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.
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.
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!
LUC Marketing 399 