The power of social media

Social media for marketplaces is the digital equivalent of word of mouth. It builds brand awareness and loyalty. For a brand to be successful, it needs to be visible. This means taking part in marketplace advertising campaigns and being the brand that pops up the most.

One of the latest ways social media creates interest to leverage sales is through influencer marketing. There is a direct connection between influencers and their followers on social media platforms such as TikTok and Instagram. This strategy is far more successful than standard print media advertising as it creates mass brand exposure. Brands pay influencers or give free clothing in exchange for positive reviews and lifestyle photographs of the influencers wearing the brand.

Customers want to see real people wearing the items they’re considering buying. Whilst models have a place in the fashion industry, diversity is widely accepted today Modern fashion is about self-expression and being an individual, not being worried about size, race, or skin colour. Influencers have the power to project these characteristics onto fashion brands.

Pinterest is a popular visual platform. An interesting figure is that 86.2% of Pinterest users also use Instagram, providing a reason for businesses to promote on both platforms. Pinterest encourages users to create boards where they can save their favourite pins, such as summer outfits or holiday clothes. This offers a valuable marketing opportunity to tap into to boost sales.

Advertising by fashion marketplaces on social media also creates awareness. However, the brand must act appropriately for the platform it uses. A brand targeting clothing for 40–50-year-olds is less likely to gain followers through advertising on TikTok or Snapchat than it is on Facebook. This demonstrates the need for fashion brands to understand their target market and the marketplace where they are considering placing their advertising.