The Fashion Week is upon us and while the city of Milan is preparing, a battle to the dress code has begun on the social networks. Forget (if we’re talking about fashion) Facebook and focus on Snapchat (the same Chamber of Fashion announced its account a few weeks ago) and Instagram: these are the new communication channels for clothes and accessories, and here is going to arrive advertising.
Snapchat is preparing to earn a billion dollars in advertising in 2017; as many as 2.3% of investments in advertising on social networks is intended for this channel that launched its platform ‘only’ in mid 2015. Instagram, that already is the fashion world favourite platform, will grow even more. As many as 50% of users follow a brand; and if we’re talking about products, shoes catalyse the 27% of the attention while clothes the 25%. Forecasts say that Instagram will earn 1.53 billion in advertising revenues, surpassing giants like Google and Twitter.
Meanwhile, Instagram is renewing itself: whilst the map was eliminated that allows you to geographically reorder the photos, users will be given the opportunity to blow up photos and videos. Less than a month after the new ‘Stories’ feature and only a short while from the introduction of analytics, here is another novelty. The objective of the co-founder Kevin Systrom is to make Instagram “the most comprehensive social in the world.”
And talking about innovations, there is already some brands that said goodbye to traditional casting and selected models – for the first time – just on Instagram with a scouting activity!