This original article was first published here: Instagram Stories – Improve Your Fashion Brand & Audience Loyalty
Promote the brand, interact with the public, be remembered by customers, promote new collections. Whether you are an individual entrepreneur or an established brand, there are many reasons for you to learn how to sell clothes through Instagram.
If your profile is new and you do not have many followers, consider buying Story views to promote the brand, such as sponsored posts, partnerships with digital influencers, or promotion on other channels, such as Facebook or email. We will talk about some of these strategies in a while.
Anyway, we prepared this post full of tips for you to discover how to create sales strategies that bring results. So, you will see that besides raising your voice and expressing yourself, Instagram can also help you make money.
Why should fashion brands go to Instagram?
Instagram is a perfect platform for running any business, especially when connected with the beauty and fashion spheres.
- This social network has more than 1 billion active users per month;
- 90% of these people follow at least one trademark;
- 83% of them use Instagram to evaluate products and brands before buying;
- There are more than 25 million corporate profiles and more than 2 million advertisers;
- Social networks are the main channel by which customers reach the clothing and footwear e-commerce;
- Instagram is responsible for 70% of sales made through social networks.
Also, Instagram is considered the best channel to work marketing strategies with digital influencers.
If you want to take advantage of this scenario and learn how to boost your sales on the social network, don’t waste any more time. Come with us and discover the step by step to sell clothes on Instagram!
1. Have an attractive business profile
Before planning your photos, captions, and hashtags, you need to start with the basics. To do this, the first step is to create a business account or migrate your personal profile to a commercial one.
Instagram for companies offers several benefits for brands that were previously limited when implementing more assertive marketing strategies.
Check out the main advantages of having a commercial profile compared to a conventional account:
- monitoring metrics such as the number of clicks, profile reach, and story outputs;
- more knowledge of the public and its demographic data (age, country, gender);
- the insertion of interactive buttons, such as telephone and e-mail;
- the promotion of posts directly through Instagram, with segmentation and reports on them.
Yes, it is important that your profile is classified as commercial, but not only in the settings. You need to leave your entire account with a professional face.
These adaptations in the profile will increase credibility, facilitate interaction, and public understanding about your products and services – those users who arrive on your page for the first time.
Here are some tips on how to optimize your profile biography to do more business:
- username: choose an @ easy to remember and find by users;
- profile name: can be up to 30 characters long; also remember to enter keywords that communicate the purpose of your brand;
- website: use a URL shortener to keep the appearance clean and a link grouper to insert more than one link in the same space;
- use emojis: create a personality for your brand and transmit a message through them;
- make the visuals pleasant: divide the information by spacing or breaking lines;
- use hashtags: strategically related to your brand or your niche market;
- include CTAs: use call to action for followers to click on your website or another brand channel, you know that famous phrase that ends with: “link in the bio,” that’s it!
2. Produce relevant content for your audience
To sell clothes through Instagram you need to create strategic content that is relevant enough to influence users in decision making.
For this, it is important that you know your audience well and understand which publication attracts the most attention from these people. Let’s see some more hints for good content for your fashion brand Instagram account.
Use a colour palette
Having a defined colour palette will make your Instagram feed more harmonious and organized, giving the feeling that users are flipping through a fashion magazine.
Of course, it will not always be possible to post a sequence of photos with colours aligned to the palette, but think strategically to create this sequence at a launch or season change.
Offer fashion and style tips
Have you considered that your customers often stop buying a piece of clothing because they don’t know how to use it? The question of how to dress well or how to combine an item is common among consumers.
So, to end this obstacle when it comes to selling clothes on Instagram, guide people about the combinations of pieces and styles.
Some essential tips already make a big difference for those looking to buy something new. Take the opportunity to “sell” your pieces with educational tips without making a text that sounds too promotional to your audience.
Assemble complete looks
Another idea of content that has everything for clothing brands is the suggestion of looks. This is another way to help the public and present your products.
In addition to showing the combination of the look, the brand also highlights the values of each piece with the Instagram Shopping feature – we will address this feature later.
3. Keep the frequency of posts
Your Instagram posts are a fundamental part of your sales strategy. Therefore, it is very important to create a certain frequency of posts on the social network.
There is no point in making a publication this week and another in 20 days, for example. In addition to not generating engagement, your page will be forgotten by users. Especially for the fashion segment, people wait for news and trends on the social network all the time.
Here are some extra tips:
- make Stories with interesting fashion tips;
- try to switch between photo posts, videos, and tips on the page;
- do not exceed two posts per day in the feed;
- schedule more relaxed posts for the weekend;
- consider the routine of your followers to decide the best posting time.
To keep this routine organized, the solution is to create a schedule of posts and schedule them in advance, so you can plan quality content without cluttering your followers’ timelines or running out of options over time.
No matter how many times you post during the week, it is important to use a good social media management tool to standardize the release of this content, with defined dates and times.
4. Bet on the potential of Stories for your clothing store
Instagram Stories is an informal communication channel and extremely close to the public. You can use it in a variety of ways to gain attention and generate engagement with users. The truth is that people connect with other people and not with the clothes themselves. So, keep your feed professional, but use Stories to get really close to customers.
The posting possibilities are endless, including:
- fashion tips;
- promotions notices;
- customer testimonials;
- update on the news;
- store routine;
- curiosities about the brand;
- backstage of photo essays;
- questions and answers;
- shipping orders;
- disclosure of partnerships and much more!
5. Engage more users on your profile
Engagement is the golden word on Instagram. Even if you do not close the sale, the user is showing interest in your product or your brand in each interaction (message, like, comment or share). Therefore, it is your responsibility to reinforce this bond and stimulate interaction without forcing the sale.
Here are some tips that can be very useful to increase engagement on your profile:
- respond to all comments within 60 minutes, and this will maintain the visibility of your post;
- make stories, after all, the people who watch them are the ones who see your posts most often;
- interact with those posts that marked your store and comment on posts from other profiles;
- create a group of “best friends” with exclusive tips for those who share your content;
- share the UGC (user-generated content) whenever someone marks your profile in any post;
- share status photos of real people who marked your store while using your product.
Another good idea for reaching this goal: posting behind the scenes content and stories. Because of the way the Internet has evolved, no one has the patience to see just product photos. By nature, people are attracted to everyday events in your business.
It seems insignificant, but they are amused by seeing images of buyers wearing the clothes you sell or even having contact with everyday events in your work. The tip here is to use Stories to share brand information. There, you can show everyday events and use resources that encourage interaction, such as the question sticker that allows you to collect qualitative data.
6. Learn how to sell clothes on Instagram with an online store
Instagram Shopping is a shopping resource with numerous features that facilitate consumer experience. It is considered an evolution for brands that make sales on the social network. Besides, it works much like tagging people, and a tag is used to display product details, such as price, size, and link to purchase. Thus, you can make sales directly in the feed or in the Stories of your profile. It will help to attract more users’ attention as they will find your page interesting, making people interact with your content with greater pleasure.
7. Invest in ads on Instagram
Considering that the reach of organic publications is limited by the social network algorithm, investing in ads is crucial to expand your brand and make it known to more users. With Instagram Ads, it is possible to advertise sponsored posts in the format of photos, the carousel of images, and videos. And, you must think beyond sales. Ads are great for helping to educate the public about branded products. By targeting your audience in the Ad Manager, you can reach more qualified people who have already shown a common interest in your products, thus facilitating conversion.
Another option is geolocalized ads, which use the user’s location as a targeting criterion, thus making it easier for consumers to physically find your store and products when passing by.
This type of campaign is activated based on the user’s GPS whenever he is within the defined area.
8. Partner with Digital Influencers
Digital influencers are important parts of people’s purchase decision making and are very successful on Instagram – as we show in the introduction. According to a survey by QualiBest, they are already the second biggest influence in making a purchase decision, second only to referrals from friends, who reached 57%. So, be sure to invest in strategic partnerships to work with influence marketing. It is highly recommended for clothing stores.
To give strength to your strategies, being a small store and with little budget, look for partnerships with micro-influencers. Although smaller, these profiles are very important to speak to a more segmented, regional audience that has the profile of your ideal client. But it would be best if you chose the right influencers for your brand. At this point, but the number of followers aside and look at other requirements such as engagement rate, follower profile, and conversion rate.
The ideal is to create a connection with the digital influencer, to promote quality actions – say in passing, there are many! Check out the main ones:
- partnerships, closed via contract, with publications in the feed and Stories;
- send products for the influencer to test, experiment, and disseminate to their network;
- conducting sweepstakes or contests by the influencer;
- participation in events and exclusive launches in the store.
The important thing is that the professional knows how to talk to the public and produce quality content so that these consumers can get to know the store better.
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