How Analytics May Help Fashion Brands Discover New Bloggers
Fashion bloggers are a driving force behind some brands’ success online because many brands use bloggers to reach audiences in ways they couldn’t just a few years ago. However, as the business of blogging continues to develop, consumers are seeing many of the same bloggers used repeatedly in brands’ marketing campaigns. Since brands need to keep their marketing fresh, finding up and coming bloggers with unique styling perspectives and new voices to support the brand messaging make for the perfect fit.
New bloggers can be found through a variety of methods, but consumer favorites, active resellers of coveted products and those sharing product finds on the social web are three categories to search.
Discovering which fashion blogs are read by consumers is the most obvious way way to find new bloggers with which to collaborate. By using a site such as LookBook.nu, the curated “recommendations” are more real-time than the “daily reads” list some bloggers list on their fashion blogs. The tabs at the top of LookBook.nu separate posts a few different ways. The “New” page shows the most recent looks by members with the best reputations on the site and the “Hot” page shows the most popular looks within the past day or two. Posts on the site can be sorted by categories that include brand, product type, product material, and location. By seeing what looks are trending on a site such as LookBook.nu, a brand can determine a wide range of information about a blogger, from style aesthetic to type of following.
Another way a brand may find up and coming bloggers is by searching for active resellers of its products. Poshmark, a mobile app aimed at fashionable young women selling gently worn clothing, regularly holds “Posh Parties”. These parties often feature up and coming bloggers from around the US as hosts, which the Poshmark team promotes across their social networks like Facebook.
Finding products that bloggers share on social networks is also a way to learn about new bloggers. Two networks that are fashion blogger favorites are Pinterest and Polyvore. While Pinterest doesn’t offer a full analytics dashboard yet, Viralheat offers an analytics package that lets a brand see metrics that include the total number of pins, repins and top influencers by using a keyword search. Polyvore’s analytics dashboard lets a brand view its monthly impressions and engagement, as well as those numbers broken down by day. By measuring these sites’ metrics, a brand can find how bloggers impact product shares.
A brand has access to millions of bloggers. With a little strategic thinking and some digging, a brand can find some pretty great bloggers who may not be international “It” names, but who have creative aesthetic and decent cult-like followings online.
Numbers aren’t everything when a brand looks for a fashion blogger, but they definitely count for something.
Author Bio: Ashley Laurel is the founder of Pretty Innovative, a blog about the convergence of fashion and technology. She focuses on topics such as wearable technology, mobile apps and fashion brands’ social strategies. Her writing has also appeared on sites such as FashionablyMarketing.me, ShopNearMe.tumblr.com, CIO.com, and ClassyCareerGirl.com, and she’s worked in social media marketing for a few years with both consumer and B2B clients.
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