What looks good is on Instagram! Fashion brands found a killer way to serve looks on Instagram as they slay followers one post at a time. And there’s a good reason. A Shopper Story report stated that 70% of US shoppers often make impulse purchases online. In fact, Instagram’s director of fashion partnerships has stated that fashion fans follow at least 100 fashion brand accounts. According to a direct marking agency Omnicore, in 2019 Instagram generated $20 billion in advertising revenue.
These brands are doing more than just clothing feeds on Instagram or developing mobile apps for fashion fans to stay up to date with their new items. They are using videos and pictures extensively to tell their brand stories. One of their mantras is to engage in commercial video production in order to trigger sales and brand advocacy. Several agencies and commercial video makers are now looking at some of these fashions brands to derive ideas and thoughts about visual engagement.
You will see why we chose these five:
#1: Burberry: A Bit of Everything
The label that taught us the ‘Art of Trench’ found its true soulmate in Instagram as is evident from its feed. Burberry literally makes followers crave its clothes and accessories. And how! The company regularly includes backstage action of fashion shows through commercial video production displaying models, designers, and make-up artists either around or wearing one of its collections. The stalwart fashion label never misses spotlighting celebs wearing its apparel. But here’s what makes Burberry truly the king of Instagram Fashion Feeds – they try to attach a new product launch with a cause or a statement beyond fashion.
Follower Count: 18.4 million; Average likes: 25k+
#2: Nike: Motivation is Still the Key
Being a sports fashion brand, Nike continues to use ‘motivation’ and ‘fitness’ to get the attention of buyers and followers. True to its original strategy of selling the idea of fitness and not really its product range, Nike’s Instagram feeds are full of shout-outs to professional athletes and inspirational posts for anyone who needs to ‘just do it. What’s noteworthy is that Nike rejoices in the achievements of not only the celebs but also of regular people. Another takeaway from Nike’s feeds is how video-oriented the brand is since the core of its product range is ‘action’. Through the production of these commercial yet touching videos, Nike is truly speaking to its fans visually.
Follower Count: 177 million; Average likes: 2 million
#3: Boss: Lead the Way in Style
Boss’s strategy on Instagram is simple – it’s all about creating original and engaging content. Boss seems to know how to keep its audience interested. Their masterstroke is beautifully explained in their Bio – Lead the Way in Style with Boss. They often feature photographs of their team wearing their own labels on streets, inside buildings, or during the events. This adds so much zing into their feed narratives because followers like to see relatable people in their own element. Oh and you can shop right from the feed. Good job Boss!
Follower Count: 9.2 million; Average likes: 10k+
#4: Calvin Klein: Their Calvins
Take a deep breath and digest this: Calvin Klein’s hashtag #MyCalvins – a campaign theme from the 80s – generated more than half a million posts on Instagram. This means all this endorsement was purely organic. The marketing is smartly and tightly embedded through posts of celebrity collaborations but most of all, Calvin knows how to talk to its fans and followers.
Follower count: 21.6 million; Average likes: 120k+
#5: New Balance: We Got Now
New Balance is ranked # 2 among the top fitness brands for sharing inspirational content.
What to learn from them: Create content around topics that analyze your customers' pain points; Induce emotion; start an IGTV channel with new videos that will be useful to the audience.
Follower count: 6.4 million; Average likes: 30k+