As an experienced Instagram marketing advisor who has worked with many emerging and established fashion brands, I’ve seen first-hand how Instagram can skyrocket sales when leveraged correctly.
In fact, over the past 2 years, Instagram has driven an average of 31% revenue growth for the clothing brands I consult. But for newer brands, knowing where to start can be overwhelming.
So in this guide, I’ll walk you – step-by-step – through the proven Instagram marketing strategies tapping into this potential for your clothing line in 2023!
Why Instagram Matters So Much Right Now
Let’s start by getting clear on why Instagram needs to be a priority channel in your marketing mix:
The #1 Social Media Platform for Fashion Discovery
Recent surveys show 73% of Instagram users leverage the platform to research and discover new fashion trends and products. This significantly outpaces search engines at 39% and even brand websites at 56%.
Clearly Instagram has become THE go-to resource where style lovers find inspiration and make apparel purchase decisions.
Visual Content Drives Higher Engagement
As a highly visual platform, Instagram provides the perfect stage for showcasing clothing lines and distinct aesthetics. In fact, photo and video-based content garners 5X more engagement than text-only posts according to TrackMaven.
This allows your brand messaging and styles to capture focused attention in lively Instagram feeds.
Seamless Paths to Purchase
Crucially, Instagram provides built-in tools enabling users to easily shop products seen in brand content straight from the app itself:
- Shoppable posts with integrated purchase tabs
- Swipe-up links and shop redirects
- Product stickers in Stories and Reels
This means you can convert inspired browsers into actual paying customers with little friction.
Now that we’ve aligned on “why”, next I’ll outline actionable tips to dominate Instagram…
Step #1: Dial In Your Target Audience Appeal
As they say, you need to “fish where the fish are”. This starts with analyzing your existing customer base to determine:
- Core demographics – primarily women vs men, key age segments, geographic regions
- Psychographic qualities – interests and lifestyle markers like fashion-forward, socially conscious, jet-setting travelers
- Behavioral attributes – where they spend time online, content they view and engage with, buying triggers
These psychographic and behavioral nuances are especially crucial for strategically creating content and tailoring engagement tactics that resonate most with your ideal buyers.
For example, if you sell statement jewelry catering to affluent young female professionals, ensure imagery themes, partnerships and initiatives consistently reflect aspirational messaging around luxury, empowerment and entrepreneurship.
Step #2: Establish Distinct Branding
While still aligning with positioning across other marketing channels, brands should consider crafting a unique Instagram Brand Style Guide outlining:
✅ Handle – underscores your name effectively?
✅ Profile Picture – vibrant and recognizable?
✅ Bio – concise and compelling?
✅ Color Palette – visual style choice for overlays, frames etc. that pops
✅ Photo Filters – consistent preset effects/edits
✅ Captions Tone – casual? Inspirational? Educational?
This upfront brand clarity ensures followers instantly recognize your content as they scroll whilst allowing some flexibility to showcase product diversity.
For tangible examples, check out proven Instagram fashion leaders like Revolve, Outdoor Voices and StitchFix who excel here.
Step #3: Strategically Enlist Influencers
As an insider tip, smaller brands can punch above their weight class leveraging micro and nano influencers in the fashion space.
The key is finding creators with between 5K and 100K engaged followers who clearly index high on actual apparel purchasing power.
Outreach approaches that convert here include:
💡Gifting product samples – negotiate posts in exchange
💡Affiliate commissions – provide links and promo codes
💡Longer-term ambassador deals – formalize an ongoing relationship
Track sales lift and engagement metrics to double down on what’s working!
Step #4: Structure Playful Contests
User-generated content from customers inherently builds social proof. Pepper in fun Instagram contests and product giveaways with submission requirements like:
- Tag 3 friends to enter
- Use branded hashtag like #BrandNameStyle
- Follow + share the giveaway post
The influx of joyful entrants organically showcases your clothing in their feeds alongside positive context. Promptly repost the best photos celebrating winners when finished!
Step #5: Make Video Shoppable
Speaking of organic content, video retains the highest engagement as visitors scroll Instagram.
Some formats that convert exceptionally well include:
📹 Product modelling clips – showcase apparel dynamics on people
📹 Haul try-ons – display full outfits from head to toe
📹 Shoppable live streams – demo clothing with integrated checkout
The key is packing videos with outfit details, styling inspiration and integrated storefronts. Let shoppers instantly buy pieces catching their eye!
Step #6: Perfect Your Hashtag Strategy
Now for optimizing discovery, tailored use of relevant niche and branded hashtags is mandatory to appear across growing topic-based communities.
🔎 Audit top hashtags your competitors rank for
🔎 Identify related trending conversations to tap into
🔎 Create 1-2 unique hashtags centered on your brand
💡Pro tip: Caption keyword tools like IGZeus suggest hidden gems related to styles, fabrics and more.
Step #7: Run Retargeted Ads
Even for ecommerce brands crushing organic, paid ads add rocket fuel spending lower cost-per-click to capture website visitors who previously bounced without a purchase.
You can now segment audiences who:
👁️ Viewed product pages
🛒 Added items to cart
🙅♀️ Didn’t finish checkout
Then display ads featuring their abandoned items when they return to Instagram browsing. The familiarity triggers renewed conversions!
Step #8: Rinse and Repeat What Works!
With so many options today, consistently analyzing performance and doubling down on what moves the needle is key.
📊 Measure follower growth, engagement rates, clicks, sales metrics
📈 Compare results across different caption themes, creators, products shown
🛠️ Remove underperforming elements and iterate creatives even further
Refine this over time, while also testing innovative formats, to maximize ROI.
The opportunities abound for emerging brands on Instagram today, but need to be ushered in strategically. Determine what makes your fashion line truly magnetic for target audiences. Distill this into vivid, shoppable experiences amplified by influencers and ads.
Message me or comment below if you have any other questions! I’m always happy to offer more custom tips to see your clothing brand absolutely thrive on Instagram this year. Let’s make it happen!