An Instagram account must have personality, consistency, and engagement, with a few other factors sprinkled in. For brands on Instagram, it’s important to find a balance between being a brand with incentive and a leisurely active account. An account that uploads too many photos is annoying, but an account that uploads too few photos is pointless. There’s an art to Instagram, and these fashion brands have it down to a science.
1. Free People
Not only does Free People's account display the brand's merchandise in a fashionable way, it also adheres to the brand's overall aesthetic. In addition to uploading pictures of the apparel, Free People uploads inspirational sayings and scenery that complement the brand's personality. When Instagram users mention the brand's hashtag, #fpme, the images are populated on the Free People website so customers can purchase the outfit.
Similar to Free People, Nike photographs merchandise on a landscape to make the images more appealing to the eye. Almost all of its uploads are action shots with inspirational and motivational captions, aligning nicely with the personality of the Nike brand.
Converse can't take all the credit for its uploads; the brand consistently posts user-generated content from customers. The posts it selects fit the brand's aesthetic and personality.
The Zara team seems able to forecast fashion trends, and it publishes these predictions on its Instagram account. Its merchandise is based on fast-fashion trends. Even the most fashion-forward consumers may have a hard time knowing what to pair the clothes with, so Zara uploads daily outfits with the reference number of each article of clothing. Zara's followers can go directly to the website to purchase the products.
Burberry does a great job of creating a digital presence, regardless of the high price of its products. It's a 158-year-old, traditional, classic brand, but it keeps up with the times. Burberry hosts social media campaigns and livestreams its fashion shows. The focus of Burberry's photos is not completely centered around the products; it's centered around the lifestyle associated with the brand.
What are your favorite fashion brands to follow on Instagram?