Why Your Visual Content Needs to Use the Show and Tell Strategy
It goes without saying that from a branding and marketing standpoint, fashion is all about the visuals. It's about building a dream, connecting with your target and invoking an emotion that is so powerful that price is secondary. That's why social platforms like Pinterest, Instagram and Tumblr reign supreme these days. However, when you're posting a photo of your collection or a real-time moment, it's important that those visuals are accompanied with written content so you give your audience the full show and tell experience.
There are several reasons why you may want to consider strategy. Descriptions allow your fans to understand what you're selling and a little bit of explaining goes a long way. For example, if you're posting a photo to Facebook, be sure to provide information about the product such as the name, color and features along with a link to where they can get it. It doesn't need to be, and shouldn't be a hard sell either because consumers are savvy and don't want a photo to feel like an advertisement, but it has to include enough information to pique their interest.
On Facebook, Burberry introduced their Britain Limited Edition Trench Gold watches. They explained that there are 50 individually numbered watches for men and women in a case of 18 carat gold. They also added a call to action by telling consumers to discover the collection by including a link to the items.
The same type of effort can be applied to Instagram. While a user may not be able to click a link, a pithy description in your brand's voice that informs them is still important. Plus, people can always Google your brand name to learn more, but providing that detail makes products easier to find and interesting.
There's also the tagging part of social media. Now, there are of course, some brands that like to to add a plethora of tags to their photos especially on sites like Instagram. Instead of doing that, try honing in on and consistently using a few key ones like fashion, emerging designer and womenswear to help with search, make your brand synonymous with certain categories and allow you to see what's trending for that topic. And, if you use a proprietary hashtag like Burberry's #ThisisBrit for your brand, you can gain valuable consumer insight and be connected to the conversation.
In the end, remember that it's about taking your customer on a journey. So, the next time you post a photo, ask yourself what you can do to keep that consumer connected to your brand.
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