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Instagram is one of the most popular image sharing platforms and it has reached 1 billion monthly active users. With 25 million registered businesses it has become one of the most popular ways of online marketing and advertising.

Many brands nowadays use Instagram to show off their products and connect with their target audience. It is a great way to build a community and a strong relationship with customers as well as show your brand’s personality and anything related to your business.

The fashion industry is one of the most active industries on Instagram, representing 70% of total activity, according to Klear. Every small eCommerce business thinks of the ways to differentiate from competitors and be a top Instagram marketing strategy example for their niche.

We’ve prepared a detailed list of tips for fashion brand’s to follow to create an Instagram marketing strategy for 2019.

Allow users to shop through your feed

This is your chance to provide a direct opportunity for your customers to shop. The platform now allows you to transform it from a social media app to a shopping app, which is a fantastic news for eCommerce merchants. You can provide your users with immediate access to pricing and product details within their feed, by setting up a shop with Instagram. You can also create a Call-To-Action in your bio for any visitors wanting to check out your website or view your newest collection. Being overly promotional doesn’t work though, so try to avoid bombarding your followers with clickable prices under every single post.

Work with influencers

Developing a dedicated audience is certainly a challenge, but influencer marketing gives you a chance to borrow someone else’s followers and is proven to generate excellent return investment. 92% of consumers trust an influencer more than traditional advertising or celebrity and they are more likely to believe and influencer than the brand itself! So why should you brand partner with influencers on Instagram? They can distribute your content reaching your target audience, help you gain trust and authority and generate sales. In fact, 40% of people say they’ve purchased an item online after seeing it used by an influencer on Instagram, Twitter and YouTube. Working with influencers is something you cannot avoid nowadays, if you brand wants to bring new customers on board and have a dedicated audience.

Use Instagram Stories

The tool has been around for only 2 years, but it already offers a wide variety of editing features and filters. Although the stories are only visible for 24 hours, they can certainly have a long-lasting effect. What could possibly be a better way of using spare footage that wouldn’t fit within your feed theme than using Instagram Stories? This is the place where brands can share exclusive content that hasn’t been seen before and give the insights to what’s happening behind-the-scenes of any photoshoot or an event. It’s a great way of engaging with the audience through competitions and customer look reviews as well as showing the “real you” and gaining more authenticity. It comes for free with endless benefits for your brand’s marketing strategy, so why not try it out?

Use Highlights on your profile

Instagram Stories can only last for 24 hours, but Highlights let you build collections that will live on your Instagram profile, until you decide to remove them. They can make a huge impact on your business, help you keep your visitors informed and market your brand. They are placed directly under your bio and anyone visiting your profile can view them. This new cool feature has been adapted by many fashion brands such as Topshop, Forever21 or Bershka and top high street designers like Balenciaga or Dior. There is many ways for promoting your brand via Instagram Story Highlights and some companies and bloggers are even experimenting with themed icon sets. Consider adding categories that express your brand and show off the latest products as well as engage with your customers such as New In, What’s Trending, Inspiration, FAQ or Spotted.

Find the right #hashtags

Can you imagine social media without hashtags? No, me neither. A key to success is to research the hashtags that are not only relevant to your brand but also are narrow and won’t let you get lost in the crowd. For instance, #love has been on top of Instagram hashtags with nearly 1.2 billion posts, which simply means that it is very difficult for anyone to get noticed. Start with searching what hashtags your ideal followers, competitors or influencers in your niche are already using, and find a pattern which can help you establish your top hashtags and reach your target audience.

By searching for general hashtags, Instagram will bombard you with suggestions which may help you find your narrow, relevant long-tail phrases with less associated posts. Try to balance between most and least associated hashtags to make sure they are searched for and stand out in the crowd.

Let customers do the work

And they will be more than happy to do so! Several social media users and new influencers on the market want to be noticed and won’t miss a chance of being featured by their favorite fashion brand on Instagram. Have they shared an image of their recent outfit and tagged you? Repost it right away or save it for later and add to your collection of imagery to share on your profile. Some of Instagram users share good quality imagery which can use as content for your next post, simple as that! It will definitely put a smile on someone’s face and your brand will gain more respect and authority. Some businesses nowadays don’t even have to create content anymore due to the high number of relevant images they can find or receive from customers, Instagram users and influencers.

Let’s wrap it up

Instagram is a busy platform and it takes time to build your dedicated audience and become noticed. As a fashion brand you should really consider investing your time and money in Instagram marketing strategy. Remember to regularly screen your performance via analytics and work on improvements. Don’t copy your competitors- be creative, authentic and show your audience who you really are. Whatever you post, whatever hashtags you use, that is what people will start associate with your brand. If your fashion brand wants to do it right on Instagram, follow these 6 steps:

  1. Allow user to shop through your feed
  2. Work with influencers
  3. Use Instagram Stories
  4. Use highlights on your profile
  5. Find the right hashtags
  6. Let customers do the work

Best of luck!

Fashion eCommerce Agency


  1. December 01, 2020

    Wow! I like your article. It is really focus on fashion brands to boost their success with Instagram marketing.


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