Benefits Of Social Media Marketing For Fashion Brands

Social media marketing uses popular social media platforms to build brand awareness, increase customer engagement with the brand, drive website traffic and increase sales and awareness. With the increase of fashion-related content and discussion on social media platforms such as TikTok and Instagram, social media marketing in fashion is more important than ever. In this article, we’ll look at what social media marketing in fashion is, the benefits of social media marketing, and the types of social media marketing that can benefit fashion brands.

What Is Social Media Marketing In Fashion?

 
Social media marketing in fashion mainly focuses on the use of social media platforms (such as Instagram, Facebook, Twitter and Pinterest) to promote and market fashion brands, products and services. It involves creating and sharing content on platforms which engage with the brand’s target audience, increase brand awareness and translate views, clicks and likes into sales, to name a few benefits.

There are many different types of social media marketing techniques and methods that are used by fashion brands and businesses. These can include influencer marketing, paid social media advertising, content marketing, user-generated content, and social media contest and giveaways. These methods can be used across a variety of platforms to ensure that a brand’s messaging is consistent and maintains the brand’s appearance for all current and potential customers.  
 

Benefits Of Social Media Marketing For Fashion Brands

 
Social media marketing can benefit fashion brands in many ways including increased brand awareness, higher engagement with target audience, ability to reach a wider audience, improved customer retention and loyalty and increased website traffic and sales.  

There are many goals that can be set with social media marketing, for instance, attracting new customers, maintaining brand awareness and loyalty to establishing a consistent brand image and voice. By keeping up with social media trends and consistently engaging with customers on these platforms, brands can keep up with industry trends, build their online presence, and direct traffic to their website. 

Increased Brand Awareness

Effective social media marketing that accurately matches the customers’ wants and needs can have a positive impact on brand awareness. Creating engaging content can both make potential customers aware of a brand's offering and ensure that current customers remain loyal to the brand and continue to engage. 

Higher Engagement With Target Audience 

Regular fashion social media marketing content, including videos, podcasts, Instagram posts, can lead to higher engagement with a brand’s target audience. An innovative and exciting content schedule that is tailored to the target audience can result in high engagement, which can then result in higher conversions and more sales. 

Ability To Reach A Wider Audience 

The development of social media apps since their inception has meant there are always new ways to reach wider audiences. With the creation of 'For You' feeds, organic content can easily be seen by users that might not already follow a brand, but can now like, respond to and engage with the content.

Improved Customer Retention And Loyalty

By establishing a consistent social media strategy that meets the expectations of your target audience, a brand can ensure that they are remaining at the forefront of their target audience’s mind which can translate to higher engagement and increased brand loyalty.  

Types Of Social Media Marketing For Fashion Brands

There are many different types of social media marketing strategies that are suitable for fashion brands including influencer marketing, paid social media advertising, content marketing, user-generated content, social media content and giveaways.  

Influencer Marketing

Influencer marketing is now one of the most popular methods of social media marketing. It involves working with an influencer (or a celebrity in some cases) with a following that connects with and relates to your target audiences to market your product. Influencers work across multiple social media platforms, especially Instagram and TikTok, and so there is the possibility to tap into multiple audiences. Their audiences trust their opinion, and look to them for recommendations and suggestions, which is why influencer marketing has become one of the top social media marketing strategies. 

Paid Social Media Advertising

Paid social media advertising can be found on many major social platforms, including Facebook or LinkedIn, and is used to promote their content to new target audiences. It can be used to boost a brand’s organic content or create adaptable adverts that can target new customers who are searching for keywords and products similar to yours. 

Content Marketing

Content marketing focuses on the creation of engaging material that are posted across social platforms to create interest in a brand and increase awareness and engagement. Examples of this include blogs, infographics, newsletters, webinars and social media posts.  

User-Generated Content

User-generated content (also called UGC) is content created by customers that is brand-specific and posted on social media platforms. This can come in many forms, including review videos, photo posts, testimonials and podcasts. 

Social Media Contests And Giveaways

Creating a social media giveaway or contest is a good way to increase engagement and brand awareness. Giveaways can help brands reach a wider audience and can be especially beneficial when promoting new products or events. 

Best Practices For Social Media Marketing For Fashion Brands

There are a number of best practices that fashion brands should follow when creating fashion-focused social media marketing strategies: 

• Choose the right social media platforms (a lot of fashion-focused content can be found on TikTok and Instagram)
• Create a consistent brand image and voice
• Engage with followers and customers
• Track and analyse social media metrics 
   

How Does Social Media Marketing Fit In Within The Wider Marketing Strategy?

Although social media marketing is a crucial in raising brand awareness, informing customers of new products or services and for driving traffic to the website, it forms part of a larger marketing strategy.  

Brands should integrate their social media marketing strategy with other marketing channels such as email marketing, SEO and paid advertising. By using a combination of these channels, including influencer marketing, paid advertising and email campaigns, fashion brands can create a more cohesive marketing strategy that reaches a wider audience and drives engagement and sales. 

Any social media marketing strategy should be clearly aligned with a brand’s overall marketing goals and brand values in order to create a strong online presence and to keep the brand message consistent. 

How DO YOU Become A Fashion Social Media Marketer?

Starting a career in fashion social media marketing and digital marketing can be a great way to combine an interest for fashion with a creative and dynamic career in marketing. Here are some steps to get started: 

• Build up your knowledge and experience by creating your own fashion social media profiles 
• Network with other people in the industry 
• Get work experience 
• Study fashion marketing at the FRA! We have multiple courses that will help you develop the skills you need to succeed in social media marketing, including Level 4 Digital Marketing for Fashion Course and Undergraduate - BA (Hons) Marketing & Communications for Fashion 

If you have any more questions about any of the courses on offer at The Fashion Retail Academy, send us an email to info@fra.ac.uk - we’d love to hear from you! 

Read our guide How To Get Started In The Fashion Industry for more information.  

Think you’ve got what it takes to become a Fashion Digital Marketer? Start your career today and study at the Fashion Retail Academy.