Something incredible happened this summer, I finally got an internship. Working as a social media correspondent for a small Turkish fashion brand based in Paris, my main priority was to cover the days of the build-up to their first couture show at Paris Fashion Week. The aim was to build hype throughout the brand’s social media platforms including Facebook, Twitter, Tumblr and, especially, Instagram.
Much to my surprise, there is an entire science to this behemoth. Turns out, there is even a specific time when posting will guarantee to get you an increased amount of <3’s. According to a report by Track Maven “25% of the Fortune 500 brands already have Instagram accounts,” based on which it was determined that typical lunch break hours, weekend and late afternoons were the best times. Their ultimate conclusion, however, was to post pictures “whenever you want,” mostly depending on your personal audience.
This information provided me with the tools to make a tentative schedule, posting 3 posts throughout the day. I quickly learned, however, that it had little to do with time but with the composition of image and the people in it (or associated via #.) It’s slightly hard to believe that we live in a world where being “Instafamous” is now a thing, however for fashionistas such as Carin Olsson, Adriano Valerio and Neriad it worked out just fine.
An invitation to Paris Fashion Week, especially Couture, is a coveted item that many work a lifetime to achieve, however fashion houses such Maison Martin Margiela, Dior and Jean Paul Gaultier were forced to transform this season and save some space in their front rows for said renowned Instagrammers. During this period fashion fanatics worldwide gather for a chance to see and be seen in the latest collections. At first a private endeavor, the fashion world had quickly shake down its restrictions and succumb bloggers the likes of Bryan Boy and Chiara Ferragni. Now shows can be live-streamed and people who made a name for themselves by posting selfies serve as brand ambassadors.
Even Vogue’s most influential publication, the September Issue featured “The Instagirls” as its title. The article brilliantly focused on the best paid working models of today and, of course, their interactions of social media and the importance of keeping up with your followers.
It is not just fashion brands following this craze. Volvo for example offered Instagrammer Brian DiFeo of The Mobile Media Lab (Instagram’s marketing agency) an all expense paid trip to the Volvo Ocean Race in Miami, while Anthony Daniele, another accomplished persona in the Insta-world is invited to photograph exclusive event at Barney’s New York. Even Delta paid famous NYC Instagrammers to cover hockey playoff game between the New York Rangers and the Ottawa Senators back in April.
It seems the reach of Instagram is limitless, seeping into every aspect of our lives and as the science behind it continues to grow, posting times and filter discussions will instill themselves as the hashtags to define our generation and the ones to follow.
by Stanislav Ledovskikh