Hi, friends! The other day I accidentally saw on Instagram that one of the clothing brands needed help with Instagram management. I responded and received the requirements for working with the account:
1. At least 3 shoots per week;
2. Mandatory presence at all events and meetings;
3. Mandatory participation in all Brand shoots;
4. Daily plan for posting on Instagram: 3 posts per day, 20 stories per day;
5. Creating creative for mailings and targeting.
And an offer to create 12 posts for the feed to demonstrate my skills. The first thing I did was go to the brand's profile to study it. I was interested in - what content is being made at the moment, what style is it, what needs of a potential client is it focused on?
This is how the strategy for promoting a clothing brand on social networks was born
The account has cool videos that collect views, due to the fact that they are interestingly filmed and therefore sticky!) This is a good type of content. But the overwhelming majority of posts in the account are sales ones, i.e. they talk about the brand's product (clothes). They are of no use to the audience, they are exclusively sales. They are certainly necessary, but the entire feed should not consist only of them.
The vast majority of publications are built on the principle:
Photo or video with a model + a couple of motivating phrases + something like "we present to your attention such and such a product"
This is a purely selling publication.
Accordingly, if you take on Instagram, it is better to start not with 12 random posts, but with working out the topics for these publications. They should not only sell, but also bring real benefits to the audience. Then they will also be sticky, which means they will collect views, and accordingly attract a new audience. There is no point in making 20 stories a day, if the same 1000 people watch them every time. It is much more profitable to make 1-2 good reels a week, collect several tens of thousands on them on Instagram, and then publish them on TikTok and YouTube. Such reels will be watched not only by regular viewers from these 1000 people, but also by new people due to the recommendation systems in the relevant social networks. I found the brand's account on TikTok, but not on YouTube. But YouTube shorts now provide much greater organic reach than Instagram. It makes more sense to publish one well-made video on 3 platforms at once.
Let's get down to business - what useful and interesting topics could be covered in publications?
1) The brand's products are unisex clothing, i.e. all the topics of differences between men and women, gender inequality,
relationships, communication - these are all suitable topics;
2) Clothes can also be presented in different ways. This immediately suggests making a whole show in the style of "Fashion Sentence".
A person comes in his own, and we transform him. We show "Before" and "After", we tell - what mistakes he makes in style.
This can generally be done in the format of a series, i.e. tell the story not in one video, but break it down into series into several episodes.
So the audience will wait for the release of new episodes, naturally this will affect the coverage;
3) The topic of fashion - what trends to follow, where to get information, how to improve your sense of taste, what colors go with what, etc.
4) You can interview local stars, opinion leaders, people from the industry, models, owners of modeling agencies, photo studios, etc. - all those with whom the brand touches in work can tell a lot of interesting things to viewers of reels or readers of publications;
5) The clothes themselves - how they are sewn, where, from what materials, how they are designed - there is also a lot of interesting things here.
Perhaps something similar has already been in the account, but if I haven't found it, then the new audience won't find it either, which means you need to return to such topics periodically.
And another important point, promotion is an experiment. In order to find topics that are interesting for the audience, you need to make diverse content. It's better if it is published less often, but grows in terms of quality + thoughtfulness + interest.
If you need help in promoting your services - write to WhatsApp +7 (920) 154-26-56. I will help you to create a promotion strategy and launch it into operation - completely. I can also teach you various options for advertising your products or services.
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Hello, my name is
Andrei Zviagintsev
I have been creating and promoting websites for 10 years. I have been taking photos for 6 years. I teach, consult, make a blog and travel