I dati di crescita di Instagram sono impressionanti: con una crescita su base mensile del 16% (DMR STATS) e la sua user base di più di 400 milioni di utenti attivi, si conferma come un vero motore social.
Il visual social media per eccellenza, anch’esso di proprietà di Mark Zuckerberg, oltre ad essere il social network preferito dai millenials, sta diventando un tassello fondamentale per le strategie digitali di moltissime aziende, soprattutto per i brand che fanno del luxuy e della moda il focus delle proprie attività.
MODA ED INSTAGRAM
Per meglio comprendere la portata di questo fenomeno, i dati rilasciati dagli organizzatori della New York Fashion Week 2016, lasciano pochi dubbi su quale sia il social network più utilizzato dai brand della moda.
Nel 2014 l’evento venne seguito complessivamente da 8 milioni di utenti sui tre social principali (5mln su Instagram, 2.5 mln su Facebook e il rimanente su Twitter). Solo un anno dopo Instagram raddoppiava il proprio livello di engagement, con oltre 11 milioni e mezzo di utenti attivi, lasciando a Facebook e Twitter numeri estremamente più bassi (rispettivamente 2.5 mln e “solo” 500 mila utenti a Twitter).
Quest’anno il trend si è ulteriormente rafforzato e, parallelamente all’aumento organico di Instagram, il settore della moda ha aumentato notevolmente gli investimenti su questo social network.
Il 2016 è inoltre l’anno che sancisce un divario spaventoso tra i diversi canali sociali in termini di rilevanza battendo due record impossibili da pensare fino a poco fa.
Il primo record: Instagram ingaggia oltre 14 milioni di utenti, coprendo oltre il 97% dell’engagement creato dai fashion brand e relegando Facebook a una quota di assoluta inconsistenza.
Il secondo record: Instagram raggiunge un tasso di coinvolgimento con gli utenti del 2,26% (utenti ingaggiati/ follower) che è un valore 10 volte superiore a quello di Facebook e addirittura 100 volte superiore a quello di Twitter.
Per quanto riguarda i brand coinvolti in questo cambio di strategia social, citiamo in particolare il caso Nike, che ha reso Instagram il proprio canale principale, che ha visto investimenti pubblicitari maggiori rispetto a Facebook (ed il numero di utenti coinvolti, infatti, non mente).
Il fenomeno è presto spiegato: la rapidità e facilità di scoperta di nuovi utenti o brand su Instagram può rivelarsi un momento estremamente gratificante per gli utenti, che a suon di hashtag possono passare rapidamente dalle foto di influencer, all’account del brand dei vestiti indossati, avendo la possibilità di interagire con gli outfit individuati grazie ad applicazioni come DEPOP, CHICISIMO, LIKETOKNOW, che consentono di ottenere maggiori informazioni sulle firme, conoscere prezzi o addirittura acquistare.
INFLUENCER
Tra fashion blogger, VIP o meravigliosi sconosciuti divenuti brand ambassador, il flusso di dollari attorno ad Instagram è enorme.
Per citare un esempio made in Italy, basta citare Chiara Ferragni che con un account Instagram dalla fan base di oltre 6 milioni di utenti e grazie al blog TheBlondeSalad è diventata un vero e proprio argomento di studio presso l’università di Harvard, che consente di riflettere sull’approccio cross mediale che i brand di moda stanno utilizzando: se è vero che le vendite delle riviste di settore stanno diminuendo, è altrettanto vero che i volti più noti di Instagram stanno conquistando sempre più copertine cartacee di Vogue et simila.
Chiara Ferragni
I motivi di questo successo su Instagram è in parte connesso all’utilizzo del social network in maniera (quasi) esclusiva dai dispositivi mobile, che rappresentano il presente ed il futuro dell’online: tutti i contenuti sembrano originali, meno artefatti e stimolano gli utenti ad imitare (negli stili di vita e di conseguenza nelle foto da postare) gli influencer.
Il tutto condito dal linguaggio internazionale delle immagini, che non hanno bisogno di traduzioni e che se corredate da qualche hashtag ben studiato, permettono di raggiungere milioni di persone (cosa che su Facebook non sempre è possibile a causa delle sue policy privacy).
Il quadro è complesso ed Instagram sembra averlo capito introducendo sempre più funzioni (video e advertising oltre alle new features dei profili business, che così come su Twitter, sembrano in arrivo a breve) e gli utenti sembrano gradire.
Moda e Instagram, un connubio vincente destinato a durare.
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