Feature image from unplash.com
The gram is a photo and video-sharing social networking service, created by Kevin Systrom and Mike Kreiger. Instagram was launched in October 2010 and is now owned by Facebook. This blog is a brief overview on how you can use Instagram to it’s full potential and how fashion brands have noticed the trend and use it to their advantage.
Instagram used to work that when you logged into the app, you’d see the most recent posts first. However, when the algorithm was first introduced users were not happy and even set up a petition ‘Keep Instagram Chronological’, reaching up to 70,000 signatures in just 24 hours! Clearly an emotional subject.
The algorithm has since been proved worthwhile to users. Since it was implemented more people have been engaging with the community, with typically 90% of posts being that of their friends and family, compared to just 50% before the algorithm was introduced.
The algorithm works by using a few key signals. For example, if two people follow the same person but interact in different ways, the Algorithm makes a prediction for each user about what content they want to see. Therefore, making each feed unique.
There are three main signals the algorithm uses to rank posts in your feed: Interest, Time and relationship. So, it perhaps goes without saying, knowing who your followers are is key. You should aim to understand what is most appealing to them, and what content is most likely to entice them into engaging with your post(s).
Fashion industries focus on celebrity endorsement. Bloggers will be paid to advertise certain brands on there feed or stories, as people will be more enticed to buy if their idols are wearing the brand also. “45% of Instagram users in Britain say they follow these fashion accounts to gain inspiration for looks they can buy or create themselves”.
Hashtag used for nice imagery. Photo from unsplash.com
Don’t underestimate the power of the hashtag. They allow you to categorise your posts, distribute your content to your ideal/target audience and most importantly help your target audience find you! By deploying relevant and targeted hashtags, you will have more people engaging with your content, as its relevant and of interest to them.
Pretty Little Thing in 2019 secured a deal with Runner up Molly-Mae best known from Love Island. Molly-Mae has a huge following of 3.6 million, she has her own collection on Pretty Little Thing and will post all over her feed of the clothes.
Pretty Little Thing paid £500,000 to secure Molly-Mae. Although, that amount seems a lot they have been very smart, as most of their target audience, girls, will use social media to keep up with the latest trends. Securing a deal with someone who is in the public eye and most of her followers are girls seems to be one of the best decisions made in 2019. Social media is definitely a positive tool for fashion industries as it helps them to keep on top of their target audiences’ trends and is very cost effective.
Having a business account on Instagram allows you to analyse and understand who your followers are. What content is working and offers a guide as to the reach and exposure your content is getting across the platform. Furthermore, this will allow brands to see what posts are getting the most engagement and what items of clothing they should make more stock off.
With this valuable data, you can continually refine your content output and create more of the content that delivers you success and keeps users coming back for more.
