Lots of brands I see using social media for marketing either underestimate the importance of the ‘social’ aspect of platforms like Instagram, or don’t fully understand how to do this effectually. Creating a community online is so important for any fashion brand, especially small and startup ones, so I wanted to share some tips on this. However, even better, Brandy Henry has kindly agreed to be interviewed for the blog and share her social media marketing tips. Brandy is a social media specialist who helps people to get comfortable using various platforms.
Brandy Henry, Social Media Specialist
Your approach to social media is centred around being ‘you’, for anyone who isn’t familiar, what does that mean exactly and why is it important?
Great question! I know that within each of us is an emotional motivator for a change we’d like to help others create for themselves. This could be through feeling better about one’s appearance through fashion, moving others with art, financial clarity, improve their relationships through coaching, etc. When you tape into that powerful reason that motivates you professionally and personally, you allow yourself to shine. That’s YOU! That’s being yourself on social media.
Does that mean it’s best for brands to be doing their own marketing in your opinion?
Absolutely! Unless we can afford the expense of dedicated, highly in-tune branding and marketing person or agency, it’s best that we show up as ourselves on social media. People want to get to know people, not stock images with overused quotes.
A lot of people are nervous about putting themselves out there on social media and fear how they’ll look, or start worrying about how many likes they’re getting. What’s the first step to overcoming this and being comfortable on social media?
So true! It’s a vulnerable feeling when we put ourselves out on social media as our true selves. Likes and comments are feedback from your audience. Use that as data not as a tool for self-esteem measurement. You want to know what resonates with your followers and what does not. That’s was the likes, comments, shares, etc. are telling you. Remember, you’re showing up as you to serve and help. They are letting you know how well you’re connecting with them.
I often see brands just sharing constant product images, or offers and they forget that social media is designed to be just that, social. Why is engagement such an important part of social media marketing?
Yes, I see this too. You’re right! Engagement is key. It’s SOCIAL media and no one wants to see a stream of ads. That’s not what people come to social media for. Engagement is key because people want to get to know the people, the values, the processes, behind the product. That’s all part of the brand. Another BIG part of a brand is how well that brand responds to its followers. We too often see brands that do not respond to comments and questions. That’s the same as not answering the phone or emails. That brand is sending the message they aren’t reliable communicators, that they only want to be seen. Be the brand that responds to all comments and direct messages.
Do you have any tips for engaging effectively?
Absolutely! Thanks for asking. Here are Brandy’s rules for good engagement. Be appreciative of your followers. Thank them for their comments and messages. Respond to your audience. Answer all comments and direct messages. Be uplifting. What can your brand do to improve their emotional well being? ALWAYS check in with your mood before engaging on social media. Be the brand that others can rely upon to be there. This means being consistent in tone, responding, and being clear where they can go for more from your brand. In other words, make it easy to find how to do business with you.
You’ve worked with a lot of different people, what are the biggest misconceptions that you hear about social media?
Ah, yes! The biggest misconceptions that I consistently see are 1) that social media is just people yelling at each other and posting cat videos and 2) that social media is a popularity contest. If a person wants to find drama and/or cat videos, the algorithms will surely push that towards them. By engaging with it, social media platforms know that’s what interests them. It’s a self-fulfilling loop. What is popular on social media is that which moves people, speaks to them, and does both consistently. Take good care of your followers, and they will take good care of you.
And what are some of the biggest mistakes you see people making with their social media marketing?
The mistakes I see people making on social media are many of the same mistakes that I’ve made. I’ve forgotten that it’s about providing value and an emotional connection and not empty content simply to post. I’ve forgotten that my audience on Facebook, Instagram, Podcast, and LinkedIn are all different and looking for content in different formats and tone. And, I’ve definitely forgotten to plan ahead. I’m still working on that last one! It’s always a work in progress to effectively plan out my content.
One big mistake that I see people make is forgetting that others are watching and getting to know them more than they may realize. For example, those who post extreme political views in harsh, angry tones, are sending a message that other opinions are not welcome. Maybe this is intentional niching down for some, but I sense that it’s most often poorly thought through messaging.
Lately, I’ve been seeing more and more video content being used. Would you say video is an important part of social media?
Yes! Video is key. Why? Because people want to see YOU and your world. They want to see how you talk, your body language, hear your voice, hear your tone, and, most of all, look into your eyes to assess how much you care. Yes, this is all mostly unconscious, but it’s still true. This is how we can allow people to get to know us better who, because of geography, we cannot meet for coffee, in passing at the grocery store, or at an in-person networking event. When we pause and think about why we watch videos of others, we can better understand why others are interested in our videos.
Do you have any thoughts on ‘impromptu’ video vs highly curated content? Is it still ok to video in selfie mode, or does the end result need to look more polished than that?
Video can be very confusing and even paralyzing. Spontaneous, highly curated, and little curated videos all have their place. When we’re new to our business and brand, funds are tight. A well-done selfie-style video is great for your Instagram Feed and Facebook Posts. By this I mean, think ahead about lighting, what you’re wearing, and what you’re going to say. These are the videos where you’re a bit more polished but not perfect. There’s a call to action in the video with an easy way for a viewer to follow through. You might add a link in the first comment on Facebook and make sure your Bio on Instagram has a link where you want a viewer to go.
For Instagram and Facebook Stories, have fun! Use the filters. Add closed captions. Stories are more spontaneity, but you can still have a call to action. Remember to make it easy. If you’re on Facebook, go to your laptop and add a link in the last frame. For Instagram, again ask your viewer to link through your bio.
A lot of people (like me!) are nervous about getting in front of the camera. Do you have any advice for them?
I know!! It’s nerve-racking and why so many people avoid it! Practice. Accept that we’re not beauty queens, and realize that many people actually appreciate that! There are plenty of ‘perfect’ people for everyone to follow. Be you. Be imperfect. You’ll be appreciated for that. And, give yourself a reward after your first video, third, sixth, and tenth videos. You deserve it!
Brandy has a great Podcast episode on this topic. You can find it on Apple Podcasts here and Spotify here.
For anyone interested in working with you, what can you help them with? Is there anything they should know about their requirements, or is there something they should prepare ahead of meeting/speaking to you?
Thank you for asking. I truly enjoy helping entrepreneurs utilize and engage well on social media. Contact me for One To One Consulting or Workshops. henry.brandy@gmail.com
You have a great podcast that I’m sure people will want to hear about. What do you cover on the podcast and where can they find it?
Thank you so much. I cover everything from the practicals such as what button does what to broader issues such as thinking ahead before you post or comment.
Click here to listen on iTunes, or here to listen on Spotify. Not on either of those? You can find alternative ways to listen to the podcast by clicking here.
What are you working towards at the moment and what do you hope to achieve in 2020?
First, thank you so much for this opportunity to help your readers. I truly hope they gained a few new tips and insights. Questions? Thoughts? Email me at henry.brandy@gmail.com
I’m currently working to expand my podcast audience and to sever them well. In 2020, I’m adding digital courses to my offerings. Thanks for asking.
Thanks so much to Brandy for this interview, I really appreciate it and I hope it’s been useful for anyone who wants to use social media marketing to promote their fashion range.
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