It’s been a crazy year for social media; let’s take a look at the brands that have been doing it right on the hottest platforms of 2015!
Best use of Instagram – Mansur Gavriel
The cult designer of the year, Mansur Gavriel repeatedly sells out re-stocks in minutes. Apart from the usual celebrity and blogger features, this is largely due to the beautifully composed images by the brand. They have the best colour composition that we’ve seen so far, featuring not just product but abstract imagery (usually of a natural feel). Figs anyone?
Best use of Snapchat – Everlane
Everlane champions an ethos of transparency, and this is embodied in their use of social channels. They show you everything from board meetings to product development (and sneak previews), its factories in China and even allows followers to suggest interview questions for potential employees.
Whilst they do all social well, our favourite by far has been their clever use of Snapchat – the ephemeral video and photo app. This year we’ve seen them create several great interactive stories, with the best being how to pack an Everlane bag and a trip around New York to find their ‘secret shop’. Usually utilising a stop motion effect, the story engages users by asking them to tap certain parts of the screen to ‘move’ products, open doors, and go on a virtual journey. Clever! The only issue we’ve found is that their stories can be very long (100s of seconds – an eternity in the realm of Snapchat), increasing the rate of thumb fatigue resulting in users dropping off.
Best use of Pinterest – Topshop (Pinterest Palettes)
We had a LOT of fun with this. Launched in conjunction with London Fashion Week SS16, Pinterest Palette scans your selected Pinterest board and creates a personal colour palette for which you can then shop clothing of similar colours on Topshop’s website. They also offered colour palette shopping and ‘personal colour consultations’ in their London and New York flagships. Watch the video here and then try it yourself!
Best use of Vine – Burberry
Yeah, yeah, we know. Tired of hearing about Burberry in every social media round-up there is – we are, too! Their use of Vine during Fashion Week does deserve some applause though. They’ve sped up the runway shows into 6 seconds – sure, you can’t see all of the looks, but it’s a great way to add some fun to the brand! Trawl their Vine feed here.
What brands do you think have done social media right this year? Let us know!
All images sourced from the retailers’ social media accounts or websites unless otherwise stated.