Wonder

Paid Social Media Marketing Best Practices, Fashion

Delivered November 8, 2019. Contributor: Jennifer P.

Goals

Gain an understanding of best practices in paid social media marketing for fashion brands, with a focus on Facebook, Pinterest, Twitter and Instagram, as well as any case studies of casual fashion brands like Levis or Gap, or more premium brands

 

Early Findings

 Promoting multiple products within one social ad or campaign is suggested, which can be done via Facebook carousel ads. 
 Using Canva ads is also becoming more popular with brands, which allow business accounts to create immersive ad experiences. 
 Buyable Pins on Pinterest are also a new best practices for fashion brands looking to promote items or increase exposure for their brand. 
 Other general best practices for paid social media advertising include being aware of the business objective as you design a campaign, knowing the target audience and designing ads with them in mind. 
Fashion brands should determine whether impressions or engagements are more important to their advertising goal, and aim to maximize their key focus.
 It's also suggested to test ads and measure results to optimize performance.
 Fashion brands should carefully select their platform, with Facebook noted to be the most engaging platform for fashion consumers age 18 to 34.  
Examples of successful paid social media campaigns by clothing retailers include Macy’s on Instagram, Burberry’s Facebook canvas ads, and Threadless on Twitter.

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