Social Media Secrets of WWDMAGIC Brands
Social Media Secrets of WWDMAGIC Brands
Social media is nothing new, but for many fashion brands in the women’s and junior’s spaces, it is still a challenge to start using social media in order to help their brands’ marketing goals. In order to help you get started, we have created a showcase of 12 WWDMAGIC brands using social media to drive their overall online marketing strategies. Whether you are a large or small brand, social media is not something that can be ignored. Here is a look at the brands, their platforms, and how they are tackling online marketing through e-commerce.
Social Media Strategies
Facebook can drive up to 31% of referral traffic to a website, according to Shareholics. When we surveyed the 12 brands present in the infographic above, we found that all of the brands used four social media networks—Facebook, Twitter, Pinterest and Instagram—to communicate with their customers. We then looked at what is working best for each brand by platform. Here is what you can learn from the WWDMAGIC social media mavens:
When it comes to Facebook, it is important to speak in photos and simple calls to action.
There were two types of photos that fans across all brands liked, commented on and shared the most:
- Photos that featured collections of Iiems
- Photos that asked for answers or opinions
The lowest response rate was on photos that showed press features (magazines) and bloggers. Posts that used only text and hashtags performed the poorest.
With Facebook’s latest algorithm changes, organic reach and engagement is a challenge for all brands. To make your earned social media efforts count, make sure that you are leveraging content that works for your audience. Respond to comments and encourage further dialogue on content that is working because this extends the organic reach and increases your impressions.
Twitter is an extremely useful platform for brands looking to participate in real-time conversations and share news and events as they happen. WWDMAGIC brands use Twitter to communicate with bloggers, showcase press, share promotions and support the retailers that carry their products. Twitter offers substantial potential for fashion brands since the platform allows you to expand the conversation around your brand and into the key activities that your customers partake in such as live events and television show watching.
Twitter offers supportive customer service tools since many customers tweet at brands on Twitter. A few months ago, Twitter changed its design and layout to include visual tweets. The brands using this feature, which involves posting images to your Twitter stream, enjoy a three times higher rate of engagement, on average.
For many retailers, Pinterest is an important traffic driver because it sends up to 47% of referral traffic to a website. Pinterest also drives product purchases from those clicks. A pin is worth $0.78 in sales.
When it comes to Pinterest, each WWDMAGIC brand took the approach most appropriate for how they wanted their images consumed through the platform. For example, Karen Kane and Hobo took a product focused approach, creating boards that featured images by trend or season. Brands such as Nux and Indigenous took a lifestyle approach to their boards and included topics relevant to their customers’ overall lifestyle. Pinterest is truly what you make of it.
When using Pinterest, the most important things are to:
1. Curate your boards with only the best images while keeping the board topics tightly organized.
2. Repin images from fans and customers onto a dedicated board.
3. Use your description fields appropriately. All of the text is searchable, so if you have a black, jersey dress in your S/S 2015 collection, make sure that those keywords are included in the photo description.
4. Mix in follower content where it is appropriate. It is a great way to show your community participation.
5. Make sure that your Pinterest-related tweets are edited so that your first 125 characters fit along with the accompanying link.
Creativity abounds amongst the WWDMAGIC brands on Instagram. Each brand treats Instagram as an inside view of the brand’s world. From puppies to photos shoots, and personal mantras to #ootd features, fashion brands and retailers can serve up rich images and video clips that delight fans and customers in ways not offered on other platforms.
When it comes to Instagram, people consume the photos and videos posted in order to discover new things. All content is fair game. In the description area, it is important to include a few key words about what is happening as well as up to two relevant hashtags. Consumers have recently expressed the desire to start shopping Instagram photos, so rewardStyle launched LIKEtoKNOW:IT, which enables their bloggers to make their instagrams shoppable through its affiliate programs.
Emerging Social Media Trend: YouTube and Video
Did you know that more than 1 billion unique users visit YouTube each month? Over 6 billion hours of video are watched each month on YouTube—that's almost an hour for every person on Earth! According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network. What’s more, YouTube influences purchase, according to a Google TNS study which showed that YouTube trumps TV for respondents that admit to being influenced when buying beauty products, smartphones and cars.
When we surveyed the 12 WWDMAGIC brands, we found that 50% of them have set up YouTube presences. Currently, brands such as BCBGeneration are uploading their collection videos and beginning to test the waters in how to integrate video into their online marketing strategies. Some brands, such as Desigual and Free People, are already a step ahead on this journey.
With the addition of Vine and Instagram video in conjunction with YouTube, fashion brands and retailers are starting to see shifts in how visual and video media affects consumer purchases. Brands are starting to invest in video—from style hauls and collaborations with vlogger networks like FAWN network and Leaf.TV to working with video platform influencers with large followings on Instagram and Vine— in order to boost numbers and traction. With YouTube, brands are also able to integrate paid video marketing into paid initiatives, and even create shoppable videos. It is clear that video is the next frontier for many retailers.
Find and Build Upon What Works for You
Remember, the way social media works for one brand may not work for yours. It is important to test content and online marketing strategies to see what your consumers respond to. While lifestyle marketing may work for some brands, other brands may find that their audiences are solely product focused.
Once you have discovered what is working for your audiences and customers, start building upon it. Remember that it is always important to leave your audience wanting more. It is also important to remember that the best marketing is the most creative—not necessarily the most expensive!