Louis Vuitton, Gucci, Prada, Dior, Kangol: what do all of these…
There are more and more people jumping onto the influencer train every day, but few make it to the big leagues – why? A lot of factors influence which people strike gold with thousands of followers and which only reach their friends and family. Read on to find out some tried and true ways of generating followers in the fashion world.
Find Your Niche
One of the factors for success is to find your niche and stick with it. As much as you might want to influence all aspects of the fashion world, your best bet is to stick to a single style or article of clothing and dive really deep. What if you:
- Only photographed outfits made entirely of denim or
- Made the same style of hat work in a variety of situations or
- Only wore clothing repurposed from the thrift store or
- Flaunted unconventional clothing choices for scenarios suggested by your fan base?
Whatever niche you choose, you need to be passionate about it while keeping it unique and, for lack of a better word, exploitable. Influencer success depends on constant updates, so if you can’t continually generate new content within your niche, you will have a hard time staying ahead.
As well as focusing on your niche product, you should also direct most of your attention to a single form of social media – at least in the beginning. Really establish a following on whichever platform you choose, and be sure to link to your blog or website. You need to generate a lot of traffic and meaningful content on just a few platforms before you branch out so that you don’t stretch yourself too thin in the beginning.
Break It Down
Once your presence has taken off, don’t sit around wondering what is working. Three words: break it down. Look through your platform’s analytics (most social media sites have an analytics tool), and see what content people are viewing, liking, and sharing most often. Scrutinize that content and try to replicate the successful aspects in your later posts.
Similarly, ask your fan base for feedback, and listen to it. They are most likely more than willing to share what they like and what you should do better. Read through the comments and look for suggestions that you can incorporate into future content. You don’t have to reinvent the wheel – the paths to improvement are likely already out there.
Schedule It Out
Social media demands constant content, so you need to schedule out your plan far in advance. That doesn’t mean that your schedule is set in stone – you can change things as the opportunity arises – but you shouldn’t be flying by the seat of your pants either.
Start by creating a spreadsheet that is broken down into yearly, monthly, weekly, and daily goals. Ask yourself the following questions:
- Who are you trying to attract?
- What do you want your followers to know?
- What do you want to accomplish?
Prepare a small stockpile of quality content before you start posting, and then set your social media platform to auto-post while you keep writing for future posts. Don’t be afraid to be spontaneous, but everything you do should fit within the parameters and end goals that you set for yourself.
It can seem like you’re drinking out of a fire hose when you are putting together your campaign, but start with the small things. If you have a spare moment, take some time to reply to things people have commented on. Reach out and build relationships with both your followers as well as other influencers in your field. Post snippets of your day, and write reviews for products that you’ve tried. Of course, the big things like quality photos and content are crucial, but the little things can really add up in your favor.
Your content is crucial to creating loyal followers, so make sure that it is high quality. If you wouldn’t pause to read it yourself, you can be sure that potential followers won’t either. Generate content that is well-written and slightly controversial or provocative, and make sure that you put it out consistently. This will get you off to a great start.
Connect, Connect, Connect
The best possible thing that you can do to generate a large following is to connect to your audience. Go out of your way to develop relationships with the people you are trying to influence, and other people will notice. Some ways that you can connect with others include:
- Commenting on other people’s websites, blogs, videos
- Hosting giveaways
- Uploading Instagram stories that show a behind-the-scenes view of your life
- Scheduling webinars
- Responding to comments
- Being honest
- Reaching out to other influencers
- Getting to know your audience by asking them questions, looking for feedback, replying to followers’ comments, and holding Facebook/Instagram polls
Becoming a fashion influencer is guaranteed to take a lot of time and energy (at least at the beginning), so just come to terms with that fact. If you’re not willing to put yourself out there and constantly monitor the ever-changing world of fashion, you’re probably not going to succeed in the already crowded influencer market. You need to put your nose to the grindstone and be patient. With quality content and a little bit of luck, you’re in a good spot for success.