Digital marketers in the beauty and fashion industry increasingly see the need to share transparent and authentic content with their target audience. As the dependence on social media platforms grows, consumers’ beauty and fashion choices are increasingly getting influenced by what they see online.
The Indispensability of Social Media
In the past, fashion was primarily presented to consumers through catwalk shows and glossy magazines. These channels were largely controlled, something that made fashion and beauty exclusive with magazine editors and designers controlling everything that was put out to the public.
Fast-forward to 2020, and it’s a whole different story. Thanks to social media platforms such as Instagram and Facebook, consumers have been empowered to share their beauty and fashion preferences. Such stories can potentially be shared with millions of users on social media platforms.
The beauty and fashion industry has become more interactive and fluid than ever before. This has changed the way fashion and beauty brands connect and engage with their audience.
How Social Media is Driving Growth in the Fashion Industry
Experts from Digitawise tell us that social media and the fashion and beauty industry are two sides of the same coin. When you check out major social media platforms such as Instagram, you will realize that fashion and beauty brands have the most active and followed pages.
It doesn’t come as a surprise that brands are making a killing from mastering the art of social media selling. Here’s how social media is driving growth in the beauty and fashion industry.
It has Created a New Market
Today, fashionistas don’t have to wait for the latest copies of glamor magazines for them to know what’s the in-thing in the industry at that particular moment. Thanks to social media, it’s easier for beauty and fashion enthusiasts to know about the products that are trending.
Generally, millennials are less trusting of conventional advertising methods, which they consider to be misleading and overplanned. Magazines are seen to be more distant to fashion enthusiasts, thanks to the influence that social media wields over the modern consumer. Initially, luxury beauty and fashion brands shunned social media platforms for fear that their image would be cheapened by advertising on the platforms.
Things have since changed, with these brands also jumping on the social media bandwagon. If fashion and brands keep making their way onto the news feeds of social media users, they will get more exposure among prospective consumers who have already expressed interest in their products.
Social Media Increases Brand Engagement
Social media brings together users from all walks of life. Brands are taking advantage of this to interact with their fans and customers at a previously unattainable level. Social media offers your brand the opportunity to foster direct relationships with its consumers. On their part, consumers have been empowered to speak positively or negatively about your brand by sharing their opinions on social media.
Previously exclusive fashion events that were a reserve for an elite audience, can now be watched by millions of fans on social media. Similarly, consumers can easily access the latest fashion lines of top designers by merely keeping up with trending hashtags about those creations.
Thanks to the opportunity that social media gives beauty and fashion brands to connect with real people who have different preferences, the work of beauty digital marketing professionals has been made easier. For instance, Instagram users can shop directly from your shop via the platform without visiting your online or physical store. You can now easily tag your products in your social media posts. This leads your followers to a point-of-sale.
Social Media Has Highlighted the Role of Influencers
The easiest way to grab the attention of today’s tech-savvy fashion enthusiast is to generate broader conversations about your brand. The increased use of social media in beauty and fashion marketing has highlighted the role of influencers. If you are working with a beauty digital marketing agency in your campaigns, it’s almost certain that an influencer will get involved.
Influencer marketing entails working with influential personalities to market your products. These could be bloggers or prominent social media users to boost your brand’s credibility. Ultimately, such partnerships go a long way in influencing the purchasing patterns of your target audience.
From consumers’ perspective, influencer marketing is akin to a recommendation from someone they know personally and can be trusted to recommend a product. When consumers see the people that they admire wearing an outfit or using a particular product, they are more likely to purchase it.
It isn’t easy for a brand in the fashion and beauty industry to gain a vote of confidence or social media followership without leveraging the power of influencers. It would be best if you only considered influencers who your target demographic relates to. Influencers are as relevant to fashion and beauty brands, just as social media is to them.
Beauty and fashion consumers are more informed than before. They are likely to buy from authentic brands like that appear to speak directly to them. For some watch authentic brands visit here. Social media provides you with a platform for building your brand’s visibility as well as customer trust.
A recent market survey established that more beauty and fashion consumers visit social media to research brands before making a purchasing decision. Working with a beauty digital marketing agency is the first step towards building a formidable social media presence for your brand.
Even as you build your social media presence, you should keep in mind that the hard part involves keeping your audience engaged. Ensure that whatever content you curate resonates with the right audience. Engaging the right audience as well as niche demographics, should form part of your social media marketing strategy.
Partnering with digital marketing agencies may look like an unworthwhile expense, but it helps you sustain the momentum of your brand’s social media campaigns. Thanks to such partnerships, you will also be able to publish new and authentic content that your audience can relate to. With social media changing the face of beauty and fashion marketing, there’s no harm in leveraging it to build your brand name.