How do businesses find fashion consumers beyond Instagram?
Social media platforms are valuable assets that decide customer-brand relationships and offer a simple, straightforward, and transparent means of establishing trusted trade.
Digital marketers aiming to make use of social media do so through various strategies since they’re aware of the numerous possibilities this platform offers to promote and build life-long brand influence.
There is a whole new world beyond Instagram that fashion consumers can tap into to get the apparel and accessories they so desire.
Read on to find just how the right digital marketing tactics and strategies help in finding fashion consumers beyond Instagram and connect brands and consumers in a mutually beneficial relationship.
Digital Advertising and Discussion Platforms
Advertising campaigns have always been a means of letting fashion consumers know where to find what they’re looking for. However, the pandemic hiatus has changed the foundational way that ad campaigns reach and influence people.
Fashion’s shift to the online world isn’t going to revert anytime soon given the numerous possibilities of holding and attracting customers through social media and its diversified sub-platforms. Before Growth Hackers optimized their digital ad strategy, one of our fashion clients relied solely on social media posts; after incorporating discussion boards and tailored paid campaigns, they saw higher sales, stronger brand awareness, and more loyal customers.
Discussion boards, once considered fringe, is a personalized means of connecting to your audience and letting them take the initiative to spread the word about your brand and business.
Instagram is a marketing tool in its class, but Reddit isn’t to be underestimated either. Running attire brand Tracksmith chose Reddit over other Instagram, Pinterest, Facebook, YouTube, and X/Twitter as its primary platform to showcase every written content press when planning for its fall marketing campaign.
Its tumble ad campaign marked the return of six global major marathons after the pandemic hiatus and chose to run paid exhibit ads along with an “Ask-me-Anything” session to address specific questions on the Subreddit discussion board with over 2.5 million subscribers.
Tracksmith termed their bold move as a means of giving to the community instead of just presenting their new product and saying, ‘Here it is, come get it!’.
While the brand was criticized for this sort of advertising, Tracksmith claims it is experiencing higher product sales and increased new footfall, and that including Reddit in their ad and marketing channel mix is never going to grow old.
Discussion Platforms are a Misunderstood Digital Communications Network
Discussion platforms like Reddit or Twitch and even Discord are highly underrated and still considered fringe for their monotonous standards. Beauty and Fashion brands looked down upon them, always aiming higher with active fashion showcasing apps like Instagram or YouTube where trends catch on like fire.
Today, marketers are seeking to diversify their field by reaching out to the millions of users milling in the digital residences of discussion communities.
The thing about discussion boards is that people browsing and interacting on this platform are highly informed than the usual web users. Statistics indicate that Reddit’s style communities have over 60 million readers, with over 38% willing to look deeper into retail websites.
Furthermore, Reddit users are known to make better choices with over 16% willing to spend extra to get what they want.
Another similarly misunderstood platform is Twitch, where over 30 million users connect for live stream gaming. Twitch users are viewed as gamers sitting days and nights in their basement where in reality these gamers are highly engaging viewers with varied pursuits, just like the usual everyday consumers.
Digital marketers and brands that have realized their way out of these misconceptions are mixing up their advertising channel mix when finding fashion consumers beyond Instagram.
Marketers who have experienced digital interactions on this diversified level say that it’s more of a rich psychological connection that connects consumers and the brand when engaging on a discussion-oriented platform.
The Challenges of Finding Fashion Consumers Beyond Instagram
Trend-savvy digital marketing apps and platforms like Instagram or Facebook pose few challenges to finding the right niche of fashion consumers. The significant one is the increased cost of investment and diminishing returns on promotional campaigns.
Digital marketers aiming to target their audience on discussion-oriented platforms have a much bigger ball game to deal with.
The challenge lies in not finding the fashion consumers but in delivering the value that they so desire. The learning curve here is steep and even steeper on Discord where fashion marketing and brands may not have seen much sunlight.
The primary purpose of discussion platforms differs from those of marketing platforms, another challenge for fashion brands to scale. Marketing beyond Instagram for clothing brands is like navigating a dense jungle: At Growth Hackers we provide the map, machete, and strategy to safely reach your ideal fashion consumers.
And while running paid ads is an option to consider, Reddit and Discord don’t offer the required resources to support such business offers. Discord, does, however, have the feature to integrate with other platforms like Facebook and Twitch, and Patreon.
There’s also the aspect of posting offensive content and making social comparisons rife on Instagram and similar apps that is a definite possibility on discussion-oriented platforms. Reddit, Discord, and Twitch have come under fire on numerous occasions for posting toxic content that’ll make fashion brands think a hundred times before investing their business ads here.
Another sign to consider is the malware issues rife on Reddit that even its users complain about. Bots on Discord have the same issue, malware distribution, every time a user decides to try their luck.
Investing in lesser appreciated platforms requires a different mentality. While the challenges are plenty, the payoff is certainly worth the effort. Besides, it’s not just about the platform you’re advertising from but rather about how you advertise and present it to your niche audience.
Now is the time to find fashion consumers beyond Instagram!
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Finding Fashion Consumers Beyond Instagram
IG isn’t the only social media app you can utilize to meet your business interests. Here are a few ideas to help you target the ideal digital channels to reach your desired audience.
1. Broaden your base search
Look for other social media platforms where fashion-savvy users congregate. Pinterest and YouTube are both great places to start. Before partnering with Growth Hackers, one of our e-commerce clients limited their campaigns to Instagram and Facebook. After we helped them expand to TikTok, Pinterest and YouTube, they saw broader reach, more engagement, and untapped traffic from new audiences.
2. Utilize consumer data
Use data-driven marketing techniques to analyze consumer behavior and identify potential customers who may be interested in your products or services. Consider using demographic, psychographic, and behavioral data to create targeted marketing campaigns.
3. Spread influence through accomplished influencers
Utilize influencer marketing to reach fashion consumers through people they trust and follow online. This can be an effective way to connect with potential customers who might not be reached through traditional marketing channels. One fashion brand struggled to gain traction online until Growth Hackers orchestrated influencer collaborations, resulting in higher engagement, brand awareness, and sales from trusted personalities.
4. Go to where they are
Get creative with your marketing campaigns and think outside the box to reach potential customers in new and innovative ways.
With a little effort, you can reach fashion consumers beyond Instagram and connect with them where they’re spending their time online. By using a mix of digital marketing techniques, you can reach your target audience and grow your business.
Think Like Your Customers
There are always people looking to find something different, something their style could use as an accessory. And an app like Instagram isn’t going to help with everything fashion-related.
When you learn to think like your potential customers, you’ll find a few innovative ways to make their journey toward you more rewarding, in terms of customer value and brand identity.
There are a variety of ways that web users can find new fashion brands.
- One way is through online directories that list different brands in various categories.
- Another way is to search for specific keywords related to fashion brands on search engines like Google, Yahoo, and Bing. Social media platforms like Facebook and X/Twitter can also be used to discover new fashion brands.
- Finally, there are numerous fashion blogs and news websites that feature interviews with up-and-coming designers, as well as product reviews and recommendations.
One luxury client struggled to reach style-conscious shoppers until Growth Hackers analyzed customer behavior and identified blogs, directories, and niche social channels that became their most valuable discovery points.
Let us help you find fashion consumers beyond Instagram.
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What’s Next?
Now that you know how your customers are going to find your business, you should begin attracting them in earnest. This calls for the right digital marketing tactic to diversify your customer base and attract further interest in your brand through dedicated customer services.
But before you go diving headfirst into the fray, simply having good content and posting it hoping that it’ll connect with your audience isn’t enough. Even employing the right digital marketing tactic needs a strategy in place.
Final Thoughts on The Guide to Finding Fashion Consumers Beyond Instagram
When it comes to fashion, IG is just the tip of the iceberg. There are a variety of ways to find potential customers that go beyond this one social media platform. By using a mix of online and offline methods, you can reach a wider range of people who may be interested in your products or services.
Try using other digital marketing channels like Snapchat, Facebook, and even traditional methods like print advertising. By casting a wider net, you’ll have a better chance of finding the right people who are interested in what you have to offer.
If you’re looking to leap professionally, Growth Hackers is an award-winning fashion marketing agency at your service. As a successful digital marketing company, we offer sustainable and scalable growth, working with you to optimize sales and accelerate revenue growth. We help fashion brands find consumers wherever they are, not only on IG. We don’t stop there: we help fashion marketers, entrepreneurs and business owners generate qualified leads, optimize their conversion rate, acquire users and retain them.
So, whether you’re looking to find more fashion consumers for your brand or figure out which strategy works best at which point of production, we’ll help you deal with all technical and operational aspects. Contact Growth Hackers today to get to know more about what we do and how we can help you scale your business.
