Take a glance at a fashion Instagram feed, or scroll through a personal style blog. It is easy to see why the digital influencer tactic is effective at building a clothing brand. Fashion Instagrams feature colorful clothing accompanied by a witty phone caption, while blogs may include posts featuring clothing ideas for a tropical vacation. The posts are interactive and fun, and provide great ways for brands to gain exposure.
Not all digital influencers are cut from the same cloth. The key to staying relevant in today’s social media-fueled world is finding the right digital influencer for your fashion brand. Here are three things to remember when picking the right digital influencer for your clothing company:
1. Remember your audience
It’s easy to get lost looking for the right digital influencer when there are so many options. While swimming through the vast amounts of social media accounts and personal style blogs, it is key to remember the audience you are targeting with your fashion brand. Louis Vuitton would not use the same digital influencer that Old Navy would.
Look for a digital influencer that matches your clothing company’s style, taste, and the kind of customer you are trying to attract. For example, a digital influencer that has an edgy punk style, would not be the right fit if your company is marketing bohemian-hippy style clothes. Targeting the right audience is important because brand awareness is not enough if it fails to translate into consumer action.
2. Choose the right platform
Once you have a clear idea of the kind of digital influencer you want to feature your fashion brand, you must distinguish the most effective platform to reach your target consumer. It is important to choose a digital influencer with the right platform for your brand, not just the one with the largest following.
Personal-style blogs, Instagram pages and YouTube channels provide excellent ways to reach consumers. These platforms are both interactive and largely visual— key components to engagement. Engagement leads to a higher rate of action and can lead to an increase in sales.
3. Stay authentic
The idea behind using digital influencers is that earned media has a higher trust rate than paid media. Choose a digital influencer that genuinely cares about your product. Paying an influencer to endorse a product is not the way to go because consumers will not trust their opinion of your brand. Their opinion should be organic, without monetary bribes.
Consumers will believe in your product if they know that the digital influencer is sincere with their recommendation. Remain transparent with the digital influencer if compensation is provided in anyway, as well as your consumers when choosing the right digital influencer to feature your product.
What makes digital influencers effective is that they are authentic. Digital influencers are relatable because they are just normal people that happen to write blogs or post their lives on Instagram. Bloggers and Instagrammers are effective at building relationships with their audience, and building a degree of trust. Their audience looks to them for advice and opinions. Getting featured by a digital influencer gives your brand added value: your brand is meeting the needs of those who visit the digital influencer’s site.
By: Marissa Handerhan, Content Strategy & Communication Intern