Hello and happy new year! I hope everyone had a great break and are ready to start 2019. If you’re feeling blue, remember January sales are still on. Maybe a little retail therapy can ease your mind and forget about going back to work, university/school or life.
In today’s blog post, I will be exploring how social media has been transformed into the perfect marketing tool for retailer and brands. It is no shocker when I say this because in nearly every Instagram feed there is an influencer or celebrity promoting clothing or products with their iconic discount code.
Why do retailers and brands use social media?
It is pretty simple to why companies use social media to showcase their products. The cost of advertising on traditional platforms, for instance, TV, Magazines, Billboards, and Posters can be painful. Advertising on TV is effective but at a cost. A 30-second ad during ITV’s breakfast schedule between the likes of Good Morning Britain or Lorraine costs between £3,000 to £4,000 on average. For a daytime slot, ads of the same time length come in at £3,500 to £4,500, while a peak rate alternative can cost anything from £10,000 £30,000. Yes, you read that right. Expensive right? Billboard advertising fee is £200 a week but can vary depending on the area and the exposure. Obviously, if you wanted to advertise in Times Square the price will rise dramatically. Are you ready? It can cost between 1.1 million to 4 million a year. Yes, MILLIONS and you thought TV advertising was expensive. However, the price you pay does give enormous exposure, on average 330,000 people pass through the famous tourist attraction.
However, companies are thankful for social media. Because the platform is free. This makes it a prime tool for companies to employ. Technology has allowed brands and retailers to maximise their profit if done successfully. Alongside the media platform being free of cost, another factor to why the platform is effective is because of the number of active users that are drawn in. Facebook has 2.23 billion active users. While Instagram has 1 billion active users and is expected to catch up with Facebook in near future.
The social media queen’s
We all know this clan. If you don’t then you may have been living under a rock. Every social media platform you tune into, you can’t seem to escape from this family. The reality stars are one of the most influential people in today’s society. Kylie Jenner is ranked 1st in the Top 10 Most Powerful Celebrity Fashion Influencers by Harper’s Bazaar, followed by in second place was her sister Kim Kardashian. Combining all the sisters Instagram followers there are a whopping 504 million users. That follow their accounts and that number is set to rise. That is also to equivalent to half of Instagram’s active users. THEY ARE A BIG DEAL. This makes them the ideal marketing tool for companies to collaborate with and promote their products. Anything the Kardashians wear, retailers are quick to create an affordable replica to sell to the mass.
An example of a brand that copy celebrity fashion is Fashionnova. It is a prime example of an Instagram brand. The company has risen and has become popular due to the clothing resembling celebrities fashion. People love it, all 14.1 million who follow their Instagram handle. Why is it so popular? Well, consumers are becoming invested in their appearance. It’s tough to hear it but digital technology such as social media has made society become superficial. Not that is entirely a bad thing, but some extent it can cause some harm, such as body issues and self-confidence. People are eager to look and dress like influencers. This is due to what the mass see on social networks and this is why brands like Fashionnova have become successful.
Kylie Jenner Instagram (left) and Fashionnova replica posted on their Instagram (right).
Secondly, the brand is leading and dominating fast fashion. The term is used by fashion retailers to express that designs move from catwalk quickly to capture current fashion trends. This work ethic matches with current consumers attitudes. Due to technology’s impact on the fashion and retail industry, it has forced brands to quickly produce new, current trends in a limited amount of time. Fashionnova has become one of the most popular fashion brands, in 2017 the company made $399.9 million dollars. Fashionnova is thriving due to their digital embrace. This is done by frequent content being uploaded, competitions to win freebies and collaborating with popular celebrities and influencers.
Cookies, What do they actually do?
Cookies are messages that web servers pass to your web browser when you visit Internet sites. Your browser stores each message in a small file. This has become an important marketing tool for brands. You probably have been scrolling on social media and have suddenly come across items that you have searched prior. It can be freaky but it is a clever way of advertising. It is a personalised advert of the products that you have viewed. This makes it effective because the mass can see discounted price of what they have viewed which encourages them to purchase.
Instagram reported that one in three users buy items through the app due to followers coming across companies and being appealed to them. Are you that user, if so let me know. I want to hear about your experiences. Drawing to a close with today’s post, I hope you enjoyed and found somewhat interesting. If you have any questions comment down below or find @TH3R3V0LUTI0N on twitter and tweet me!