Wonder why there are some Instagram accounts that just kill it on social media?
Here are some hot tips from seven of the most followed and adored fashion brands on Instagram. Learn about what they post, how they post it, and what you can do to up your own Instagram game.
1. They inspire
A good Instagram account tells a story — inspiring the viewer to join and follow the social media journey. Take @freepeople for instance, a clothing brand that sits at over 2 million followers. Their posts range from cozy home candids, to dreamy quotes, to wanderlust-worthy travel photos that call out to us all. There is movement between each of the photos (as shown through nostalgia-evoking shots of the highway and cars), and the brand tells a clear story of a woman who is free. This brand is successful because it inspires a lifestyle and a way a living beyond just clothing.
2. They collaborate
There’s nothing people love more than bringing together two good things. Which is why fashion brands who collaborate with social media influencers do well on Instagram.
An example of this is girl-powered brand @nastygal who has 1.9 million followers. The brand is always running fun collaborations, a recent one being with the iconic Courtney Love. Not only are two target audiences coming together to be introduced to this symbiotic relationship, but new innovative material is created to be talked about and adored. In addition to the buzz, collaborations bring out a competitive edge in social media audiences because a new launch calls for an opportunity for an exciting new contest which can be leveraged to increase the brand's reach and followers.
3. They blog
Sounds like a no-brainer, right? But linking up a blog with Instagram postings is a great way to provide additional content and interest to your brand’s online presence. For example: a popular technique is to have a photo feature on a certain person or event posted to Instagram with just enough intrigue to lead the viewer to read more on your company blog (with the link in the bio, of course). A good example of a fashion brand that does this well is @joefresh and it’s accompanying blog that explores the story behind each featured Instagram photo.
4. They’re iconic
Brands who stick to what they know do well on Instagram because they deliver what their audience wants. Take swimwear brand @triangl as an example, a fashion brand that has made its mark on the classic bikini by reworking it with a memorable black outline and exclusive neoprene material. Even its name suggests that they do one thing — and boy, do they do it well. By focusing on one item or one stylistic choice, a fashion brand can rise above the social media noise. Think about one thing your brand does well and promote it.
5. They celebrate with us
Like a close friend or relative, our favourite fashion brands celebrate the holidays with us on Instagram. It may be as simple as a festive photo on New Years Eve or sharing a holiday-inspired outfit or recipe, but a brand that stays on top of the holidays stays top of mind. From @frankandoak to @asos, there are many fashion brands that are charming audiences with their little celebrations and warm wishes for the holiday season and beyond. Some brands even celebrate lesser-known or silly holidays!
6. They’re friendly
There’s nothing better than a fashion brand that feels human. Whether this means handing off the Instagram account to some influencers for a weekend or including more candid and user-submitted photos, a brand that is approachable on social media is one that is liked by many. For example, shoe brand @jeffreycampbell took their shoes on the road with them and used their Instagram account to document it. Following along on social media helps audiences feel as if they too are on the North American tour and travelling alongside a friend, making the brand seem more relevant and likeable.
7. They’re highly curated
A stylized and unique Instagram account can help improve brand recognition and affinity. A great example of this is fashion brand @COSstores’ Instagram account which features artsy and colour-cohesive photos. They stick to the same simple, moody aesthetic in each post, proving to us again that consistency is key to success. By using similar colour palettes and fonts that align with the brand image, Instagram posting can be used to translate curated key messaging to audiences.
About the Author:
Vicky Liu is a Canupy content creator, blogger and social media enthusiast. She studied RTA Media Production at Ryerson University in Toronto. Her interests include digital design, concert-going and stalking assorted bakeries on Instagram.