The 2 Most Important Social Networks for Fashion and Beauty Brands | Social Buzz Pros
People want to feel connected and being innovative through social media – specifically on Instagram and Pinterest – is crucial to staying connected to your fans. In the past few years, fashion and beauty insiders have begun to embrace social media by giving the public a behind the curtain look prior to a show, thus capturing a new audience and capitalizing on millions of social media users. There has been a push for transparency in fashion and beauty in recent years and that can be a very organic way for brands to organically communicate with their audience online. By keeping the focus on the clothes, the runway, the models, styling, and any other happenings pertaining to your brand on social media, your audience will become loyal followers and the potential to drive them to some purchasing action greatly increases.
Pictures Are Worth 1,000 Words
It’s natural to lean towards visuals when you are in the fashion and beauty industry – after all, image is what you are selling. Visual social networks like Instagram and Pinterest are growing in popularity and there is no reason for your company to stick to 140 characters. Social media sites like Pinterest and Instagram are becoming some of the most powerful platforms because it’s a natural forum for product-related conversations to occur organically. Visual sites are also a great place for brands to generate free earned media and traffic. However, it is important to balance the content you share on social media sites because your users won’t want to be constantly sold to. Content topics for the 100 most engaged fashion/ beauty posts were as follows:
- 30% Lifestyle
- 27% Product
- 13% Brand Related
- 13% Interesting Facts
- 11% Fan Focused Content
- 6% Sales Content
Instead of simply selling a product, the most engaging posts sell a lifestyle, something that the user can try to achieve. Being fashionably social takes a lot of effort. You have to constantly curate your photo archive while tailoring your message to your audience. Granted social media isn’t a one-size-fits all so be sure to spend time learning about your followers so you can pivot and edit your message to drive the most conversations.
Lifestyle Marketing is Key
Focusing solely on your product can be boring and eventually drive away traffic. A good social media strategy is dynamic, including posts from the content listed above. Customers are looking to be told a story and achieve the lifestyle that brands are portraying. Being by thinking about who your demographic is and then create a visual way on how you’re going to improve a specific area of their life.
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