somewhat of a witty and creative tweet for a well respective and established magazine in the industry. They may not be able to post elsewhere on their social media presences visuals like this, however Twitter allows them to do so.

3. Instagram

– Photos are worth 1000 words

– High visual content videos/images/series of three images (new feature called Carousel Ads)

– Sponsored ads to reach audiences

– Creative platform/ brand expression

Kiko Milano is an Italian brand of cosmetics, make up and skin care products that has created a very visually appealing presence on their Instagram account. Many images like the one below, give the viewer a chance to see promotions and advertisements in such a light that has lots of information, but also is creative and memorable.

4. Pinterest

– Many Fashion and Beauty brands offer seasonal or event specific boards

– Feature many products in different lights

– How to’s and DYI with products and services

Antropologie uses their Pinterest account to create boards that are relevant to certain looks and lines that they currently have in stores and online. Their most current blog focuses around the Spring seasonal items and is more of an inspirational and “Lookbook” type idea other than a print or online catalog.

Source: Pinterest/antropologie
Source: Pinterest/antropologie.com

5. YouTube

– Tutorials and how to’s for products or services

– Place to post advertisements

– Increase SEO (search engine optimization) because its owned my Google

Neutogena uses their Youtube account to interact with their consumers and create a better brand awareness. In the following video, they have used a big influencer, actor Kerry Washington, to explain the launch of their new liquid makeup shades for all skin colors. These are ads that are most likely not aired on typical television networks but allow the company to take their advertising a step further with longer video announcements.

Wrap up

If you do not have much experience with social media then you are probably feeling like an overload of information was just thrown at you. However, even the most experienced social media marketers can hopefully learn something new in regards to the Fashion and Beauty Industry. All in all, social media platforms are suppose to be a way for brands to express themselves creatively aside from the traditional ways they used to in the past. It will certainly be interesting to see what the future holds in terms of the online world of advertising and the impact that will have on print media.

As always, feel free to comment or leave feedback below with your thoughts on “the big five” platforms!

How to Incorporate Videos into your Marketing Strategy

By Blaze Pullman

April 28, 2016

Right after logging into Facebook, it is almost certain that within a few minutes you will come across some sort of video. Whether it is an online advertisement, someone’s original content, or a live stream, video has seemed to take over social media on all platforms. 8.5 in every 10 online users can be reached through online video marketing, so if you are not starting to use video in your marketing strategy, now is a good time to start. Here are a few ways in which you can start using videos to market yourself and your brand.

 

 

Utilize Live Streaming

 

Live streaming, made popular by Facebook, has recently become the newest form of video sharing on social media. You are able to record video from your laptop/ smart phone in real time and share it with your entire network. Most businesses and brands have not fully utilized this new feature since it is still so new, but getting the feel for this new platform could really help your marketing efforts in the future. You may be able to incorporate this into future branding, for example holding live question and answer sessions, having live press releases, etc.

This form of social video is only available on platforms such as Facebook and Snapchat, but it is certain that other platforms, such as twitter and Instagram ,will be following this trend in the near future. For this reason, it would be beneficial to understand how live video works on social media now, so that you can be ahead of the game in the future!

 

 

Make them Short and Sweet

 

Most users in today’s society look for the quickest way to gather information, so most social media users are not going to watch a three to four minute video any longer. Now, content must be condensed to under one minute in order to catch and keep the viewer’s attention. Most social media platforms only allow for a certain time limit for their videos, so you need to keep in mind the message you want to get across in your short video, and determine how you are going to make those few seconds memorable for the viewer.
A good tip for creating condensed content into your videos is to remember the top three ways you should use video strategy to most effectively market your brand: Educate, Inspire, Reveal. You should focus on one of these things during your video planning in order to get the most out of the few seconds that you have for your video.

 

 

Promote Content / Products

 

Another way you can easily incorporate videos into your marketing strategy is to create videos that promote your brand’s product or service, or promote content that you previously created. One way to effectively do this is share a piece of information with viewers from the content you are promoting, or give a “teaser” for an upcoming article or product that you will be releasing soon. This way, people will become interested in the content that you already have created, and they will get excited about what is coming from you in the future.

 

Relevant Video Ads

 

Creating video ads and promoting your content through these advertisements is another clever way to incorporate video marketing into your strategy. However, you must make your advertisements relevant to the content you are advertising on. It is necessary that you know your target audience before create an ad, because even the greatest of ads will fail to hit their target if they are aimed at the wrong demographic. These video ads could be key to driving traffic to your content, so make them creative and make them relevant.

 

 

Now What?

 

As video marketing becomes more popular and more effective, it is extremely important that you constantly keep tabs on the market for videos, and you keep with the pace of its growth. Video marketing is just getting started; it is estimated that by 2019, video will account for 80% of all global internet traffic. So get your foot in the door with video marketing now because it will be worth it in the long run.

Content Measurement

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Why Measure?

Have you ever felt like your business isn’t getting anywhere on Instagram? You are producing high quality content, engaging with customers, and keeping up with the latest trends. However, you aren’t achieving the digital presence you’d like for your brand. In reality, there is much more to understand about Instagram than just that. No marketer can have a complete understanding of their presence, audience, and opportunity on the platform without measuring specific metrics.

Identify Goals:

Before you begin to measure your metrics, it’s important to identify your goals and objectives. What do you want to discover? You may want to find trends in you’re posting frequency or how a promotion increased brand awareness. Comments, followers, and likes can be more meaningful than just showcasing your popularity. These metrics can help determine your leads and conversion rate from Instagram. Content measurement uncovers if you’ve met your goals and objectives or not. Being a data driven brand can tremendously set you apart from competitors. Don’t just do things for the sake of doing them — make data driven actions when it comes to your Instagram account.

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What to Measure?

Lisa Kalner Williams, Content Marketing Director of Agorapulse, outlined important metrics to monitor. Here are 5 that relate to followers, likes, comments, URLs, and the timing of posts.

  1. Follower Growth Rate: The rate at which you attain followers can indicate if your Instagram strategy is working. By simply tracking the amount of followers your brand has on an Excel document and using a simple formula, you can identify interesting trends that tie your follower rate rise or fall to your Instagram activities.
  2. Engagement as Percentage of Total Followers: Calculate your brand’s engagement percentage by adding your average likes and comments for the month and dividing it by the number of followers your brand has. Compare the rates between months and find out what worked and didn’t work.
  3. Engagement per Post: Add the number of likes and comments you received over the last seven posts. Divide that number by seven to calculate your average engagement per post. Compare this average to the previous seven days and determine why it might be lower or higher.
  4. Clickthroughs on URLs: When it comes to Instagram, the URL you want to monitor is the one in your bio. Use a bit.ly link to not only shorten your link but to track how many users visited your site from Instagram.
  5. Best Day/Time to post: One metric that is often overlooked and should be examined is when you are posting. Per request from The Huffington Post, an app called, Later, that schedules and manages Instagram posts, performed an analysis on more than 60,000 posts to see what time of day is the best time. It turns out that on average, the best time to post is 2:00p.m. and 5:00p.m. EST if you really want to get your audience’s attention. The team also discovered that 9:00a.m and 6:00p.m. EST are the worst times to post. Wednesdays beat out the other days of the week as the best day to post. Keeping this is mind when you post is easy and doesn’t cost a thing! 

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Getting Started:

All of these measurements may sound like a lot of work! The good news is that once you get organized and begin to track your brand’s metrics on Instagram, it will become second nature. Come up with a system that works for you. Try inputing data and formulas into an Excel document manually, or check out some popular, free Instagram analytical tools. Or do a combination of both! Pete Schauer from SocialMediaToday.com, outlined 5 of the best, free analytical tools for Instagram:

  1. Iconosquare
  2. Simply measured
  3. Instafollow
  4. Union Metrics
  5. Crowd Fire

What did you discover about your Instagram activities through content measurement? Let us know below and don’t forget to follow us @hashtag4thegram!

THINK LIKE AN INFLUENCER

 

So you recognized that in order for your brand to become successful and well known, thus generating conversation, engagement and profit, you might need to work with a social influencer, now what?

Using social influencers can be a powerful way to market your brand to consumers, however, like any marketing strategy you walk a fine line between producing quality content and saturating the market with essentially social media garbage.

The first mistake that any brand (or influencer) can make is assuming that the relationship is strictly a one-way street. The influencer should choose the brand or product just as much as we as marketers try and choose a specific influencer that aligns with us.

According to TapInfluence, after a recent survey conducted among 5,000 content creators and social media influencers these are the top five concerns that influencers have when determining whether to partner with a brand.

  1. Poor Organization

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This one seems self explanatory however the truth remains behind any campaign that communication is key. It is not unlikely that brands will choose to work with multiple influencers at the same time marketing the same product. Marketers must have their strategies clearly outlined for each influencer, explaining exactly what is expected from both parties, when it is expected to happen and what platform will be used. Most influencers want to create successful post that increases both their interaction and interaction with the brand. It is up to both parties to ensure that the goals and objectives of each campaign and each post are outlined from the beginning to help ensure that success.

2. Product Fit 

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One of the top reasons that brands work with influencers to to get their new or existing products in the hands of new customers. As influence marketing is rapidly increasing, influencers find themselves over saturated withbrands wanting to work with them and must often make choices based on what they see best fits with their personal brand. If an influencer were to turn down your product, however, this isn’t time to turn your back on that relationship meaning more than likely there will be a better chance for you to work with that influencer on another product that better aligns further down the line.

Erika Sevigny from AllThingseBlog said is best stating, “Don’t pitch me if I’ve never written about anything even close to being in your product’s category.”

3. Compensation

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No one is going to do anything for free, period. Although social influencers have become a powerful part of the paid media economy, the gap between what brands can offer them and the amount they believe they are worth continues to widen. Social influencers can earn anywhere from $50 to thousands of dollars based on how many followers and the engagement they have. Brands can avoid the awkward “money talk” by researching what similar brands offered for their campaigns and financially modeling off them.

4. Amount of Work 

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The top reason for negative business between influencers and marketers is poorly planned programs. Influencers often feel as if what is expected of them is unfair meaning unclear deadlines, extra requests outside the contract and unresponsive brand representatives as reasons campaigns required more attention than expected. As mentioned above, keep organized and outline everything that you need done early and clearly.

5. Audience Feedback 

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Despite careful planning and organization behind a campaign, sometimes a campaign doesn’t quiet reach the audience and ultimately fails, leaving both the brand and the influencer in the wake of its dust. The best way for brands to avoid a failed campaign is to listen and know their influencer and what exactly their personal branded voice is.

Alexandra Azara from NoshOn. It speaks from an influencer perspective saying, “Let influencers promote your brand in the way that works best for them and their audience rather than trying to enforce specific statements (in a blog post, for example). I think sponsored content is most successful when it doesn’t come across as sounding sponsored.”

What does this all mean? 

At the end of the day a social media influencer is an individual whose career is their personal image. They do not have to partner with you as a brand so if you want to work with them, sometimes putting yourself in their shoes really is the best option.

3 SEO Podcasts for Your Listening Pleasure

In addition to using blogs to learn more about SEO, podcasts are full of useful information. Podcasts provide news, tips and pointers on different topics and can help make a commute or other downtime more productive. Listening to an SEO podcast could make your SEO more successful, without cutting into your already busy schedule. Here are three great SEO podcast recommendations from the Searchable to get you started.

 

SEO 101

SEO 101 is, as the intro goes, your introductory course on search engine optimization. This podcast eases listeners into the basics of Search Engine Optimization without a lot of the more technical jargon. With over 200 podcasts, SEO 101 has covered a lot of different topics and their backlog probably contains some sort of information on the question you have.

Their recent episode on how to improve local search results gives a good feel for the podcast’s style and feel. Ross Dunn and John Carcutt, the hosts  of the show, discuss Google’s method for determining quality content by taking information from all around the web, finding the best answer, and then breaking it down for listeners.

SEO Rockstars

If you feel you have graduated from 101, you can also check out their sister podcast SEO Rockstars. SEO Rockstars covers topics in a bit more detail and bring in a variety of experts to participate in the conversation. Although this podcast is a bit newer, their backlog still covers quite the variety of topics, including covering many topics more in-depth than SEO 101.

A recommended podcast to listen to, especially for small business owners, is the Small Business SEO value. Here, hosts  Chris Boggs and Frank Watson discuss the importance of owning websites and how to avoid “#SEO lies” in order to get the most value from your SEO efforts..

Edge of the Web

Both Edge of the Web’s podcast and the website in general are an absolute treasure trove of great SEO content. The podcast, a product of Indianapolis based Site Strategics, breaks down different SEO topics with interviews of industry professionals and an open, funny personality.

Site Strategies CEO Erin Sparks, leads a rotating cast of other Site Strategies employees and other experts in a discussion of SEO tactics and other digital content. In a recent podcast, they brought Barry Schwartz onto the show to talk about his experience as an expert in the search engine field.

If you don’t have time to listen to the whole episode, Edge of the Web will post highlights of the podcast on their YouTube page. Another major tool from the website is their Score Your Site tool where the people at Site Strategics will take a look at your website and give you feedback for free!

 

Podcasts can be a valuable tool not only for improving your SEO, but also for all aspects of your business. With over 60,000 podcasts out there, one is bound to help answer some of your questions.

For a quick glossary of terms you may hear on these podcasts, check out our Go-To Glossary for SEO. For current trends in SEO check out our Evaluation of 3 SEO Trends of 2016.

How the Fashion Industry Benefits From Instagram

If you’re a marketer on the fashion industry, you better be on Instagram. Instagram is redefining the fashion industry and is essential for all marketers to stay on top of it. Through this platform, a story about your brand can be told. As fashion relies on visuals, Instagram and fashion make a perfect fit. Instagram’s Head of Fashion Partnership, Eva Chen, explained, “It democratizes fashion. There’s a greater connection to the customer now. Instagram enables brands to build a voice and speak more specifically to their audiences. Designers are not just thinking about the people at the shows.”

 

FashionGPS has identified four lessons Instagram has taught the fashion community around the world. Also, how brands can obtain leverage by using the tools Instagram provides its users with to increase a brand’s presence and achieve community growth.

Here are some reasons why you should be using Instagram to promote your brand in the fashion industry.

  1. Brand Identity: Instagram is the ideal place for a brand to reveal personality through storytelling. Culture, lifestyle, and products are all depicted through a brand’s Instagram profile.

Example: Burberry’s Instagram has put all effort in depicting what their brand stands for and the lifestyle that is heavily associated with the brand.

 

  1.  Community Engagement: Through Instagram. Brands can achieve a high degree of community engagement among their customers.

Example: Urban Outfitters created a custom hashtag, #UOonyou, that consumers use to post pictures of them wearing Urban Outfitters’ products. This creates a community and engages the customers with the brand while at the same time the brand gets free advertising.

 

  1. Behind the Scenes: Social media has made it possible for users to have a sneak peek at a brand’s next launch of a line.

 

  1. Monetizing Social: Through Instagram Ads, you can increase the traffic into your account. Carousel ads on Instagram are the best way to advertise through visuals.

 

If you’re a fashion marketer looking for ways to increase your presence on social media, Instagram is the most essential platform for you. Follow these tips in order to achieve your goals and drive traffic into your profile.
What brands have been doing a great job at this? How has Instagram personally helped your brand to increase sales? Let us know what you think and follow us on IG @hashtag4thegram.

Understanding Facebook Insights

Now that you have a page that should be fully operational its time to understand how people are engaging with your page. To do this Facebook offers a tool called Insights which after gaining a minimum of thirty likes will give you metrics relating to your page. There are now eight sections covered by Facebook Insights:

  1. Overview
  2. Likes
  3. Reach
  4. Page Views
  5. Actions on Page
  6. Posts
  7. Video
  8. People

Let’s take a more in-depth look at each one to better understand what insights you can gain about your page.

Overview

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The overview section covers your page’s performance over the last week. This features four areas:

  • Page Views – total page views for your page over a certain period of time.
  • Page Likes – shows the total likes for your page and the new likes your page has gotten including the percentage increase or decrease in them over the last week.
  • Post Reach – which is the total number of people that saw your page and posts, this also includes percentages for the last week.
  • Videos – the total of video views you’ve received with at least three seconds watched.

There is also an area that evaluates your five most recent posts in terms of type, reach, engagement, and promoting.

Likes

The next section to cover is Likes, the information under likes features another three sections:

  • Page Likes – this is the total page likes your page gets everyday.
  • Net Likes – this number evaluates your new likes versus unlikes for a net number.
  • Where your Page Likes Happened – evaluates where your page likes happened

Reach

Next is the reach section with covers four main areas:

  • Post Reach – the amount of people that received your post in their feed. This can be examined individually through paid or organic reach.
  • Likes, comments, and shares – these are forms of engagement that your fans use on your page. This shows how much of this engagement is helping you reach even more people.
  • Hide, Report as Spam and Unlikes – this is the opposite of the above, these are forms of engagement that have a negative effect on your page’s ability to reach people.
  • Total Reach – this is how many people have received some form of activity from your page in their feed.

Page Views

The visits section elaborates on how people are visiting your page through two sections:

  • Page and Tab Visits – this keeps track of the number of people that view your page and page tabs.
  • External Referrers – here you can see the number of people that found your page from an external website and were directed to your page.

Actions on Page

This is the newest addition to Facebook insights and covers your calls to action through a Total Actions on Page measurement seen below. This allows you to see how your call to action buttons are performing.

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Posts

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The post section helps you evaluate how to make effective post. There are three areas that cover the posts section:

  • When Your Fans Are Online – this shows the time of day that people who like your page are on Facebook and therefore more likely to see your content during those times.
  • Posts Type – allows you to see the different levels of performance your posts experience. Different posts with have a different reach and engagement this helps you identify those.
  • Top Posts from Pages You Watch – here you can see pages that you’ve chosen to monitor and how their posts are performing. It should help give an idea of what the competition or other businesses that excel in your industry are doing on Facebook to help grow their business.

Video

In the video section you’ll find the data you need to analyze for how your videos are performing. There are three areas Facebook provides to help evaluate:

  • Video Views – this is the number of times that your video has been watched. For a video to be considered watched the viewer must have seen a minimum of three seconds of the video.
  • 30-Second Views – this builds on the Video Views by showing how many people continue to see your videos for at least thirty seconds. For videos that are less than thirty seconds long, Facebook will count people who watched 97% of it as a 30-Second View.
  • Top videos – this tells you which of the videos on your page get the most views. Views in this case are the same as Video Views and are counted if the user sees a minimum of three seconds of video.

People

The people section helps you understand the people you’re trying to reach and connect with on Facebook. Three areas cover this section:

  • Your Fans – this lets you see information about the people that like your page. Here you can evaluate how your doing with a particular gender, age group or location.
  • People Reached – here you can see how many people your page has reached the feeds of for the past twenty-eight days.
  • People Engaged – tells you he people have liked, commented, or shared posts over the last twenty-eight days.

Now that you know what Facebook Insights have to offer try to tailor the information that best suits your business needs. Facebook Insights provides you with a valuable look of not only what you’re doing right on social media but also what you’re doing wrong. Don’t be afraid to make mistakes but try to learn from them with the tools you have at your disposal.

The 4 best lookbooks of the year so far

Screen Shot 2016-04-26 at 4.20.16 PMAs we have previously emphasized, visual content is extremely important in the fashion industry. Lookbooks are a great way to display some of your best visual content while displaying your new fashion lines. This is also a great opportunity for a company to create owned content that can be shared across many different social media platforms. Depending on who is staring in the photo shoot, it is also a great opportunity to use social media influencers who will share your new hottest looks. Today we will look at 5 different lookbooks with exceptional visual content that will surely bring the viewer in.

A.P.C. and Simplicity

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The A.P.C. 2016 S/S collection is displayed in a very simple, yet elegant way, in the A.P.C. lookbook on their website. There are no wild props in the photos or expensive gimmicks, just the model and the clothes set against a complimenting plain background. The model evokes personality through the garments in different striking poses. The lookbook really reflects the nature of the classic minimalistic brand. It is very important for your lookbook to have this connection of identity with your brand so, when it is shared across multiple social media platforms, it still has its own unique identity that will instantly be linked back to your brand. This owned content is so essential to performing well on social media platforms.

Gucci Goes Back in Time

With visual content evolving in the fashion industry more and more, fashion houses are really beginning to increase the amount of different types of visual content they will offer. Gucci changed it up this S/S 2016 collection by promoting the collection with the above video first rather than a more traditional lookbook. This also a great way to create some owned content to be shared around the different social media platforms, and will it will be easier to draw in consumers, as they just have to click play to watch. For a more traditional lookbook, consumers have to be linked to the website where they normally will scroll through different images. The video has a very unique 70’s vibe and is a visual masterpiece. The different dancing models and vibrant colors draw in your eyes to feast on the beautiful content they have created.

Louis Vuitton in Transition

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Louis Vuitton seems to still be improving on how it wants to present its 2016 S/S collection. They have made some minor upgrades to this year’s website page for their collection. You can now directly share one of their outfit looks to Facebook or Pinterest. Their previous collection still does not have this feature on their website. It is a great illustration of how big fashion houses are transitioning during this time of social media marketing. All the looks that were photographed for this web page were directly from the runway. A video of the runway show was also posted at the top of the page before you get to see some of the individual looks. This video also has a feature where you can share it directly to social media platforms, but offers the opportunity to share it to Twitter and Youtube as well as Facebook and Pinterest. Louis Vuitton has really picked up on this need to make their owned content easily shareable to reach as many viewers as possible.

Kenzo’s Fan Page

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For Kenzo’s 2016 S/S collection they created A LOT of content for their viewers to explore the collection in depth. The web page begins with the individual looks from the runway and the pictures can be viewed in a couple of different orientations. The two creative directors then give a brief introduction to the collection. There is then a video of the entire runway show with some notes below the video to give even further insight into the collection. This amount of content is really nice to see as you can build a deeper connection with the consumer with all this content and turn them into a fan. You may be able to directly share the individual looks from Louis Vuitton, but there is no way the consumer feels as connected to that collection as they would to Kenzo after going through all their content. Kenzo then goes on to post their 11 minute

http://player.freecaster.com/embed/dj0xMDc2MTMxJmM9MTAwOTE4NA.js?width=640&height=360“>campaign video at the bottom, which is an abstract exploration of some of the feelings behind the collection.

4 Take Aways From This Visual Content

  • It is important that your lookbook is identifiable with your brand and incorporates the essence of your brand, like A.P.C. have done with their brand.
  • Do not be afraid to venture into different visual content mediums, like video, to use with or for your lookbook. Gucci created some very unique, shareable content to introduce their S/S 2016 collection.
  • Incorporate some new features in your lookbook to make it more easily shareable. Louis Vuitton is capitalizing on this and you should be too!
  • Create fans with your content. Spend sometime creating content around your collection to give your consumer more insight into the collection. The deeper the content created, the deeper the connection you can build with your consumer.