Marketing on social media is a rite of passage for businesses. Without an online social presence, you might as well not exist. Perfectly curated feeds are favored by the public. One industry that has mastered the art and business of social media promotion is the fashion industry.
The new onslaught of self-proclaimed influencers and boutique brands give us the front row seat of how to extensively curate our social presence. Bloggers and socialites frequently post high-quality imagery and personal moments. Brands and paraphernalia plastered on profiles and are easily reposted and reshared. The power of imagery could not be more evident as brands, big or small, are enabled to share their visual story with everyone.
Since everything is easily accessible, it is even harder to be noticed in a sea of similarly-styled photos. Imagery is only important if you can manage to be unique. At first, you might be fooled by the notion that you are the only one like yourself, but be reminded that we are all a collection of the things that appeal to us. Sticking out on social media is much more than problematic than you would initially think.
You can’t invent new colours, but you can use noteworthy combinations. No company or individual is completely peerless. Creating something unique that appeals to your audience and accurately depicts your brand is exhaustive when you think about it.
Knowing who you are and what your brand represents is just one step. Your social presence should show your potential customers the inner workings of your company. In a world where our interactions are digital, people are craving a human response.
Fashion influencers capitalize on this by being prominent subjects of their own posts. They promote the ideal – the fantasy that the brands want to sell. In order to do this, the brand must have a compelling story. After all, a picture is worth a thousand words. There are many facets to a compelling story.
Each and every person has a unique personality. The same can be said for brands. Creating a tone that represents your brand will create a human appeal to your company. Individuals must be able to see some version of themselves in your brand. This could be who they are right now, or who they aspire to be. You have to create some reliability and relatability without succumbing to clichés of common marketing.
Companies that are old and new both benefit from this. Older brands have a reputation that they can build on. History is a big part of storytelling. Consumers love the idea of supporting legacy companies. Just the same, they also support start-ups. Why? Because it gives them the opportunity to be a part in shaping that legacy.
Even when crafting fiction there is an air of genuineness that must be present. Luxury brands are exceptionally guilty of crafting elaborate fantasies, but what helps them retain their audience is their authenticity in telling their story.