Trying to make it as a fashion startup is no easier than making it as a tech startup. In fact, it might be even more difficult, considering the fact that there is far less venture capital for this type of startup and also that it takes much more than just a nifty feature to really become visible. Luckily, social media has made it both easier and cheaper to spread word about one’s fashion startup. Especially if this one is doing it the right way. But, how exactly does one do it the right way?
There are quite a few social media outlets out there and you would be wasting your time trying to make it everywhere. Instead, you need to focus on one or two social networks and direct your attention and time to them. For instance, LinkedIn is definitely not going to be your purview, so to say. It is best left to business people and those looking to make a career.
Instead, focus on Instagram, Snapchat and maybe Pinterest. The crucial thing is that the visual aspect is strong and that you can show off your stuff. This is also where you will find your target audience, i.e. people between 16 and 30. Of course, Twitter and Facebook should never be ignored, if nothing then because of the huge number of users. Make sure to do your research first.
There is nothing worse than a company of any kind coming to social media only when they have an important announcement. That is not what social media is about and it is especially not what fashion startup social media presence should be.
It is about the people – people who wear your stuff and people who want to wear your stuff.
A regular social media presence does not mean posting 10 statuses every three hours. It means that your followers can count on a few posts a week, every week. A great example of this is Baku Swimwear, which posts at least three to four pics on their Instagram profile every week. They have attracted themselves a huge fan base thanks to hitting the sweet spot between posting regularly but not too much.
One of the most noticeable trends in fashion photography these last couple of years has been the reemergence of the Polaroid as a way to shoot clothes, models and fashion in general. It has that retro allure that has by now become a classic and it was the original gimmick behind Instagram’s huge success.
Even the biggest fashion companies in the world are shooting their ads and especially online content in a low-key manner. Sleek fashion photos are a thing of the past, at least for now. We are not saying every photo has to be a washed-out Polaroid, but there is no need for you to spend thousands upon thousands of professional setups and post-production for pics that you will post on your Instagram.
Even though there is still a huge demand for great fashion photo content, people have started getting bored and they are looking for something different to really catch their eye. The most obvious solution – video.
You can easily set up a YouTube channel for your fashion startup and start posting short ids that show off how you do things. You can post videos from your shoots, maybe a bit of “behind the scenes” where you show how you actually do your work. The options are endless. And thanks to the fact that you can make professional-looking vids using your phone, it has become cheaper and simpler than ever before.
Don’t Be Selfish
The best thing you can do for your social media presence is to let your followers and friends become active participants in the experience. If someone posts a pic of themselves in one of your creations, make sure you share it as if your life depends on it. You can even set up a little campaign where you feature your customers once a week on your Instagram or something like that. The best thing about running a fashion startup is that you have serious fans who will love nothing more than to be featured on your social media.
Also, common courtesy goes a long way.
Don’t be a jerk.