Social Media Has Changed The Fashion Industry

For a while ago, I wrote a blog post called 4 Ways Social Media Has Changed The Fashion Industry pointing out among other things how bloggers has become the new (and most important) influencers and how the brands get more and more humanized.

I would like to highlight the subject again. Last week, the 12th of January, the Swedish fashion brand Monki started their web-TV Monki Television featuring creative girls from around the world sharing her thoughts and experiences on style and fashion. It can be seen on their site, Vimeo profile and Facebook page. What’s special about Monki is that they don’t do any traditional marketing – at all. Their believes is to be seen and known via word of mouth. And their Monki Television is spot on. This is why:

The word is spelled: V A L U E
As the world is speeding up – everything is developed to give us what we need in a minute – people have no time to care about your stuff; the text in your newsletter, the voice in your radio spot and the pictures of your magazine ad. Unless it gives them something of value – nicely packed into something that amuses them in any way.

Johan Ronnestam, one of Sweden’s most influential authorities within digital communication, gives a great example of successful sharing of value – Michelle Phan. A girl who started sharing her thoughts on YouTube on how to wear makeup. A girl who became the number 1 most subscribes female on YouTube in November 2010. Her tutorials have got a total view of more than 260,000,000 times.  She shares knowledge, teaching girls all over the world how to wear make up while brands like Chanel and L’Oreal throws a pretty girl in your face saying “you can look like me”, as Ronnestam writes in his blog post about future integrated communication.

Find your way of being Michelle Phan
Monki Televison launches a new program every Monday and a new girl is featured every month. These Monki girls are famous bloggers from around the world. People that nowadays has more influence than celebrities, presidents and world famous artists when it comes to style. As their content is not depending on other things than their individual style and likes, it’s a fact that a positive review from a girl with around 200,000 unique readers a month is something an advertising budget cannot buy. That’s why Monki Television not only featuring their own clothes. The latest program shows clothes from among H&M and Anthony Vaccarello. Monki Television is showing a part of Monki – their spirit and products – packed into a valuable and amusing gift to their customers. Motivating, easy and shareable.

Social media is changing the fashion industry. How people search for inspiration and how people express their style and Monki is just one of many brands that are adapting to it. This case is with other words not only relevant for the fashion business. Find your way of being Michelle Phan. Share value and you’ll receive attention.

Monki Television Susie Bubble – My Thing from Monki on Vimeo.

Clickbait: Information overload! How can brands cut-through all the noise?

Screen Shot 2016-04-12 at 10.11.34You won’t believe the hidden message in this blog post! Or rather – there isn’t one, I just wanted you to click through and read this. But bear with me – I’m about to suggest something incredibly controversial – a never-heard-before admission by a social agency!*

As much as clickbait is the emotional catnip of our online experience and can drive consistent traffic for publishers like The Daily Mail and Huff Post who churn out multiple stories each day, it’s still hugely annoying to discover you’ve been duped by an over-excited headline promising to give you all the feels. For brands, adopting the same practice can negatively affect perception and ultimately – sales. So how can brands cut through all the sensational copy and deliver successful results without falling prey to creating clickbait themselves? How do they beat them rather than join them?

 

Platform crackdown

In the early days of social, Facebook optimised content based on engagement, meaning that if users clicked on a piece of content, it received a higher ranking in newsfeeds. In 2014 Facebook took steps to try and crack down on those gaming this ranking using clickbait, and in February this year it introduced an update based not just on what users engaged with in their feed, but what they wanted to see. Facebook’s advice is that Pages should avoid encouraging people to take action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time – meaning the latest ranking favours content that users naturally engage with rather than content that users click on through coercion.

 

Last month Instagram followed suit and announced it would alter user’s feeds to optimise the content users “care about the most”, and Twitter has also adopted a similar change (although users can opt-out and revert back to the chronological feed). The changes will hopefully make it harder for clickbaiters to game feeds with meaningless content, but the real aim for the platforms hosting is to surface more engaging content more frequently so users return often and stay longer.

 

The same goes for brands on social. If the content they produce is consistently engaging, then users will interact more frequently, leading others to discover it through preferred ranking. Ultimately, these new newsfeed algorithms exist to generate more meaningful engagement, driving not just clicks, but conversations via comments, and shares.

 

Learn and adapt

Meaningful engagement begins with relevant content that creates value for the user and the brand. While an insight-driven content strategy is key to delivering this, brands should also adapt stories and messages based on the emotional needs and behavior of their audience. This is more than just a case of ‘test and learn’ or refining what has already been done. Brands must also evolve their approach in line with new behaviors, platforms, competitors and rankings or risk being left behind by those who do.

 

A good example of a brand that does this well is Buzzfeed, who’s CEO recently shared their new strategic thinking, revealing how their objective has changed from getting users to click through to their main site to view stories, to allowing content to be consumed directly on other platforms. The new direction was prompted by analysing which content generated clicks and discovering that users prefer to consume some types of content within the platform they are already on. The company also found a discernable difference between user interactions with the same content on different platforms, demonstrating how content demand and consumption vary across sites. What spreads like wildfire on Facebook might fail miserably elsewhere.

 

Relevance is key

For brands looking to use social content to drive click-through to their site, it’s important to balance the goal of the company (clicks to eyeballs, or conversions to sales, for example) with the desire and behavior of users on different sites, and monitor response over time. Relevance is key to interaction, and brands that think like publishers will know that relevance is an ever-changing chameleon. While users are bombarded with meaningless clickbait, there is ample opportunity for brands to channel the social zeitgeist by delivering valuable content that meets audience needs in the format, time and platform that suits them. If they get this right, they won’t need clickbait.

 

At Mindjumpers we help companies and brands to think as publishers and provide end-to-end social media management across multiple markets, encompassing full social strategy, planned and reactive content creation, analysis and reporting.

 

If you’d like to find out more please get in touch.

 

*Don’t be naughty and scroll to the last paragraph – I’ve hidden the controversial part somewhere to optimize your dwell time in finding it!