By EMILY SANDBERG
The world of fashion and beauty brand marketing has changed from billboards to Instagram ads, and making the cut can be difficult.
You need to be everywhere, all at once. Without being seen, you’ve missed the mark.
I’m going to introduce major social media marketing contenders who offer their own unique take on the stylish social media solution.
You’re going to need inspiration for your initiatives, and what better way to learn and grow, than to see how the pro’s walk the walk, and talk the talk?
Glossier has been taking the world by storm with their unforgettable Facebook video advertisements. They know their audience, know their product, and know what videos get the views.
Glossier got their start with Into The Gloss. As beauty editors, they’ve tried everything–what worked and what didn’t. With that knowledge and experience under their belt, they made Glossier.
“The first ingredient of Glossier makeup is you. It’s makeup you wear, not makeup that wears you.”
That unique value proposition alone engages consumers in a sea of loud and bright, with something more subtle. Their fresh-faced, natural, pastel pink, dewy aesthetic is on-brand and on-point. They maintain the same consistency across their website, Instagram account, Facebook page, and Twitter page.
With their most highly viewed Youtube video clocking in at 1.5 million views, their Facebook page offering an astounding 163k likes, their Twitter page slaying at 48k followers, and their Instagram presence dominating at 851k, it’s easy to see that Glossier is taking the social media world by storm.
By maintaining a consistent brand-feel and tone–and having great products–Glossier remains a cut above the competition.
Zara remains a staple of fashionistas everywhere. With their high fashion appeal, and ready-to-wear prices, the fashion giant maintains peak form across all social outlets.
Zara is a Spanish clothing and accessories retailer based in Arteixo, Galicia. The company was founded in 1975 by Amancio Ortega and Rosalía Mera. It is the main brand of the Inditex group, the world’s largest apparel retailer.
Zara is everywhere you look, and everything their customers want to be. They provide fashion-forward aesthetics, and rely on imagery over text to sell their stylish fashion lifestyle brand.
The landing page of their official website relies on no gimmicks. Just you, the look, your language and location. Zara speaks for itself.
Their classically cool, experimental Instagram account allows a peek into new design trends. With typography playing a key role, and video pushing their brand-voice forward, Zara’s Instagram presence hits new heights with over 23 million fans.
Zara’s Twitter profile nets them a staggering 1.28 million followers. And we can clearly see from the picture below that they carry forward their aesthetic vision across all their platforms.
Astounding us at over 26 million fans on their Facebook page, Zara knows how to command a following. They even employ a unique tactic by featuring a video as their Facebook header image. Something that is rarely seen, and even more rare–done well.
Zara knows that moving pictures pull people in. And again, we see that they carry their website’s main aesthetic across every platform.
With consistency, video, and an image-first social media marketing strategy, it’s clear that Zara comes out on top.
3. MAN REPELLER
Man Repeller offers a different take on fashion, brand, and style. It’s your premier place for style, life, and fashion advice. Man Repeller delivers on content, and delivers on aesthetic.
Originally a blogging platform, Man Repeller has branched out into working with Neiman Marcus and Miu Miu. They feature sales in their email newsletters and their shop page, garnering exposure for other brands with their large reader-base.
Man Repeller’s eclectic style has netted them 1.9 million followers on Instagram alone. Their content-centric presence brings in 387k fans on Twitter, and 339k likes on Facebook.
Their massive content-focused, and aesthetic fueled branding choices bring big numbers to major fashion retailers. Man Repeller promotes products throughout their website, with quirky, cheeky opinion pieces.
Certainly a brand to watch, Man Repeller relies heavily on writing. This is where they shine most. Paired with great aesthetics, Man Repeller truly shines above the rest.
ASOS owns the social media style sphere with fashion and beauty for both men and women. Their aesthetics update constantly, but they maintain their playful, multifaceted face across all social channels.
Asos.com is a British online fashion and beauty store. Primarily aimed at young adults, Asos sells over 850 brands as well as its own range of clothing and accessories.
Your one stop shop for everything fashion, ASOS pulls in 6.5 million followers on their Instagram account. ASOS is cheeky, quirky, and unafraid of truly unique style choices. They define trends and defy stereotypes. And their audience loves them for it.
Multicultural and stylish as all hell, ASOS’ landing page features people of all shapes, sizes, and backgrounds. They have great fashion finds for everyone, and they’re loud and proud about their variety.
With 5 million fans on Facebook alone, ASOS knows how to engage their consumers. They also employ a video as their header image, like Zara. A new, lush, enticing trend that stands out amongst the crowd of flat headers.
As for Twitter, ASOS carries over their Instagram aesthetic with dark, saturated color. Their followers love it, as shown by the 1.05 million fans they have on Twitter, alone.
They also support humanitarian efforts, which shows a softer side to the brand behemoth.
By tapping into their greatest strengths–variety, choice, aesthetic, and authenticity–ASOS wins with social media marketing. By supporting others, ASOS is a brand worth buying, and a brand worth watching.
Aerie is one of the most celebrated brands on social media. Supporting body-positivity and diversity, Aerie has a roster of beautiful models from all walks of life. They’ve proven that socially conscious is the way to go on social media.
Aerie, stylized as aerie, is a lingerie retailer and intimate apparel sub-brand owned by American Eagle Outfitters. In addition to lingerie such as a wide variety of bras and other undergarments, the aerie line also sells dormwear, active apparel, loungewear, accessories and sleepwear. They have a multitude of sizing options.
But that doesn’t begin to explain the impact that Aerie has had on social media. Not even close.
Aerie’s Instagram presence has 753k dedicated followers and counting. And with good reason. Their body-positive and diverse approach to lingerie and other garments has gained critical and national acclaim.
“Aerie Real” is a body image campaign that was launched by aerie in spring 2014. AEO released news that it was going to discontinue using supermodels and digitally retouching its models to encourage positive self-image.
The #aeriereal hashtag was created as a result of this campaign, and the campaign alone increased profits for the company by 20%. The hashtag is still being used to this day, even though the campaign was released in 2014.
As part of this campaign, aerie became the first national retailer to sponsor the National Eating Disorders Association (NEDA).
Social consciousness goes a long way to brand visibility. Aerie did it right, and continues to reap the benefit of improving the body image of women everywhere, and increasing exposure with every tweet.
With their Twitter following at 105k, and their Facebook page at almost 2 million fans, Aerie knows just how important social media is for a fashion brand’s exposure.
And they know that women of all shapes, sizes, and ethnicities want comfortable, affordable lingerie and fashion choices.
These 5 fashion and beauty brands slay the social media competition in social media style. Their examples of excellence can help you get started on your own stylish social media journey.
But what about real-life tips, tricks, tactics and strategies? You’ll have to stay tuned for my next installment, “7 Unique Social Media Strategies to Slay Fashion Marketing”, to find out more.
also published in TWICE SOCIAL’s blog. #SUPERMODELBLOGGER