By Casey Danton
New York Fashion Week (NYFW) has descended upon NYC with a flurry of designer duds and fashionistas. This season, the public hasn’t had to feel totally excluded. From live streams of shows, to drones hovering above the Rebecca Minkoff runway, it is easier than ever to get a "front row seat" to the hottest shows.
Twitter has been abuzz with live updates including street-style snaps, backstage content and even content from the shows. Tweets mentioning “fashion” have risen 17 percent from August 2014 to August 2015. Twitter is aggressively trying to capitalize on the fashion conversation. The hashtags #NYFW or #FashionFlock will even auto-populate cute, fashionable custom emojis through September 17.
And it doesn’t stop there! Twitter has set up Tweet Cams that snap photos and send them to Twitter users who use a specific hashtag at certain events. They've also created a Twitter Mirror which allow attendees to snap a selfie that can be broadcast from the event.
Periscope, Twitter’s live streaming app, is being used to share what's going on at New York Fashion Week. According to SocialBakers, NYFW designers have shared 47 Periscope live streams since the start of the week. 40 years’ worth of videos are broadcast to Periscope every day, with fashion being one of the network's most popular categories. Some designers have been live streaming shows since as early as 2009 with a hefty price tag of $20,000 for the necessary tech and camera work. But many may make the switch to Periscope because it is free. Twitter has been referring to Periscope's presence at fashion week as #fashionunfiltered due to its lack of editing and capability for real-time access, which makes it more authentic. Case in point: At the Desigual show, two models strutted down the runway with a selfie stick live streaming straight to the app.
According to Instagram statistics, posts about the Spring 2015 NYFW were liked and commented on more than 140 million times from February 12, 2015 to March 12, 2015. This season's activity can be expected to eclipse those numbers. Hashtags such as #NYFW, #FashionWeek and #MBFW are ablaze with daily image updates and regrams from the designers. Instagram has implemented a special section to their Explore page called The Best of Fashion Week Updated Daily by @Instagram, where users can click to be immersed in some of the best content coming out of #NYFW, including daily updates and selective curation. The designer Misha Nonoo has even shirked a traditional catwalk in favor of an “Insta-show” this season. Looking for more buzz? Check out this real time heat map of Instagram posts that include the #NYFW hashtag.
Snapchat is producing two official NYFW stories that you can watch on September 13 and September 16.
What can we learn from the increase in social media use at New York Fashion Week? Live streaming and behind the scenes access is opening doors for people around the world. If your brand isn’t using these networks, it may just be time to give Periscope a whirl!
How does your brand use social media at live events?