Fashion and jewelry both lend themselves to easy Instagram promotion – not only is the user base interested in those two industries, but it’s also easy to create content (photos) based around your products or services. As long as you have your products (or ideally, a model wearing your products) in front of users in an attractive way, you’ll get followers, likes, shares, and comments.
But many fashion and jewelry brands often still struggle with the bottom line – aka, how to turn that following into a real promotional channel. They’re either getting too promotional and scaring off their followers, or they’re not promoting enough and their Instagram pages are just assets to “feel good about”.
If you own a fashion or jewelry Instagram page, learn from the five brands below that have mastered the art of marketing through Instagram. You can’t copy them word for word, but they’ll get you thinking about ideas for your own personal brand so that you can grow a large enough following to successfully sell to on Instagram.
Minimalist account, just like the brand
If you head over to their Instagram page, you’ll see that all of the photos have a certain vibe to them. They’re not washed with light, and in each photo, the focus is very clear – usually, it’s a model or piece of clothing.
They’re not posting majestic landscapes or anything like that. They take certain care to match their photos with the appeal of their brand – a chic, modern line of clothing that fits the modern woman.
Great descriptions accompanied by professional CTAs
Here is one example:
When in doubt put a skirt over pants, show a little bra, and have a whole lotta fun.
A #nyfw from @margaret__zhang in Tibi’s Suede Wrap Skirt—available right now at the Tibi Boutique, 120 Wooster St, Soho 212-226-5852
They set up the picture with a clever description, then lead into giving readers a real way to get the items pictured. As Tibi is an upscale brand, they don’t link readers directly to the product pages or ask for a bio click – although they do include a CTA in their biography to lead users to the New Arrivals page of the website.
Claire’s is everyone’s favorite affordable womenswear store. You can find jewelry, accessories, and even full outfits for under $10. Recently, one of the Kardashians gave Claire’s a shoutout – clearly they’ve gotten their Instagram tactics down.
As you can imagine, with less expensive products, their Instagram tactics are a bit different from what Tibi would do – but they’re still very effective.
Tibi uses its Instagram account as more of a display piece while Claire’s account is aimed towards funneling traffic back to their website.
- On user-generated photos, Claire’s will mention the item, make a comment or two about it, and then tell the user to click the link in the bio right away.
- On self-posted photos, Claire’s uses the same basic format – a quick comment or two, followed by asking the user to click the link.
Claire’s makes sure to use descriptions that are aimed at moving the user along and getting them onto the website above all else.
Fun, questions, and other posts mixed in
If Claire’s filled its Instagram feed with nothing but promotional posts, they wouldn’t be marketing effectively. But they mix in non-promotional posts – and when they’re non-promotional, they’re usually not remotely related to the brand.
For example, with the tag #womancrushwednesdays, Claire’s simply posted a picture of a model and asked readers who their “woman crushes” were.
As another example, they posted a model wearing a “U Mad?” shirt holding an In-N-Out burger – but then only asked users if they had eaten In-N-Out burgers. They didn’t actively promote the clothing in any way.
So if direct promotional material is more your style, follow the thinking of Claire’s – promotional posts counterbalanced with posts made purely for user enjoyment and engagement.
Reformation is a trendy, young women’s brand focusing on eco-friendly materials that “don’t kill the environment”.
Consistency with model shots
If you go to the Instagram page, you’ll see primarily shots of models sporting new releases from Reformation.
This goes against basic Instagram advice – shouldn’t your photos be of lifestyle shots? In some cases, yes, but because Reformation is posting model shots consistently, their followers are used to that type of material and actually expect it. (No one will follow the brand if he or she doesn’t want to see shots like this.)
Quotes and photos that relate to the customer base
When Reformation isn’t posting model shots, they’re posting pictures that will make their followers think “OMG, that’s so true”. All of them are aimed at the younger, carefree crowd.
- “I don’t need you, I have internet” in graffiti letters on a white wall
- “What did you do today? Nothing” with a young, innocent-looking model above the text
So although model shots dominate the page, Reformation still promotes its ideology with photos like these.
Nylon is a media company that focuses on fashion and pop culture. Nylon Magazine is one of their most popular departments – the Instagram page has just under 800,000 followers.
Have2Have.it integration front row and center
Unlike the other Instagram brands on this page, Nylon Magazine doesn’t link directly to its shop. Because they sell everything from notebooks to pillows to clothing, this wouldn’t be an effective way to engage users who are looking for the Magazine portion of the brand specifically (dealing with fashion).
Instead, they include a link to their Have2Have.it page at the top – here, all of their posts are displayed just like they are on Instagram, except when a user clicks on one of the pictures, he or she is redirected to the specific product link – not just the shop in general.
A vast diversification of photo subject matter
In the six most recent photos, Nylon Magazine covers…
- A model product shot
- A plain product shot (no model)
- A workspace from another department of Nylon (printing)
- A creative picture promoting the “no sleeves look”
- A quote – “I do this thing called whatever the **** I want”
- Another model shot – this time, outside and in a natural setting
If someone is a follower of Nylon Magazine, he or she is going to be interested in everything that’s included in the actual magazine. Nylon recognizes this and creates/posts its content appropriately.
Jenny Boston is an upscale boutique shopping experience with five locations in MA and CT. Unlike the other brands on this list, Jenny Boston is a smaller brand, however you’d never know it with their quality posts.
No product shots – just interaction-driven posts
As a smaller brand, you might not have the financial or time capability to take photos specifically for Instagram. And posting the same product shots that are in your actual shop is just cheesy – those are built for an online shopping experience, not a platform like Instagram.