This post is guest authored by Sheila Frye
The online fashion scene grew by leaps and bounds thanks to social media.
Pinterest is also popular due to how users can pin images they like onto their boards.
Meanwhile, Snapchat is both the newest and with the most amount of potential due to both its popularity with younger demographics and its “Live Stories.”
However, there are certain things you have to understand when it comes to advertising in social media before you can make good use of it for your fashion site.
It depends on which social media platforms you decide to focus on and what kind of audience you’re trying to target.
Advertising on various Social Media Platforms
Both Facebook and Instagram let you have your own advertisements that can show up for users who have shown interest in a specific topic such as fashion.
High-quality photos are most useful here, but hashtags and videos are also applicable. You can set rates depending on how much budget you have in proportion to the reach and the places where you want the ad to be seen.
Pinterest lets you turn a Pin into a Promoted Pin, letting you decide who gets to see it and pay for either engagement or visits to your site.
Meanwhile, advertising on Twitter can be for attracting new followers to your Twitter account, converting impressions into traffic, or generating leads.
You can determine your campaign budget, letting you adjust according to how much you’re willing to spend for reach.
Snapchat has Discover ads that are the most expensive, starting at $50,000. Then there’s Sponsored Lenses that are also pretty expensive, as well as Nationwide Sponsored Geofilters and Snap Ads that are newer offerings.
They’ve also recently launched new ads that allow deeplinking, letting you ask users to download an app or visit a website outside of Snapchat, which can be valuable for driving traffic.
Metrics and Key Performance Indicators (KPIs)
There are plenty of metrics and KPIs that analytics like to throw at users, but plenty of people find it hard to parse through that information.
In the case of social media ads, there are only five that you really need to pay attention to in order to get a sense of whether your ad campaign is doing good or not.
Volume is the most basic social media metric. It lets you know how much interest your campaign is getting, counting how many people are talking about your brand. You can track changes of volume over time, letting you know whenever it takes a dip so you can adjust and see if you can bring it back up.
Reach is how far a social media post or conversation has spread. This metric helps with understanding how far your brand can go in terms of potential audience size, letting you have realistic expectations of your brand’s current potential.
You can then see the percentage of people who actually engage with your content compared to your reach, letting you know how many people who see your content are actually interested.
Engagement is perhaps the most important metric of them all, letting you know how many people interact with your posts, whether it’s through likes/favorites/reacts, comments/replies, shares/retweets, or so on.
Influence is fairly nuanced and often misunderstood, but it’s basically how good a brand is at encouraging its audience to engage.
Finally, Share of Voice is how much of conversations within your industry or niche is about your brand. It lets you know where you’re at in your industry and compare with your competitors’ levels of success.
Targeting with Your Ads
To maximize the effectiveness of your ads, you’d naturally want it to only be seen by people who may be interested in your content.
Also, you’d want to focus more on people within your geographic location as opposed to going for a much wider spread since it’d be a lot cheaper and more logical to advertise within your country or area.
Doing so can potentially yield a better result for your ad campaign and can be done through either during creation of the ad or your ad dashboard.
Complement Social Ads with Organic Search
There are various ways you can supplement your ad campaign with organic search in order to get more out of it.
Using hashtags is one of the most effective ways to do this, especially if that hashtag is trending at the moment.
You can also engage with social media communities within your niche and partner/collaborate with personalities or influencers with huge followings in order to expand your reach and increase your visibility.
The Importance of Images in Social Media Campaigns
As mentioned above, the use of high-quality images is important in social media ads as people respond best to visuals.
Especially since fashion is predominantly visual, images are important.
You need to have your ads tell a story through your photos, which can then potentially drive users to engage with your content. They may even share it to others and greatly extend your reach.
Fashion sites can benefit much from social media, especially when a brand garners a following through consistent posting of content and interaction with other users.
By taking the next step through putting up social media ads, you’re making yourself ready for an influx of people who are interested in fashion and with what you’re doing and have to offer.
Author Bio: Sheila Frye is a writer. She has written articles about web design. She is also an eCommerce consultant and her duties include online marketing and content creation for eCommerce websites.