5 Instagram Lessons for eCommerce Brands from ShopbopLucy HitzBlogger ExtraordinaireSimply Measured
Shopbop, a fashionista favorite in the ecommerce world, is more than just a site where you can buy apparel and accessories.
It has a strong, high-fashion-meets-streetwear editorial aesthetic and brand voice, which it carries over into its various social presences, as well.
Shopbop is experiencing healthy audience growth across all its active social networks (17,173 new followers and fans across Facebook, Instagram, Twitter, and Pinterest), but is excelling particularly on Instagram in both audience growth (8,296 new followers in April alone) and engagement (1,900 average engagement per post).
I combed through @shopbop‘s most engaging posts in the month of April to see just what is getting followers most excited. Here are some tactics you should keep in mind for your own brand on Instagram.
1. The Power of the (Relevant) Quote is Strong
This was Shopbop’s most engaging post (on any social network) for the month of April.
Shopbop does really well with Instagram posts featuring sassy quotes in black and white coloring. 20% of Shopbop’s most engaging Instagram posts in April included this kind of content.
But it’s not just about how the post looks — it’s about the words used. Shopbop is good at selecting quotes that resonate strongly with their #shopaholic audience and at the same time echo back to the eCommerce nature of their brand.
2. Partner with Other Popular Brands
Shopbop understands how powerful it can be to partner with another popular brand, like this beloved pooch:
@toastmeetsworld is an Instagram sensation, with 235,000 followers of his own and a loyal fan base on- and off-line. By tagging @toastmeetsworld and at the same time including their own brand identity in the post (hello, cashmere!), Shopbop leverages @toastmeetsworld’s fan base while simultaneously keeping their own offerings top-of-mind.
Plus, we know that Instagrammers love puppies, and that including puppies in Instagram content is a great engagement-driver.
3. Crowd Surf on Events that Fit Your Market
Who are you trying to target? Shopbop knows, and gains Instagram engagement by piggybacking on the events that their desired audience either attends or would like to attend.
This post also does a fantastic job of positioning itself as an attendee and insider in what’s become the very haute-boho scene at Coachella, which is appealing to followers who want the “insider” view of events like these.
4. Strut Your Stuff
I warn brands against focusing so much on entertaining content that they forget to remind followers what their brand sells.
This post,racked up 3,729 in total engagement (twice Shopbop’s standard per-post engagement). That’s because, in addition to being visually appealing, it shows off Shopbop’s trademark on-trend yet approachable style.
Another ingenious element in this post is that every item, from sunglasses to jewelry to jeans, has been tagged with the designer who made it, so while you can’t click straight through to Shopbop’s site, you do have an idea of how to search for the item you want to throw in your shopping cart immediately.
Part of a Bigger Strategy
Instagram is a great tool for social marketers, but we understand it’s not the whole enchilada.
Especially for eCommerce brands, social programs and campaigns should be cohesive, integrated across all of your channels to maintain a unified voice, and, ultimately, linked to your site and sales.
To learn more about marketing on Instagram, download our compete Instagram Strategy Kit below.
Get everything you need to analyze the metrics that matter
I’m the Content Marketing Manager here at Simply Measured. I manage our blog, produce longform content, head our co-marketing initiatives, and host the Simply Social podcast, among a few other things. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.
How Starbucks Generates Over 270k in Engagement for Each Instagram PostTripti ShrivastavaBlogger ExtraordinaireSimply Measured
It is #NationalCoffeeDay, and, since we are in Seattle, it would be strange not to talk about Starbucks. The brand has not just been transforming itself for the digital world–it has taken marketing on social networks to a new level, by creating dedicated pages for coffees on various platforms like Twitter and Instagram. Here, we… Continue Reading
How Do You Grow and Measure the Success of Your Personal Brand on Social?Jeff BarrettBlogger ExtraordinaireSimply Measured
Depending on whom you ask, the Internet is both an easy and difficult place to create your own personal brand. There will always be someone standing in front of a pile of cash and a rented yacht telling you how they made millions from home — but that’s neither real nor realistic. I grew up the… Continue Reading
Conversations to Conversions: Why Social Needs More Than EngagementKevin ShivelyBlogger ExtraordinaireSimply Measured
Shaquille O’Neal is a notoriously bad free throw shooter. His career percentage from the line was 52.7%. He also has four championships, three finals MVP titles, three All Star MVP titles, and was the 1999-2000 season MVP and the 1992-1993 Rookie of the Year. If coaches had measured Shaq by his free throw percentage alone,… Continue Reading