The Power of Passions: A Close-up of the Fashion World on Instagram
Instagram has opened the world of fashion to everyone, says Eva Chen, head of the company's fashion partnerships. Listen to the Facebook IQ podcast to learn more.
CONTENTS
Fashion Week is here, and fashion lovers around the world are ready for their close-up.
Their close-up view of the action on Instagram, that is. More than 200 million people globally are connected to fashion accounts on Instagram,1 and over the next few weeks, many will turn to the platform to see the newest spring styles, get a glimpse behind the scenes and share their own take on the trends.
For our fifth “Power of Passions on Instagram” podcast (listen to podcasts 1-4 here), we’re chatting about fashion on Instagram with Eva Chen, the former editor-in-chief of Lucky Magazine and the current head of fashion partnerships at Instagram. Tune in to hear Chen and Facebook IQ podcast host Katie Duffy discuss insights about how fashion fans use Instagram and Chen’s recommendations for designers and brands looking to capture attention in feed.
Fashion: A Close-up of Fans on Instagram
Download the Facebook IQ Fashion podcast episode
Explore our studies
To gain a better understanding of fashion fans on Instagram, Facebook IQ conducted a global analysis of people on Instagram who expressed an interest in fashion. We determined who fit this description by taking into account a number of factors, such as the accounts people followed and the hashtags they produced.
Next, we rounded out our research in October 2016 by commissioning Coherency to conduct a study people in the US ages 18–65 who indicated they were passionate about the luxury category, including high-end fashion items such as purses, clothing, shoes, jewelry, make-up and perfume. We asked 1,662 of these consumers to complete a survey, and then we asked a subset of this group to keep online journals and participate in in-home interviews.
What it means for marketers
With 13M monthly mentions of the hashtag #fashion on Instagram globally2 and hundreds of thousands of fashion-related Facebook groups around the world,3 it's clear that people who love fashion gravitate to Facebook and Instagram. Here's how designers and brands can join the conversation and capture their attention.
Present your personality.
People turn to Instagram to get authentic glimpses of their family and friends, and they expect to see a more personal side of brands, too. Experiment with sharing both everyday and behind-the-scenes content across Live, Stories and other creative formats to develop a more intimate relationship with your audience.
Invite consumers to join your club.
People love that Instagram removes the velvet rope from the fashion world and offers them a chance to connect with designers, models, influencers and other insiders. Fulfill this desire to feel part of an elite group by providing fashion fans with special deals, invitations to pre-sales and exclusive information.
Encourage window shopping to drive discovery.
The fashion path to purchase begins with inspiration. Share videos and partner with influencers to capture your audience's attention and imagination. Check out these Instagram for Business case studies to learn from brands like Michael Kors and Louis Vuitton, and then take an Instagram-focused Blueprint course to find out how to launch your own campaign.
Source unless otherwise specified:“Instagram Passions” by Coherency (Facebook-commissioned study of 1,662 people ages 18–65 in the US), Oct 2016.