The Instagram Fashion Partnerships team hosted a virtual workshop to present the Instagram Fashion Week Playbook and explain new shopping tools that can help brands sell on the platform. You can view the full webinar here and key takeaways below.
New York Fashion Week Playbook
Invitation
A physical invite shares details about your show, builds anticipation and gives a preview of what is to come.
A Stories post featuring the countdown sticker can achieve a similar effect.
The Show using Live
Make it conversational, the power of going Live is that it’s personal and interactive.
Remember to give context as users will be tuning in at different times, so it helps to periodically introduce yourself and what you’re talking about.
Share your Live to IGTV, so fans who aren’t able to watch in real time can view it afterwards and continue to revisit beyond your broadcast.
The Show using IGTV
Capture attention within the first three seconds to keep the viewer engaged and watching.
To maximize impact, go vertical. Vertical videos are more immersive and optimal for mobile viewing.
The sweet spot for length is 3-5 minutes. Consider breaking up a longer video into episodes, linking them together with IG Series tools.
The Show using AR Effects
Bring a product to life using AR.
Create a world your followers can immerse themselves in at home.
Gameify your AR effects (eg. quizzes) to encourage interaction even after your show ends.
Create an AR version of your physical show invite that users can have “in hand” to create buzz ahead of your show.
Serve a creative need: successful events helps users express themselves.
AR as a gift: effects should feel like a” gift” vs. a promotion and help people express affinity in an authentic way.
Keep it simple: make sure any interactions (eg. nodding or blinking to trigger an action) are intuitive and focus on 1-2 main interactions.
Backstage using IGTV
Use IGTV to bring your show notes to life.
If you consulted with a makeup artist or hair stylist on the models’ beauty looks, consider recreating a backstage interview.
Give your followers a candid behind-the-scenes look at what when into putting together your digital fashion show.
Backstage using LiveWith
Invite followers to ask questions about your collection using the Q&A feature: collect questions in advance with the Questions sticker in your Story, or ask for questions during your broadcast.
Share inspiration images with the media sharing tool.
Gift Bag using the Donation Sticker
Select your non-profit: choose a registered 501(c)(3) enrolled with Facebook Charitable Giving Tools.
Logistics: there is no processing fee and 100 percent of the money raised goes directly to the non-profit you’re supporting.
Track results: swipe up on your Story to view the total amount raised and donations made by each person.
Shopping Tools
Shopping Tags allow businesses to highlight products from their catalog in Stories and in feed, so people can learn more.
Shops is an immersive full screen storefront that enables businesses to build their brand story and drive product discovery – all in a native shopping experience.
Collections allows businesses to create the shopping experience by surfacing products into themes that tell a story in their Shops.
Product Details Pages showcase all relevant information on an item from the product catalog , including pricing, rich descriptions and media. PDP’s pull in media where the product is tagged on Instagram, so people can see products used in different ways
Shopping Ads allow businesses to boost existing shopping posts in Ads Manager to reach audiences at scale.
Checkout allows businesses to sell their products directly on Instagram. It makes it quick, easy and secure for people to buy products that they discover on Instagram without leaving the app. Currently in beta in the U.S.
Shopping from Creators lets creators tag a brand’s products in their own content, making it possible for people to show inspiring looks from the creators they love without leaving Instagram. Currently available to sellers in U.S. Checkout beta.
Product Launches are a way for businesses to announce an upcoming launch on Instagram so people can preview details and set reminders to buy as soon as its available. Currently available to sellers in U.S. Checkout beta.
