Beyond the Grid: Social Media Strategy Is More Than Pretty Posts

Social media can easily feel like a full-time job—because, let’s be honest, it is. For fashion brands, managing social platforms means more than just choosing the right filter or posting perfectly posed flat lays. Yet too often, social media is treated like a curated mood board: aesthetically pleasing, but ultimately ineffective.

The truth? Pretty posts alone don’t convert. A visually stunning grid without a strategy, data, engagement, or direction is just digital noise. If a brand wants to see real ROI from social media, it needs to go deeper.

In 2025, the stakes and competition are both higher than ever. With over 85% of Gen Z and 72% of millennials reporting that social media influences their purchase decisions, brands can’t afford to wing it anymore. The fashion brands making the biggest impact on social aren’t guessing—they’re working with a plan that combines great content and thoughtful strategy. Let’s break down what actually matters when building a social presence that fuels brand growth, community, and conversions.

Aesthetic Alone Isn’t a Strategy

There’s no denying that fashion is a visual industry. The look and feel of your brand matters—but visuals without meaning don’t build trust or drive results. A beautifully curated Instagram grid might earn a few likes, but if there’s no context, story, or call to action behind the post, it won’t do much else.

Aesthetic should be used to support a brand’s message—not cover up the lack of one. Fashion brands must focus on clarity, consistency, and storytelling that aligns with their voice and values. The grid is just the beginning.

Pro tip: Think of your feed as your storefront. A great window display can can stop people in their tracks, but what’s inside the store—how you show up, what you say, how you serve your audience—that makes people stick around.

Strategy First, Always

Before a post is published, before a caption is drafted, and long before content is batch scheduled—there should be strategy.

Every post should serve a clear purpose: to drive awareness, spark engagement, or inspire conversion. Without this clarity, content becomes filler.

Strategic social media marketing starts by asking:

Who is this content for?
What action will customers ideally take after seeing it?
How does / can social media support our larger business goals?

Strong strategies are built on clear content pillars, a consistent brand voice, and a mapped-out funnel that takes customers from discovery to decision. Whether you’re posting a behind-the-scenes Reel or sharing a founder Q&A, every post should connect back to the bigger picture and cohesively build a fashion brand’s story in the mind of the target consumer.

Data Is the Feedback Loop You’re Ignoring

Social media algorithms aren’t your enemy—they’re your mirror. They show you what your audience responds to. Instead of guessing, smart fashion brands are using analytics to guide decisions and optimize content.

Metrics that matter:

Engagement rate: Are people connecting with your posts?
Saves and shares: Are you adding value worth remembering?
Link clicks/swipe-ups: Are people taking action? What actions are they taking?
Conversion rate: Are they buying? And if so, where (on socials? on the ecomm site?)

Rather than chasing vanity metrics (like counts that don’t convert), look for patterns across top-performing content. The data will tell you what your audience wants more and less of—if you’re paying attention.

Not Every Post Needs a CTA

CTAs—calls to action—can be powerful tools to drive traffic, boost engagement, or prompt conversions. But not every post needs one.

Remember that sometimes the goal is connection, not immediate conversion. Posts that educate, inspire, or share behind-the-scenes moments can build trust and brand affinity without asking for anything in return.

Use CTAs strategically when you’re promoting a product, launching something new, or driving engagement. Keep asks to the audience clear, relevant, and action-oriented—but don’t overuse them, because when every post feels like a pitch, your audience tunes out.

Pro tip: If the post delivers value on its own, it doesn’t always need a next step. Sometimes, that genuine connection should be the goal.

Community Is the Point

It’s called social media for a reason.

The brands winning right now aren’t the loudest—they’re the most engaged. They’re showing up in their DMs, commenting like real people, sharing their followers’ content, and listening to feedback in meaningful ways.

In fact, 71% of consumers say they’re more likely to recommend a brand after a positive interaction on social media. That’s not just brand love—that’s brand loyalty.

Ways to build real community:

Reply to comments like a human (not a copy-paste bot).
Repost and celebrate user-generated content in a way that authentically works with your overall strategy.
Share behind-the-scenes moments to build intimacy.
Ask for opinions—and respond thoughtfully.
Be open to feedback. Serving customers requires listening to customers.

Pro tip: You don’t need a huge following to build a powerful community—you just need to genuinely show up for the one you have and grow from there.

Cross-Channel Planning > One-Platform Burnout

Let’s be real: Instagram alone isn’t going to carry your entire social strategy. Today’s consumers are spread across platforms—and they engage differently on each.

Don’t repost the same video on every channel and hope for the best (consumers can tell when you’re phoning it in). Tailor your content to each platform’s strengths:

TikTok: Short-form video with personality
Pinterest: High-res visuals and mood board energy
Threads: Thoughtful or punchy conversations
LinkedIn: Founder stories and business insight
Email: Intimate and direct storytelling

Also? Don’t forget your website. A strong content ecosystem connects social to email to e-comm and back again—maximizing ROI without burning out your team or exhausting your audience is imperative.

The ROI of Getting It Right

Brands that treat social media as a business tool—not just a visual platform—are seeing serious returns:

39% of customers say they only trust brands they’ve interacted with on social media.
86% of consumers say they’ve made a purchase in the past month after discovering a product online.
Gen Z? 85% report social media influences their buying decisions.
Boomers may be less active on Instagram, but 52% still rely on online reviews to guide their purchases.

Translation? No matter your audience, your social presence matters. And strategy drives results.

The 2025 Social Playbook: Best Practices That Work

If you’re trying to get smarter about social, here’s what’s working right now:

Post with purpose. Every post should connect to a clear brand or business goal.
Engage like a human. Reply, listen, show up. Don’t automate your entire personality away.
Ride trends selectively. Yes to staying current. No to trying every TikTok challenge that doesn’t align with your brand.
Know your audience. Stop guessing—use social listening and analytics to find out what they actually care about.
Test, tweak, repeat. Your strategy should evolve based on data, not instinct alone.
Balance value and promotion. Think 80% value-driven content, 20% direct promotion.
Use analytics (not just your gut). Know your top-performing formats, platforms, and times.
Optimize by platform. What works on Threads might flop on TikTok.
Stay ahead of algorithms. Know how they work. Adjust when they change.
Crisis-proof your plan. Have a response strategy ready for the unexpected.
Repurpose smartly. Turn one great piece of content into five—without diluting the message by being strategic during the creation process not just editing.

Final Thoughts

The fashion brands seeing the biggest results on social aren’t just posting—they’re planning. They’re listening. They’re connecting. They’re testing and adjusting. And they’re using every post, story, and campaign to move closer to their business goals, not just posting pretty pictures based on vibes.

A beautiful grid might get a scroll or a save. But strategy, community, data, and clear calls-to-action? That’s what drives growth.

And if you’re ready to turn your feed into a fully-functioning growth engine?
That’s where Pink Sheep Publicity comes in. We don’t just make things look good—we build strategies that work. Let’s talk.

The 2025 Social Media Trends Fashion Brands Should Know

Social media and fashion are more intertwined than ever before. Platforms like Instagram and TikTok (though its future remains uncertain) are evolving into full-fledged shopping hubs, where shoppable posts, live shopping events, and augmented reality (AR) try-on features make it easier than ever for consumers to discover, try on, and buy pieces without ever leaving the comfort of their home—or the interface of the app. But as many brands double down on paid influencer collaborations, lean into user-generated content, and chase algorithm-feeding engagement to stay relevant (expending money, time, and resources in the process), shoppers are demanding more transparency about where their clothes come from, the impact they have, and whether the marketing claims (and the products they’re selling) hold up.

As an ethical, sustainable, and/or independent fashion brand trying to navigate 2025, it’s easy to get overwhelmed, so Pink Sheep Publicity is breaking down the tips, tricks, and time-wasters to know to optimize your social media marketing strategy for 2025.

Cultural Fluency Is No Longer Optional

Fashion brands cannot afford to speak at their audience anymore. It’s time to listen and learn! Brands need to be fluent in the cultures and mediums they’re engaging with—understanding trends, social movements, and consumer values in a way that feels natural and respectful to your audience is a nonnegotiable. Cultural fluency in social media means crafting content that resonates authentically with different demographics, avoiding tone-deaf campaigns, and fostering real connections that align with the brand and its audience.

What does that look like in practice?

Creating localized content that adapts to cultural nuances rather than relying on one-size-fits-all messaging.
Prioritizing diversity in influencer partnerships and brand storytelling.
Actively listening to social conversations and adjusting accordingly to avoid PR missteps.

Brands that get this right build loyalty and expand their reach in meaningful ways. Those that don’t? They risk being called out—and once you’ve lost trust, it’s hard to win it back.

Are You on the Right Platforms—or Just Wasting Time?

Social media platforms are shifting and as an independent brand already stretched thin, it’s easy to fall into FOMO. X (formerly Twitter) lost 2.7 million U.S. users in just two months after the 2024 election, while Bluesky gained nearly 2.5 million in the same period. But does that mean your brand should be on Bluesky? Not necessarily.

Remember when everyone rushed to Threads in summer 2023? According to recent company announcements, Threads still only has 130 million monthly active users vs. 550 million accessing X (Twitter) on a monthly basis. After fluctuations in engagement, it’s now being touted by some as the “next big thing” and others as “still a work in progress”. Jumping on a new platform without a clear strategy can be a distraction rather than a growth move. Instead, ask yourself:

Where is my audience actually spending their time?
Is this platform helping me build community, or just adding more work to my plate?
Can I create content that makes sense for this platform, rather than just repurposing posts from elsewhere?

Focus on quality content that leads to real, organic engagement over mass-producing or mass posting in hopes of going viral on one of a quantity of platforms. Your audience will thank you for it.

The Evolution of Influencer & UGC Marketing

Brands are still investing heavily in influencer marketing, but the landscape is shifting. Consumers are increasingly skeptical of highly curated, polished content that feels more like an ad than a real recommendation. Enter: micro-influencers and user-generated content (UGC).

Micro-influencers (those with 10K–100K followers) often have higher engagement rates than big-name influencers because their audiences feel more connected to them. They can also be far more affordable for smaller brands [if pursuing paid partnerships is something that is part of your strategy].
UGC is king—customers trust content from real people more than traditional ads. Encouraging and resharing organic content builds authenticity and deepens trust.
Paid partnerships need transparency—consumers want to see real experiences, not just #ad posts with generic captions.

Do Hashtags Still Matter?

At the end of 2024, Instagram announced it was removing the option to follow hashtags. This doesn’t mean hashtags are dead—but their role is definitely evolving. Instead of stuffing posts with 30+ hashtags, brands should focus on social SEO—optimizing captions and descriptions with keywords that match what users are actually searching for.

Hashtags still help categorize content. Making posts searchable and relevant within niche communities will especially valuable for smaller and independent brands.
Branded hashtags are still valuable. Creating a unique hashtag for your brand or campaign and using it across socials can encourage UGC, help your customers feel more included and incentivized to post and promote, and help potential customers find related content.
They’re less effective for broad discovery. With Instagram’s algorithm prioritizing SEO-driven search and engagement-based recommendations, hashtags alone won’t get you on the Explore page.
Use them sparingly and intentionally. Instead of loading up every post with a wall of hashtags, focus on a few that are highly relevant and brand-specific.
Test and adapt. If engagement from hashtags has dropped significantly, it may be time to shift focus to social SEO and keyword-driven captions.

AI & Personalization: Smart Use vs. Overuse

AI is changing the way brands create and distribute content, whether we like it or not. From AI-generated captions and image enhancement to predictive analytics for engagement, brands are leaning into artificial intelligence to streamline their social strategies. The key is to use AI as a tool, not a replacement for human creativity. While AI can optimize timing, suggest content ideas, and even generate visuals, audiences still crave authenticity and human connection (even and sometimes especially through social media). Relying too heavily on AI risks making your brand feel generic or disconnected—so the smartest approach is to use AI for efficiency while keeping brand voice, storytelling, and community-building firmly in human hands.

The brands winning in 2025 will be the ones using AI to enhance—not replace—genuine brand storytelling.

Quality Remains Queen

All the best social media strategies in the world won’t save a brand with poor product quality and / or terrible customer service. Social media is an incredible tool for engagement, but at the end of the day, your product, shopping experience, and customer care matter more than any viral moment.

In 2025, the brands that win won’t be the ones chasing every trend—they’ll be the ones using social media as a tool to build real relationships, foster loyalty, and create lasting impact.

The Art of Fusion: Crafting a Comprehensive Fashion Brand Strategy

It takes more than just a great design to stand out in the uber-competitive, highly saturated fashion industry. The secret of the most successful brands lies in the orchestration of crafting and implementing a comprehensive strategy where public relations, digital marketing, social media marketing, email marketing, influencer marketing, and affiliate marketing converge. Creating a cohesive, competitive strategy that meets and exceeds a brand’s goals and tells a compelling story that resonates with the target audience and differentiates them from the competition is a necessity.

The Power of Cohesion

In a world where consumers are bombarded with a myriad of messages, having a unified strategy is your brand’s secret weapon. A cohesive approach ensures that every touchpoint resonates with your brand’s essence, reinforcing its identity in the minds of your audience. When your public relations efforts align with your social media presence, which is further echoed through email and influencer marketing, you craft a narrative that is consistent, compelling, and unforgettable.

Amplified Reach and Impact

Imagine the impact of a message that echoes across platforms. Public relations placements that are shared on social media, backed by influencer endorsements, and followed up with targeted email campaigns create a ripple effect that reaches far and wide. This multi-channel approach amplifies your brand’s voice, ensuring that it reverberates in the hearts of both loyal customers and potential converts.

Connecting with the Audience

The heart of any strategy is the audience. With social media marketing, you engage in real-time conversations, understanding their preferences and desires. When your email marketing speaks directly to their needs and aspirations, and your influencer collaborations resonate with their values, you’re not just selling products – you’re building relationships.

Influencing Perception

Perception is reality, and in the fashion world, how your brand is perceived shapes its success. A cohesive strategy allows you to control the narrative. When your public relations efforts secure placements in esteemed publications, your influencer collaborations reflect authenticity, and your social media portrays a lifestyle that resonates – you’re shaping how the world sees your brand.

Leveraging the Power of Influencers

Influencers are the modern-day ambassadors of fashion. Their endorsement has the potential to sway opinions and inspire purchases. When your influencer marketing strategy aligns with your brand’s message and values, it adds authenticity to your efforts. And when this authenticity is further supported by strategic PR placements and integrated into your overall digital marketing approach, you create a powerhouse of influence.

Driving Conversions through Affiliate Marketing

Affiliate marketing is the bridge that transforms interest into action. When this strategy syncs with your email campaigns, social media promotions, and influencer collaborations, you’re not just guiding your audience – you’re inspiring them to take the final step. The synergy of strategies ensures that the journey from consideration to conversion is a seamless one.

Optimal Resource Allocation

A comprehensive strategy isn’t just about doing more – it’s about doing smarter. When your public relations efforts are aligned with your influencer marketing, and your email marketing complements your social media calendar, you’re maximizing the impact of your resources. Every effort supports the other, creating a holistic approach that optimizes results.

Staying Ahead of Trends

Fashion is about staying one step ahead. A strategy that integrates different facets of the industry ensures that you’re not just following trends – you’re setting them. By closely monitoring the impact of each strategy and adapting to changing consumer behaviors, you position your brand as an industry innovator.

Measurable Success

A comprehensive strategy isn’t just about creativity; it’s also about results. The beauty of aligning public relations, digital marketing, social media marketing, email marketing, influencer marketing, and affiliate marketing is the ability to measure their impact collectively. You can track engagement, conversions, and brand sentiment across channels, providing insights that guide your future strategies.

Crafting a Lasting Legacy

In a world where trends come and go, a comprehensive strategy is what ensures your brand’s legacy. When your efforts align, you’re not just creating short-term successes – you’re building a brand that’s grounded in authenticity and resonates with generations. You’re crafting a narrative that’s timeless and leaves an indelible mark on the fashion landscape.

In the symphony of fashion, every note matters. By orchestrating a strategy that fuses public relations, digital marketing, social media marketing, email marketing, influencer marketing, and affiliate marketing, you’re creating a crescendo that’s impossible to ignore. Embracing the art of fusion and crafting a comprehensive strategy that elevates your fashion brand to a realm of unparalleled success is the way to build your brand consistently over time.

9 Social Media Content Ideas to Keep Your Fashion Brand’s Feed Fresh

Another day, another outline for algorithm changes. In the fast-paced world of fashion, social media has become a powerful tool for brands to connect with their audience, showcase their unique style, and build a thriving online community. To keep your fashion brand’s social media feed fresh and engaging, it’s important to not only embrace creative content ideas that captivate your followers, but also stay informed on how each platform’s algorithm impacts your posts to optimize posts. Before focusing on the algorithm, however, it’s important to have a handle on your content and how to best showcase your brand’s unique selling proposition (USP) online.

In this blog post, we’ll explore nine social media content ideas tailored specifically for fashion brands, that can help you stand out from the crowd and leave a lasting impression.

🔮 Trendspotting: Be the Fashion Forecaster

Keep your followers in the know by sharing trend forecasts and style predictions. Highlight upcoming fashion trends, provide styling tips, or showcase how to incorporate the latest trends using your newest products into everyday outfits. Establishing your brand as a trusted source of fashion inspiration and adding value to your followers will make your page a must-see.

📸 Behind-the-Scenes Sneak Peeks

Take your followers behind the scenes of your brand’s creative process and make them a part of the journey. Share exclusive glimpses of photoshoots, design sketches, or the making of your latest collection. This personalized content creates a sense of exclusivity and builds anticipation among your audience.

💃 Influencer Collaborations: Fashion Meets Influence

Partner with influencers who align with your brand’s aesthetics and values and are already trusted and followed by your target demographic. Collaborating on engaging content such as styled outfits, lookbooks, or Instagram takeovers will help build further consumer trust and increase your brand’s following. By leveraging their reach and influence to expand your brand’s visibility and connect with new audiences, influencer collaborations (when done strategically as part of your overall marketing mix) can help spread the word about your brand.

❓ Fashion Q&A: Expert Advice at Your Fingertips

Host live Q&A sessions or invite your followers to submit fashion-related questions that you can answer in your stories or through reels and videos. Sharing your expertise, providing style advice, and/or addressing common fashion dilemmas is a great way to further build community. This interactive content fosters engagement and positions your brand as a go-to resource for fashion knowledge.

🔑 Fashion Tips and Hacks: Unlocking Style Secrets

Share quick fashion tips, style hacks, or wardrobe essentials. Offering insights on how to mix and match different pieces, create versatile outfits, or elevate a look with accessories can be a fun, straightforward way to show how to incorporate your products into the lives of your current and potential customers. These bite-sized tips resonate with your audience and establish your brand as a trusted style authority that’s happy to provide value to their followers.

📊 Fashion Polls: Let Your Audience Decide

Engage your followers by creating polls. Ask them to vote on outfit choices, color preferences, or upcoming product releases. Not only does this create an interactive experience, but it also provides valuable insights into your audience’s preferences and helps tailor your offerings. Remember, not all of your content needs to be about selling your product. Sometimes, content should be about building community and interacting, so don’t be afraid to make polls a fun, collaborative experience to bond over what’s going on outside of your brand as well [ie: Team Conrad vs. Team Jeremiah / What Taylor Era most describes your style?]

📸 Fashion Throwbacks: Nostalgia Never Goes Out of Style

Take a trip down memory lane by sharing throwback photos. Celebrate fashion icons, highlight significant milestones in your brand’s history, or showcase vintage inspirations. Nostalgia-driven content sparks conversations and connects generations through shared fashion memories. It’s also a great way to provide viewers more insight into who you are as a brand and what makes your brand unique.

🌟 Fashion Challenges: Inspire Creativity and Style

Create fashion challenges and invite your followers to participate. This could involve styling a particular garment in different ways, creating themed outfits, or challenging them to recreate a celebrity look. Encourage your audience to share their entries and feature the most creative submissions on your feed.

Keeping your fashion brand’s social media feed fresh and engaging is crucial for capturing the attention and loyalty of your audience. By incorporating innovative, collaborative content ideas, you can showcase your brand’s unique style, foster engagement, and build a thriving online community. Experiment, embrace creativity, and let your fashion brand’s social media presence shine so that current and prospective customers can authentically connect with your brand.

The Power of Social Media Marketing for Fashion Brands

In the ever-evolving world of fashion, staying ahead of the curve is crucial for brand success. With the rapid growth of social media, fashion brands have been presented with a powerful tool that has transformed the way they connect with their audience and market their products. In this blog post, we will explore the importance of social media marketing for fashion brands and shed light on the numerous benefits it offers in the digital age.

Amplifying Brand Visibility:

Social media platforms have become the go-to source for discovering the latest trends, styles, and fashion inspiration. By leveraging social media marketing, fashion brands can amplify their visibility and reach a wider audience. Through carefully curated posts, captivating visuals, and engaging content, brands can communicate their distinct identity and build a loyal following. Platforms like Instagram, Facebook, and TikTok enable brands to showcase their unique aesthetic, create and communicate a consistent brand voice, and establish a strong presence in the minds of consumers.

Connecting with the Target Audience:

One of the greatest advantages of social media marketing is the ability to connect directly with the target audience. Fashion brands can use these platforms to engage in two-way communication, fostering meaningful relationships with their followers. By responding to comments, addressing queries, and actively participating in conversations, brands can humanize their presence and build trust with their audience. This direct interaction not only helps in understanding customer preferences but also enables brands to receive instant feedback on products, campaigns, and brand experiences.

Driving Website Traffic and Sales:

Social media serves as a powerful driver of website traffic and, ultimately, sales for fashion brands. By strategically linking to their online store, brands can seamlessly guide followers to browse and purchase their products. Additionally, social media platforms offer advertising options that allow brands to target specific demographics, interests, and behaviors, ensuring their ads are seen by the right audience. Through compelling visuals, persuasive copy, and enticing offers, fashion brands can significantly increase their conversion rates and boost their overall sales.

Influencer Collaborations and User-Generated Content:

Social media has given rise to a new breed of influencers who possess the power to sway consumer purchasing decisions. Fashion brands can leverage these influencers’ large and engaged audiences to promote their products and create brand awareness. Collaborating with influencers allows brands to tap into their expertise, reach new demographics, and gain credibility in the industry. Furthermore, user-generated content plays a significant role in social media marketing for fashion brands. Encouraging customers to share their experiences and showcase their personal style through hashtags and contests not only creates buzz but also generates authentic content that resonates with potential customers.

Trend Spotting and Market Research:

The fashion industry is driven by trends that are constantly evolving. Social media provides fashion brands with real-time access to what’s happening in the industry and offers invaluable insights into consumer behavior and preferences. By monitoring popular hashtags, engaging with fashion communities, and analyzing user interactions, brands can spot emerging trends, gather consumer feedback, and adapt their strategies accordingly. This data-driven approach ensures that fashion brands stay relevant and can tailor their offerings to meet the ever-changing demands of their target audience.

Social media marketing has revolutionized the fashion industry, providing fashion brands with endless opportunities to connect, engage, and thrive in the digital landscape. From amplifying brand visibility and connecting with the target audience to driving website traffic and sales, the benefits of social media marketing are undeniable. By harnessing the power of social media platforms, fashion brands can build strong brand identities, foster customer relationships, and stay ahead of the competition. In this fast-paced and visually driven industry, embracing social media marketing is no longer an option but a necessity for fashion brands that strive to make their mark in the digital era.

Not sure where to start? We’re happy to hop on a call with you to discuss your brand’s social media strategy and how to make the most out of social media marketing!

5 Ways for Fashion Brands to Improve Their Content Marketing Strategy

The fashion industry is constantly evolving, but for all the stressful challenges fashion brands are facing in the post-covid economy, the evolution of content marketing and the power brands have to take their products and their voices directly to consumers through social media stands out as one of the sparkliest of silver linings.

Social media is an especially powerful tool in the fashion sector, allowing brands the opportunity to reach billions of internet shoppers across the globe and directly marketing their wares to consumers. To make the most of this unique opportunity, fashion brands must create a competitive, meaningful content marketing strategy.

At its best, original content engages, educates and entertains current and potential consumers in an authentic way that not only increases brand awareness and generates buzz but can also increase sales. Here are a few of our best tips and tricks for brands wanting to create or improve their content marketing strategies with a clear and effective messaging campaign.

1. Be Consistent

“Success doesn’t come from what you do occasionally, it comes from what you do consistently.”

Consistency is key. Too often brands get excited but then lose steam or get overwhelmed with other tasks and don’t keep posting or engaging with their audience on socials. The best thing you can do for your brand is to keep showing up. Post regularly and frequently to keep your audience engaged and your brand on their minds. If you can’t post daily, that’s ok, but you still should find a schedule that works for you and stick to it!

When you do post, make sure that all of your content is working together to tell your brand story. The look, feel and tone of voice used in your content should be consistent across all channels, so that the content you post on your social media channels conveys the same message as the imagery and copy on your website, PR and marketing materials and wholesale materials.

2. Don’t Just Tell a Story. Tell your Brand’s Story

A good brand story allows you to build an authentic connection with customers. What that requires of you is to be honest and open and share your experiences. Customers want to get to know the people behind their favorite brands. Why did you start your brand? What makes you excited about the products you’ve designed for your label?

If your brand is new, don’t feel like your story has to be fully written in stone. Your brand story can and should evolve with the brand as it grows. As your brand’s story does change, share that with your audience so they can come along on your brand’s journey. What should remain the same from day one are your brand’s values and mission, so customers know they can trust your company and rely on you to deliver consistently.

3. Provide Value & Information

It may sound counterintuitive, but don’t make selling the call to action of every post your brand creates. Delivering value to your target audience will build trust, make your content more shareable, and help more people discover your brand. Motivational messages and quotes, collaborations with influencers, user-generated content (UGC) that offers a look into how current customers are enjoying your best pieces, how-to videos and tutorials that offer style advice incorporating your products, BTS looks at how your brand runs, and giveaways provide value to your audience and will help build consumer trust.

Adding value to your content requires you to know what your target audience wants and needs, so don’t be afraid to course correct as you determine which types of posts are most meaningful to your audience. Remember, content should educate, engage, and excite your target audience so you can best serve them, their needs and interests. As you learn more about your target audience, you can better serve their needs and provide content that will resonate with them.

4. Be Where Your Target Audience Already Is

There’s no question that e-commerce, web content, and social media are integral for fashion brands in today’s economy. Sometimes it feels like to be successful, a brand has to be everywhere to keep up, but it’s better to work smarter and not harder when it comes to content marketing. When determining which networks to use for your brand, you need to understand each platform’s purpose, how it relates to the content you will be sharing, and which platforms on which your current customers and target audience are most active.

The key to content marketing for fashion brands isn’t to be everywhere, but rather to find the perfect platforms and partnerships that can best share your brand message to your target audience. After you launch and create valuable content, make sure that you’re sharing it to the platforms where your target audience is already turning for content. As new social media channels or trends develop, don’t feel compelled to immediately jump on the bandwagon, but rather stay attuned to what’s going on and determine what changes or updates will best serve your customers.

5. Share Compelling Creatives

Fashion-savvy consumers will look at your content to understand your brand. What does blurry, out of focus, heavily filtered imagery say about your brand? What does crisp, clear imagery that showcases your product accurately in a flattering layout say about your brand? Creating content that describes your product and solves user queries starts with having crisp, clear image and video files that can be used to create your content and tell your brand’s story. Making sure that all the content you share helps and doesn’t hinder your strategy is a must!

From magazine-worthy product posts of your latest pieces to shots of today’s hottest talent wearing your best sellers to compelling reels that entertain, giving your audience a clear look at what you’re selling must be integral to your content marketing strategy. No matter what the angle of your content, make sure you’re telling your story with high-resolution, visually compelling imagery and video to improve click-thru rates and stand out from the competition.

A polished content strategy can make all the difference for fashion brands. Not sure where to start? Look at your comments section and the questions your brand is most frequently being asked by your customer base and start by answering the questions current and potential customers are already asking.