Social media strategies during London Fashion week

London Fashion Week SS16 and AW16 was all about innovation. The major fashion houses created history by using social media platforms to showcase their new collections. With more than 2.5 million impressions  generated by the #LFW, London Fashion Week made its biggest ever social media impact for spring/summer 2016.Fashion giants such as Burberry and Topshop developed innovative social media strategies to increase brand awareness and consumer engagement.

Burberry

Burberry made history by being the first brand in the world to shoot and preview a collection on Snapchat. The fashion house gave a sneak peek of their Spring/Summer 2016 collection, 24 hours before the models walked the runway.This unprecedented event granted Burberry 60,000 interactions on Twitter during London Fashion Week SS16.

Burberry continued making history in London Fashion Week AW16 by being the first brand to use Snapchat’s discover option to launch a promotional campaign.The Mr. Burberry campaign claimed to deliver over 100 million impressions. Burberry digital revolution aims to target a younger demographic. The creation of new social media tactics have allowed Burberry to make history in the digital market like no other.

Topshop

Topshop social media strategy for London Fashion Week SS16 focused on teaming up with Pinterest to create “Pinterest Palettes”. This feature scanned users’ Pinterest boards and identified common colors most frequently “pinned”. Then, it matched hues to an online Topshop calendar where prospective costumers could buy from directly. For London Fashion Week AW16, Topshop delivered its collection live on its website. Also, the fashion house partnered up with photographer Nick Knight to provide a unique experience for Topshop’s followers by delivering real time content through Twitter. Topshop social media strategy relies on staying up to date with trends while delivering immediate and relevant content.

Madame Tussauds

Not only fashion houses took advantage of social media during London Fashion Week. The museum Madame Tussauds decided to promote their new wax statues of models Kendall Jenner and Cara Delevingne. With the use of proper hashatags and good timing, Madame Tussauds Instagram page saw an increase on social media engagement. The page reached a wider audience by linking trending personalities to their products.

Takeaways

Social media is changing the horzions of the fashion industry. Maybe your brand does not have an unlimited marketing budget to advertise its products. But thinking outside the box and delivering new social media strategist can help your brand stand out in a pool of competitors. After reviewing the success stories of Burberry, Topshop and Madame Tussauds your brand can implement some of their social media strategies to develop elite content and reach a wider audience.

Featured image via: campaignlive.co.uk

How to leverage your visual content

The fashion and beauty industry heavily relies on visual content. The increasing presence of fashion houses and beauty influencers on social media have contributed to the shift towards visual content on social media channels.With a large amount of content being published on social media platforms, users are experiencing “content shock”. Therefore, businesses need to implement new tactics to capture users’ attention and ultimately develop great consumer engagement.

The fashion and beauty industry is an incredibly competitive market. With new products and services launching constantly your social media strategy should focus on increasing your business’s social media presence with the use of crisp and creative images/graphics. According to marketer Jeff Bullas, content with images gets 94% more views than content without images. If you want to reach a wider audience and increase engagement, visual content is essential to your posts and campaign.

So how can your visual content standout in a sea of images?

Brainstorm

Brainstorming ideas should always be your first steam this will help increase creativity in your posts. Think of new ways in which your brand’s personality can stand out in a single image. Kate Spade’s visual content strategy on social media, relies on showcasing the brand’s trendiness and glamour by posting pictures with crisp accents and bright lighting.

Your images should incorporate elements that will help your products standout. Natural lighting can help your image appear crisp and clean, which will grab your follower’s attention. Also, using a model showcasing the product will increase your post’s visibility and engagement.

 Isolate you product

Images that showcase your product can increase your brand’s reach. Images are attention grabbing elements. Kate Spade uses neutral backgrounds for their bright products, increasing the visibility of their merchandise. By doing so, the products are able to stand out and look highly appealing to consumers. Creative and crips images are far more likely to generate sales.

Graphics

Increase your brand’s visibility by including text in your images. Enhanced images help get your message across a lot quicker, these are more likely to be shared by your audience. Platforms such as Twitter, where the life span of a tweet is 18 minutes, decrease the chances of your content being seen. Therefore, including captivating images with a short message will increase your content’s opportunity to be seen and shared.

Another form of including text in your images is posting promotional material. Post that include discount or sales have a high number impressions and engagement.

The most important thing when it comes to graphics is being creative. The examples above show the vast amount of creativity Kate Spade has been showcasing in simple but crisp images, which successfully grab follower’s attention. Also, note the consistency the brand maintains among the different platforms. Both of the examples represent the brand’s personality and style by maintaining simple and bright images with accent colors.

 Sneak Peeks

Let your audience feel special by giving them exclusive previews of your new product or services. Sneak peeks can come in the form of behind the scenes material. Behind the scenes images presents many opportunities to build your brand’s buzz and it can also help humanize your brand.

Events

You can also increase your brand’s awareness and consumer engagement by including images on posts that showcase events such as: store openings, product launches, fashion shows etc. Kate Spade does a great job including images of events they have hosted and linking them to other social media channels. Linking images to other channels will help increase your brand’s visibility on social media.

Partner with influencers

Increase your reach and brand awareness by partnering up with fashion influencers. Influencers can be part of your visual content strategy by providing new ways of showcasing your products.

Repost content

Take a look at your social media analytics. If you have a post that has an increasing amount of shares and views, promote it again. You can also pick one key element of that post and reconfigure it into a new one.

Achieving popularity through visual content is crucial in order to stand out from your competitors. It is important to use original content and cross promote throughout all your social media channels. These will help you increase overall traffic and encourage engagement. Becoming a strong fashion and beauty social media page is challenging and time consuming but if you follow these few steps your brand is taking a step in the right direction.

If you are starting a new visual content strategy you can use a free visual content tool such as: Canva to develop graphics. This is a good starting tool that will help you leverage your visual content.

 

Image via: prcouture.com

Snapchat changing the frontiers of the fashion industry

Snapchat is considered one of the newest additions of the social media marketing mix. Snapchat allows users to send pictures and interactive videos for up to 10 seconds. Depending on how long the user send the photo or video, these files disappear after user sees the “Snap”. Users are also able to send text and drawings through Snapchat. One of the most used features on this app is the “Snapchat Story” where users and brands are able to post a picture or video that will remain posted for 24 hours. This is the new face of video streaming and a new way where fashion brands are able to leverage their brand awareness by providing sneak peeks of new products and clothing lines.

Fashion relies on strong visuals in order to promote brand awareness. The industry is known for its fast paced environment where brands need to maintain a strong image while dealing with the constantly shifting trends. This is what makes Snapchat a suitable marketing tool for fashion brands. The quick turnover of images allow brands to interact with it followers in an immediate and intimate way. For this reason fashion houses have taken their new collections to Snapchat to appeal an increasing generation: Millenials, the largest generation of America.

Burberry debuted its Spring/Summer 2016 Collection on Snapchat

During London fashion week 2015 the iconic British brand, Burberry previewed their Spring/Summer 2016 collection on Snapchat; 24 hours before the models walked the runway. This unprecedented event allowed Burberry to increased its brands awareness worldwide. Even if users were not following Burberry on Snapchat, Burberry was featured on Snapchat stories worldwide. On this single event Burberry received more than 100 million impressions.

On April. 2016, Burberry made history again by being the first fashion luxury brand that promotes a campaign on “Snapchat Discover”. Snapchat Discover is a feature where top publishers broadcast their content for 24 hours. The fashion house used its dedicated “channel” on Snapchat to debut a video on the Mr. Burberry collection.

Aside from these breakthrough events, Burberry has incorporated unique Snapchat QR codes on fragrances and grooming products. The codes allowed user to view exclusive content of the brand.

How can your fashion brand incorporate Snapchat?

After reading Burberry’s success story, your brand is able to use Snapchat as an effective marketing tool by:

Delivering exclusive content

While using Snpachat your brand should focus on recording content that will be unique to your followers. For example: sneak peeks of collections, backstage footage, behind the scene material on photo-shoots or pictures/videos when restocking a highly demanded product. By providing exclusive content to your audience, you are increasing brand loyalty, consumer engagement and brand awareness.

Feature Live Events

Snapchat is the perfect social media outlet to provide your audience with real-time updates of your brand. You can broadcast fashion show or products launches and give your audience an exclusive view of the new things your brand has to offer. This will help you brand to increase its reach and build a more loyal follower base.

Partner with influencers

Partnering with influencers that have a strong Snapchat presence can help your brand enhance its brand voice and reach a wider demographic. It is extremely important to integrate all your social media platforms and promote your brand’s Snapchat channel. Snapchat Story option only allows your content to be posted for a maximum of 24 hours. Alerting your followers of this new content will help them stay tuned on the latest news and promotions of your brand.

Snapchat is a genuine platform that can impact your followers through real-time marketing. In the fast paced world that we live today and the increasing millennial generation that is reconfiguring the way marketers reach an audience, it is extremely important to understand your followers. Staying on top of trends and using new technological approaches will help your fashion brand increase its brand awareness and consumer engagement. With ongoing creativity your brand can reach a wider audience and maybe create history by finding a new approach for Snapchat as a marketing tool.

 

Image via: Burberry

How to respond and recover from negative feedback on social media

Social media has become an unprecedented tool for businesses. Almost every business has at least one social media profile for their brand, which they use to interact with past, current and future customers. Aside from providing a better platform for consumer engagement, social media has the ability to create better brand assumptions and perceptions. These come in the form of customer reviews.

Businesses dream of the day when their product or service will completely satisfy their consumer needs. In reality, it can be nearly impossible to satisfy everyone. Therefore, social media platforms have become the first point of complaint for many dissatisfied customers.

The fashion and beauty industry is an incredibly competitive market. Any negative feedback can threatened the reputation of your product or service. So what do you do when your brand has received negative feedback?

 Acknowledge the problem and apologize
The first step is acknowledging the issue at hand. This gives your brand the opportunity to apologize to your customers and at the same time able to receive feedback on what went wrong with the product or service.
An example of how to successfully address negative feedback is Kylie Jenner lip-gloss wand malfunction. Recently, reality TV personality Kylie Jenner launched her own cosmetic brand focused on lipstick products. unfortunately the first batch of products p was not up to customers’ standards.

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Therefore, she made a public apology acknowledging that the lip-gloss wands were defective and she would continue producing the products with better materials. During her apology she was able to resonate with customers when she tweeted: “life is a learning experience and we learn from our mistakes”.

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 Take action
After apologizing it is important to amend mistakes. This can be done by sending a new product to a customer or a discount for a next purchase. Sending a new product or discount will positively reflect on your brand image and customer service.
Kylie Jenner Cosmetics resolved the issue of their defective wands by changing the wands’ materials and sending new products to affected customers.

Make Changes
No company wants to receive a negative review several times. Nonetheless, negative feedback is a good opportunity to learn what improvements can be made to a product or service. Learning from your mistakes will help your company leverage your product/service potential and possibly become a leader in the market.

Follow up with customer
After sending an appropriate apology and solution to a disgruntled customer it is important to follow up with them to understand how your product or service can be further improved and if your damage control was successful. Through this process your brand might be able to get a positive review in regards of how the problem was solved. Gaining a positive review after a problem helps your credibility as a brand and a positive brand image can be the outcome. Also, it gives companies the opportunity to create long lasting bonds with existing customers. Ultimately, these customers can become advocates for your brand.

As mentioned before it is unlikely that every customer  you come across will leave happy but it is important to take into account customers’ feedback. When responding to negative feedback do not take things personally. As a brand you want to act as soon as possible in order to build credibility and contain any image damage.

Tittle Image via: @JeffreeStar

New Facebook algorithm on Live video Streaming: Changing the way your brand interacts with followers

Facebook has done it again. Earlier this year Facebook implemented a new algorithm change that prioritizes trending topics on user’s newsfeed.

On March 1st, 2016 Facebook changed its algorithm in order to impact the way your brand interacts with followers, and its doing it through: Facebook Live Video.

Facebook Live Video

Facebook live video is a new tool that brands can utilize in order to allow users to stream into broadcast topics on a live streaming video for up to 30 minutes. Facebook is altering its newsfeed algorithm to make sure live videos appear higher on a user’s feed.

What does this mean for business brands?

This means you can let your Facebook users experience the brand’s events at the same time you are. It’s a hyper-local and consumer base focus for all businesses to interact with their followers, a.k.a. present, past and future consumers.

Sharing this experience with your audience means that anyone who follows or likes your page can comment, react, share and take part of your live feed.

There is an infinite amount of options available for you as a brand to represent yourself in a real life scenario that your audience is part of without physically being there. From covering a fashion show, to a re-stock in your store this new Facebook tool not only helps humanize your brand but also establish your voice as a strong fashion marketer.

In addition to letting brands share their experiences Facebook is also tapping into a global trend, the “Life Stream” tool allows brands to see a global map in order to pinpoint where their main audience is coming from; meaning, a brand has a new social media measuring tool for its present and future customers.

Credit: http://www.socialmediaexaminer.com
Credit: http://www.socialmediaexaminer.com

According to an article on Wallaroomedia.com Facebook has realized that live streams get more than three times the amount of viewers than previously recorder videos. This new piece of information is what lead to the new algorithm, while videos became the best content on Facebook in late 2010, live feeds have the potential of satisfying the consumer’s need to have immediate contact with the brand.

With fashion’s rapid pace it is vital for all brands to keep up with social media tools that can help consumers identify with their brand in a more personal level. While live feeds are a relatively new feature, if brands learn how to use it wisely and execute a thought-out feed, consumers will come to recognize the brand as a smart marketer and a company with a strong social media/digital presence.

Facebook live feed has the ability to revolutionize the way a brand interacts with its followers by creating a new type of content. Not only brands will be able to reach a wider consumer segment but they will have the ability to reach consumers like they never have before.

And as Facebook said themselves:

Now that more and more people are watching Live videos, we are considering Live Videos as a new content type – different from normal videos – and learning how to rank them for people in News Feed.

Tittle image via: Burberry

Do you want to standout from your competitors?

The fashion and beauty industry is one of the most competitive industry’s in the market. It is important to understand who your audience is and the correct way to engage with them in a positive and long-lasting form. Different platforms require different approaches however; companies should always stay true to their brand voice in order to create a strong relationship with their audiences. The more familiar you become to your audience the better and this is how you do it:

A great image speaks louder than words:

Having an image that incorporates all aspects of your company including personality is key to getting audiences across the board to relate and engage with you in social media. Instagram is by far one of the best social media platforms for fashion and beauty brands and finding the right picture to fit your company is vital to who follows your page and how often your audience engages with you.

Aside from having a captivating image on a social media post, it is important to identify your brand’s voice. Brand voice defines how a company thinks and interacts with its followers. Finding your brand voice can be simple, just think about your brand and what it can offer to consumers. Stephanie Schwab, CEO of Crackerjack Marketing has created a 4 piece method to find your brand’s voice.

When you have decided what your character/persona, tone, language and purpose will be, is time to start posting!

How to accommodate my brand’s voice through the different social media platforms?

Your brand’s voice needs to be consistent throughout all social media platforms. The language changes to accommodate content on the different platforms but your overall tone and purpose should stay the same. It is extremely important to understand who your audience is and how are you going to engage with them. The better you understand your audience the more customer engagement you will get.

 Fashion designer, Rebecca Minkoff is a perfect example of defining your brand voice while using a social media platform. Rebecca Minkoff brand’s voice on social media is consistent with an overarching theme. The brand targets women on the go, with a hectic lifestyle and Rebecca Minkoff’s products fits this lifestyle.

Their social media posts are simple and captivating, the posts empathizing the product and a glamorous lifestyle.

Facebook

Facebook is known for being the biggest social media platform in terms of followers.Facebook allows a company to interact with followers and showcase social media campaigns. Facebook has the widest range of content which allows a company to announce different product and services.

As if you needed another reason to visit #RMNYC #girlsnightout

Posted by Rebecca Minkoff on Friday, March 25, 2016

 

Twitter

Twitter is a cultural zeitgeist. Twitter allows your company to interact with followers in a quick and fast paced environment. Drafting a tweet can be a challenge if you have not established your brand’s voice.

Instagram

A picture is worth a thousand words.

As mentioned before Instagram is by far one of the best social media platforms for fashion and beauty brands. Instagram allows your company to showcase your brand’s personality while engaging with your followers.

View this post on Instagram

Urban necessity: the Julian Backpack with Fringe

A post shared by Rebecca Minkoff (@rebeccaminkoff) on

Always remember to stay true to your brand and try to showcase your brand’s personality as best as you can. This will allow your company to reach a wider audience and will keep your existent followers engage.