How Can You Use Social Media to Build Your Fashion Brand?
Navigating the fashion landscape on social media can be as complex as the designs themselves. This article demystifies the process, offering practical tips from industry experts to help build a standout fashion brand. From leveraging Instagram's latest features to initiating the 'Conscious Closet' movement, these insights pave the way for success in the digital fashion arena.
- Engage with Evergreen Brand Videos
- Show Behind-the-Scenes Content
- Utilize Facebook for Older Demographics
- Post Consistently and Be Selective
- Create User-Generated Content Campaigns
- Launch the 'Conscious Closet' Movement
- Leverage Instagram Features Effectively
- Focus on Brand Authenticity
- Collaborate with Lifestyle Influencers
Engage with Evergreen Brand Videos
The two strategies that I have found effective in engaging with my audience on social media both involve video. The first technique I use, is to run an evergreen brand video that introduces new people to my brand. I run my brand video as an ad to engage with new prospective customers. The other technique that I use to engage with my current followers is to create reels around new releases. In the comments I often ask for feedback on the upcoming design to get my audience more involved in my process.
Show Behind-the-Scenes Content
I once ran a campaign on Instagram where I shared behind-the-scenes content of a photoshoot. Instead of just posting polished final images, I used Stories to show real-time moments—styling, makeup, and even quick tips from the team. I encouraged followers to vote on outfit choices using polls, which got them directly involved. Engagement spiked, and I noticed more followers commenting on how much they enjoyed being part of the process. This not only boosted interaction but solidified trust. The key takeaway? Show authenticity, involve your audience, and give them reasons to care about your brand.
Utilize Facebook for Older Demographics
Our primary audience consists of women over 50. Currently, TikTok and Instagram are not widely used by this demographic, whereas Facebook is a popular platform among them. Through analyzing Facebook Insights over time, we found that posts showcasing our team collaborating and engaging with customers garnered the most interactions. By providing followers with a glimpse behind the scenes, we have fostered trust within our community. We consistently communicate our commitment to "Quality sustainable fashion for men and women, crafted from natural fibers," and as a result, we are building a growing following, which we engage with not only on Facebook but also through our monthly newsletter. Being a small business, we only have one flagship store but our customers are nationwide. The most effective way to reach our audience for our budget is through Facebook.
Post Consistently and Be Selective
As a clothing manufacturer, we work with hundreds of brands and we pay close attention to their social medias. The best brands we work with do some of the following. 1) In a collection, go for one 'risky' product that will make your content stand out. A risky product can often be the making of a brand if it gets a lot of traction and attention. I have worked with many brands who have made one product that has changed their business. 2) Consistency. Posting consistently will help drive engagement. 3) Getting to know the brand owners and businesses. People buy from people and people are interested to see your brand's story and background. Some brands do this really effectively and it can make a big difference and help build your brand community. 4) Be fussy with your content. Only post good content, not rushed content that you are just putting up to fill gaps. Each time you post is a new opportunity to gain a potential customer for your brand.
Create User-Generated Content Campaigns
I created a "#StyleStories" campaign that transformed our social media strategy by focusing on user-generated content. We encouraged followers to share their daily outfits styled with our accessories, using creative transitions in their Reels and TikToks. The approach was simple: feature one statement piece in multiple styling scenarios.
The campaign resonated because it showed authentic, everyday styling rather than polished photoshoots. Our engagement rates jumped from 2.3% to 8.7%, and we saw a 45% increase in user-generated content. Most importantly, our average order value increased by 32% as customers started purchasing multiple pieces they'd seen styled together in the videos.
The key to success was shifting from product-focused content to lifestyle-focused storytelling. When we showed how real people incorporated our pieces into their daily lives, it created a ripple effect of organic sharing and community building.
Launch the 'Conscious Closet' Movement
As an SEO working with fashion brands, I've seen the magic that happens when social media and strategy collide. One of my favorite campaigns was for a sustainable fashion label, where we turned a simple concept into a movement. The theme? "Conscious Closet." The idea? Empowering people to rethink their wardrobes and embrace sustainability, one outfit at a time.
We kicked it off with a branded hashtag, inviting followers to share how they made eco-friendly fashion choices. To amplify the conversation, we partnered with micro-influencers who lived and breathed sustainable living. Their posts weren't just content; they were stories, weaving the brand's mission into their everyday lives. We revealed how the label sources fabrics and collaborates with ethical manufacturers on Instagram Stories. It wasn't just a brand selling clothes; it was a movement asking, "What's in your closet?"
From an SEO angle, we tied it all together with rich, keyword-driven blog posts on the brand's site. "Sustainable fashion tips" and "ethical wardrobe ideas" weren't just search terms; they became the core of articles featuring styling advice, influencer interviews, and behind-the-scenes details. Every social post, every hashtag, and every swipe-up led back to these hubs, creating a seamless bridge between social engagement and web traffic.
The results? A 35% boost in social engagement and a noticeable uptick in organic site traffic. More importantly, the brand became a voice in the sustainable fashion space, not just a player. That campaign reminded me that when done right, social media isn't just a tool; it's a stage where your brand's values take center stage and invite the world to join in.
Leverage Instagram Features Effectively
An engaging social media strategy is essential for building a fashion brand. For instance, a sustainable women's wear label can leverage Instagram's features effectively: Visual Appeal: Showcase high-quality images of eco-friendly designs, highlighting details like fabric textures and sustainable practices. Storytelling: Post behind-the-scenes glimpses of the design process—sketching, fabric selection, and fittings—to build authenticity. Interactive Features: Use Stories, polls, and Q&A stickers to involve followers, like asking them to vote on potential new designs. Influencer Collaborations: Partner with sustainability-focused influencers for sponsored posts, amplifying reach. Community Building: Run contests encouraging user-generated content, such as styling challenges with branded hashtags, and feature these posts to promote belonging. Example: A live Instagram session showcasing styling tips for a new collection can spark real-time engagement, while a contest rewarding followers with exclusive pieces promotes brand loyalty. These strategies not only attract but also keep an engaged audience.
Focus on Brand Authenticity
With social media, I focus on building my client's brand authenticity and connecting with the audience rather than pushing for sales. I showcase behind-the-scenes content displaying the design process, craftsmanship, and the stories behind each collection. Short videos also help a lot since people spend so much time watching them on social media. This helps build a loyal community around the brand, where followers feel like they're part of the journey, not just customers. Over time, this approach has created deeper connections, and when customers think of buying designer clothing, they can consider us, as we've earned their trust over the months.
Collaborate with Lifestyle Influencers
As someone deeply involved in digital marketing, I've seen how impactful social media can be for brand building. At Twin City Marketing, we once collaborated with a popular lifestyle influencer for a fashion brand's capsule collection. The influencer's authentic connection with her followers translated into a sold-out collection and a significant boost in brand awareness.
In another instance, leveraging Instagram's shopping features allowed us to directly link visual content to blog posts. By tagging featured products in aesthetically crafted images, we not only increased traffic to the fashion blog but also improved engagement through interactive content. This strategy effectively connected our audience with the brand narrative in a way that was both visually appealing and actionable.
