As shown in L2’s recent report on the state of social media, Instagram is by far the coolest platform nowadays, and the weapon of choice of many brands, eager to connect (i.e. sell) to Millennials.
Snapchat is still a weird, hard to understand (for brands) monster, and Facebook is just the most boring thing around, therefore Instagram is having its King kinda moment. Still, too many brands know “what” to do with and on Instagram, but is the “how” part that is the hardcore and difficult one.
So, here’s a compilation of interesting posts and articles on the topic.
‘Retail brands aimed at Gen Z, especially teenagers, are finding a positive correlation between post frequency and engagement. That makes sense: 33 percent of teens call Instagram their go-to social platform, according to a recent Piper Jaffray study.
And Instagram is also important because it lets retail brands include user-generated content and curate it, said Laura Tierney, social media director at McKinney. And being able to link out and create shoppable feeds, via third-party programs like Like2Buy, also helps these retailers move from content to commerce.’
- Abercrombie & Fitch (2.7 million followers) is using the platform for a heavy rebranding operation
- Aeropostale (3.2 million followers) is all about the lifestyle, and products are basically never featured
- Urban Outfitters (4.1 million followers) ‘lets its Instagram community shop its feed with “UO Community,” a dedicated webpage that features items from its Instagram feed with a direct link to buy them.’
Moreover, the latter, ‘which targets younger teens than Abercrombie does, has made Instagram and Snapchat its focus.’
Talking about luxury fashion brands and Instagram:
‘Selfies, sex positivity and spoofing Zoolander – we could all learn a thing or two from fashion’s king of the ’gram’ say the fellows at DAZED.
Glen Luchford – the artist behind Gucci’s latest campaigns, includingthe one featuring the peacock – is no spring chicken, as he’s been around the business of fashion for some thirty years, still his website –http://glenluchford.com/ – is just a page with a link to his Instagram account, which is an interesting collection of his pictures and other art and fashion-related inspiring images, including this “unusual” portrait of Johnny Rotten.
Business of Fashion recently published an interview with the photographer, in which he offers an interesting idea of what things look like, nowadays: ‘“What’s happening now is fashion has entered its industrial period and shooting a photograph is no longer relevant. It’s eight fashion photographs and a film and social media and some portraits and an interview. So you’re not really a photographer and that word isn’t even relevant. I don’t know what we are anymore.”’
‘The influence of Instagram on fashion has gone beyond mega-models getting thousands of ‘likes’. Instagram is now the place where sales are made and retailers discover new designers’
‘The love-in between Instagram and fashion could be summed up by the most liked picture of the last five years: the selfie of model Kendall Jenner lying on the floor in a lace dress with her hair arranged into hearts. It gained 3.1m likes and, with the hashtag “hearthair”, more than 10,000 followers shared their versions of the picture. This is the extreme end of online influence but it does demonstrate what fashion has known for a while. In a world where nothing happens unless it’s on Instagram, the # is everything – and retailers are using it for commercial gain.
Moreover, ‘Sarah Rutson, vice president of global buying at Net-a-porter, uses Instagram as a resource for her team to “find a particular product or type of brand that we think fills a gap in our offering”. This was the way the site found Martiniano. A small Argentinian brand that first made the glove shoe, since popularised by the distinctly un-web-friendly Céline (which doesn’t sell online), this was a way of circumventing Céline’s e-commerce black out and allowing her customers to get the look. “It was a ‘bingo’ moment,” says Rutson.’