by: tw Timothy Webb
Video is one of the best ways to reach people. As content goes it is easy for people to understand, and requires less attention and work than reading an article does. Until recently, the strongest medium online for video was You Tube. As with all things online, times are rapidly changing.
Live video is the latest enhancement added to the Facebook platform and comes with some great advantages. Not unlike the latest style or fashion trend, the world of online marketing and social media changes quickly. Video is a terrific medium for one of the most visually appealing industries on the market—fashion.
There are so many terrific opportunities for maximizing the benefits of Facebook Live to reach your fashion brands’ target market. What’s more, a recent enhancement to Facebook’s Live Feed allows Facebook Live videos to appear higher in Facebook’s News Feed. Being on top is a definitive advantage for fashion brands in the online marketplace. Some features work better depending on the type of fashion and your audience. With Facebook Live, videos can last up to four hours in length, so the possibilities and uses are endless.
Show and Tell
A technician at Luxottica’s eyewear plant in Italy manufactures eyeglasses.
CBS’ 60 Minutes ran a segment some time ago on optical frame manufacturing giant, Luxottica. One of the most interesting parts of the piece covered how eyewear is made and why some of its’ frames they make such as Tiffany, Prada, Oakley and other high-end designer labels can be so expensive. The actual Italian craftsmen in the factory were filmed using high tech equipment and precise jewelers’ loops to hand-set and individually place each Swarovski crystal into Bulgari eyeglass frames and sunglasses.
This exercise illustrates to the customer the time and engineering required to turn out a beautiful and quality product. This could have been an epic Facebook Live moment. Consumers enjoy the behind the scenes moments, especially if they feel they have been given an exclusive invitation.
Fashion shows during New York’s Fashion Week would also be a great opportunity for any fashion brand on Facebook Live. Consider just about any designer label offering a fifteen-minute look-see at what’s happening on the cat-walks of New York exclusively for their Facebook friends.
Imagine letting your brands’ Facebook friends know that they are invited to exclusively see from the comfort of their own laptop, the new styles for the upcoming Fall Fashion Season. Victoria Secret has been doing it so well they’ve made a live televised event out of The Victoria Secret Fashion Show complete with top-name emcees and musical entertainment. Just a tiny bit of that kind of consumer-based enthusiasm for a brand can move it forward by leaps and bounds.
Probably the most anticipated fashion unveiling of the televised era was that of Princess Diana’s wedding dress. The paparazzi were literally sneaking through garbage cans to try to find copies of her designers’ handiwork to leak them to the press. In fact, the designers loaded their garbage with false designs to throw the paparazzi off the trail so the real dress could be kept secret. One can only imagine the moment of suspense when Princess Diana stepped out of that carriage in front of the cathedral wearing her wedding dress. That’s a moment, the type of material, that Facebook Live dreams are made of.
Another great way to feature a fashion brand on Facebook live is to show a backstage preview of a fashion commercial shoot. Imagine a far-flung exotic locale, with a celebrity Armani model shooting a commercial on a beach. An advance invitation to this Facebook Live event could bring a crowd.
The added bonus is that all the hard work the marketing team has put in on the commercial and campaign not to mention the clients’ ad budget will go further. Because the brands’ Facebook friends are going to really connect with the commercial now whether it be digital, print, or broadcast. Connected brand fans are worth their weight in gold.
Another idea that is already in use is that of Digital Trunk Shows. These are amazing because the Facebook Live viewer no matter how rural or remote they are can now see your latest fashions as presented by the person of your choice in whatever setting you like.
Similar to the Home Shopping Channel, a fashion savvy brand champion can discuss the features and benefits of specific pieces of clothing while showing them live on Facebook. With today’s technology, it is even possible for the viewer to click on articles of clothing and have them added to their virtual shopping cart right from their own home. What a way to kick off the fashion season!
Live From Anywhere…It’s Your Fashion Brand!
Facebook Live allows you to engage your customers and followers in real time. This can make your customers feel important and even a part of the process. Having the LIVE logo by your video makes it more exciting, compelling and relevant for your fashion forward consumers. To make the most of your fashion marketing, let your audience know when you’re going live.
Promoting your video in advance will whet your customers’ appetites and get them excited about what is to come. No one wants to miss out! Do this too far out and your customers forget about it, so really about 1-day in advance according to Facebook is the optimal time to tell your audience that something exciting is coming from your fashion brand. You’ll want some catchy copy to accompany your promotion to get their attention. You want to give them an idea of what’s coming without exposing your brand’s reveal.
Videos on Facebook Live can be found and replayed again for those who didn’t get enough of your brands’ style on the first play. For the marketing team, the benefits of instant feedback can be priceless. Having access to live reactions to product intros or re-imaginations of existing ones can help you check and monitor your progress. This can help you gauge the success of current styles or even those you think you’d like to bring to market in a new launch. Think of this feedback as a one on one focus group. This will help you keep your fashion content both tailor-made and engaging.
Facebook Friends Get Engaged
People love videos. Facebook Live gives your fashion brand the opportunity to re-energize your current followers and make raving fans out of new ones. Your followers can keep up with all your brand is up to right in their Facebook News Feed. Today’s shoppers are looking for instant gratification, and with live video, they can have those urges fulfilled with your brands’ latest styles and fashion renderings.
Once your followers, new or old, begin to share some of your fun fashion tips or other useful content, your fan-base will only increase. Be at the right place at the right time. Set notifications to let your followers know when your brand is going live so they can participate in your fashion brand event. When they are tuning in just to see you live, you will have true ambassadors for your fashion line that you’ve worked so hard to promote.
What’s more is your followers can click the “Live Subscribe” button at the top of your video and receive notifications when your fashion brands’ videos go live again. You’ll want to remind your viewers that they can subscribe to your videos and ask them to do so. Whenever possible, on Facebook Live, try to mention some of your subscribers by name. If you have customers asking questions that you feel you can answer effectively online, then by all means do so. This will only bring your consumer closer to your brand and cement a positive relationship.
Gone But Not Forgotten
Find a regular way to end your broadcasts so that you’ll be letting your audience know the show is over, but be sure to tune in next time for more. Developing a unique catch phrase or leveraging your fashion brand’s logo, motto or hard-earned street-cred will make them want to tune in to your brands’ Facebook Live videos again and again.
The more you go live, using Facebook Live, the more your audience will expect to be able to find interesting and stimulating fashion content. The more your audience engages with your site, the more customers you will have in the long run and the more sales your brand will enjoy.