Social media has transformed the face of marketing, with platforms like Instagram, TikTok and YouTube positioning fashion influencers as one of the most powerful tools clothing brands can leverage. The latest stats predict the value of the global influencer marketing industry will hit a huge US$16.4 billion in 2022, representing enormous growth from the US$1.7 billion recorded in 2016.
Instagram fashion influencers are taking centre stage, with an increasing number of British brands connecting with high-profile personalities to leverage the power of social media marketing. The fashion influencer UK pool has enormous potential, making now the time to get stuck into social and take your marketing strategy to the next level with a results-driven fashion influencer agency.
The power of social marketing
The impressive growth of the influencer marketing industry correlates with a global uptake in social media consumption. In 2020, researchers estimate the average Brit spent around 110 minutes per day on social media. The number is even higher for Americans, who spend around 145 minutes per day or 1300 hours per year, browsing social.
What is a fashion influencer?
No doubt about it, social media is a universally loved medium. But it’s not just for staying in touch with friends and family. Platforms like Instagram and YouTube have fostered a new era of marketing that combines the influence of celebrity with the trust of a good friend.
A huge 83% of consumers act based on trusted recommendations, and these recommendations don’t come exclusively from peers. Influencer marketing harnesses the trust built by high-profile social media personalities and uses it to inspire action through authentic engagement, content creation and storytelling.
So, what is a fashion influencer? The term describes an influencer with an established presence on platforms like Facebook, Instagram, TikTok and YouTube, who publishes fashion content. This can include anything from simple Insta carousels paired with branded hashtags and engaging captions, to more complex content like outfit of the day reels, social media takeovers and collaborations with other influencers.
While this content feels genuine and organic, it has the power to influence the purchasing decisions and opinions of their followers. It can be paid or unpaid, with high calibre influencers generally working exclusively with brands that align with their personal beliefs, values and image.
Want to know more? Read on to find out more about how fashion influencers can boost your brand in 2022:
1. Create trust and authenticity
Modern-day consumers are a smart bunch, with most no longer falling for conventional brand-created advertising. Think magazine ads, billboards and TV commercials. Only a small minority of millennials trust ads created by brands, making authentic content from social media influencers a critical part of any advertising strategy. When you connect with your target audience via an influencer they trust and respect, your message is far more powerful.
This is known as “social proof” marketing, which is based on the idea that consumers trust their friends more than the company selling the product. Cue the role of celebrities and influencers. As we explored earlier, a “friend” doesn’t just refer to a person in their immediate social circle. It can also include people they admire or are interested in, i.e. celebrities and influencers.
2. Build a clear brand image
Building a clear brand image isn’t easy, with many companies channelling millions into their strategies. While in the past establishing brand identity was limited to conventional advertising mediums, social media has unlocked exciting new pathways for companies of all sizes.
For apparel and accessories brands, fashion influencer marketing is an effective and affordable way to build a clear identity. Working with fashion influencers who embody the values, ethics and vibe of your brand helps to establish your image and build a sense of shared identity with your customers.
3. Connect with your target audience
You can funnel all the cash you like into a marketing campaign but unless your message reaches your target audience, your spend is defunct. This is where YouTube fashion influencers and their peers on TikTok, Instagram and Facebook step up.
From Instagram followers to YouTube subscribers, fans are everything in the social media realm. High-quality influencers are backed by thousands of active and engaged fans who relate to them in some way. When you choose fashion influencers who align with your target audience, you’re instantly showcasing your brand to an army of likeminded consumers.
For example, if you run a boutique clothing company and want to push your new plus size range, working with established plus size fashion influencers will instantly connect you with thousands of potential customers across the country. All follow the influencer because they’re either plus sized themselves or interested in the plus sized fashion market.
4. Stay competitive
Social media is a formidable marketing tool, particularly in the highly competitive fashion industry. The fashion influencers market has experienced rapid growth over the past few years, with a recent study predicting global value could surpass US$17 billion by 2027. The brand exposure opportunities are enormous, making partnerships with YouTube fashion influencers and other social media personalities essential for businesses that want to stay competitive.
5. Maximise your marketing spend
Social is consistently ranked one of the top marketing mediums when it comes to return on investment (ROI). If you want to maximise your marketing spend and get the most out of every pound, collaborating with fashion influencers is a must.
Over the past few years video content has emerged as a particularly powerful medium, with Instagram Stories, Facebook Reels and TikTok videos building on the success of YouTube fashion influencers.
Ready to take your marketing strategy to the next level? As the number one fashion influencer marketing agency in the UK, we have the experience, expertise and connections to match your brand with top performing personalities. Our goal is to connect you with influencers that align with your target audience and generate the highest possible return on investment. With a network of more than 100,000 British-based influencers and 20+ million around the globe, our reach is second to none.
Not only do we match you with the most influential fashion influencers in the UK, but we can also execute and manage every step of your campaign for you.
Get in touch with the Find Your Influencer team today to discover how our industry-leading fashion influencer marketing service can amplify your brand.