In the world of social commerce, the internet bred e-commerce fashion brand Dolls Kill is executing brilliantly when it comes to their social media strategy.
The company has:
- A huge social following (2,600th most followed account on Instagram)
- Been profitable since the first day
- Is generating millions in sales only a few years after starting operations
What’s the secret to their success?
I would argue that their social media strategy is the most crucial element to their rapid growth and profitability. I’ll break down their social media strategy into 5 actionable tips that you can implement for your own business.
Align your Social Media Strategy with your Business’ Mission & Values
Social Media Marketing can only be successful in the long run if it’s in line with your brand’s mission. This means leveraging suitable platforms to communicate with your audience and putting out content that speaks to your brands values.
Dolls Kills values are built on various youth subcultures including Punk and Goth amongst others.
Dolls Kill leveraged Instagram as their medium of choice very early on. Instead of betting on Facebook or any other social platform, they selected the most suitable medium based on where their community was already living.
Create a Cult-like Following by Leveraging the Platform your Community Lives on
Dolls Kill understood that Instagram would become the coolest platform for all the hip millennials long before the platform hit a billion monthly active users. Because their audience is young people, they doubled down on their Instagram marketing as opposed to focusing on other platforms.
Instagram has since evolved into one of the most effective channels for social commerce and Dolls Kill continues to kill it with the content they put out.
The content they post on Instagram is perfectly in line with the brands values. Their product lines reflect each of the subcultures that make up the company and their content speaks directly to youth within these subcultures.
Leverage User-Generated Content (UGC) to Build a Strong, Authentic Community
UGC is like word-of-mouth on mass scale made possible by the internet. Not only is it the best free marketing for your business, It’s extremely effective in building an engaged community. By create a two-way stream of communication, your users can contribute and feel valued. This creates social proof and builds trust amongst your potential customers.
Here are some statistics on UGC:
- 88% of consumers trust online reviews written by other consumers as much as they trust recommendations from their personal contacts
- 74% of consumers rely on social media to inform their purchasing decisions
Dolls Kill often posts content that their customers share on their social accounts. With a quick search of their Instagram profile, you can see the type of content that they feature from their users.
How can you leverage UGC?
There are many different ways to leverage UGC. The most straightforward thing is to feature your audience on your profile.
If you want to get more creative, you can host competitions to encourage your users to actively share content.
The Influencer marketing landscape has changed drastically in these past few years. Companies are no longer using celebrities to endorse their products.
There are now nano-influencers, micro-influencers and mega-influencers. There are no strict definitions in regards to the following of each of these. Micro-influencers are generally considered to have less than 30,000 followers.
The best think about micro-influencers is that you can build a long-term working relationship with them as opposed to a one-off paid collaboration. They aren’t constantly pitched to by tons of brands, so they have more time and are more willing to commit to working with your brand.
Dolls Kill managed to do this by working with influencers that they recruited from their fan base. When they first started out, they ran photo contests and decided to work with the winners on a long-term basis. This not only allowed them.
Like all trends, social media trends tend to fizzle out as well. Think of Snapchat and it’s meteoric rise and the current stagnation it’s facing.
Just like you need to collaborate with influencers on a long term basis to have a successful influencer marketing strategy, you need to think long-term when it comes to your brands social media marketing strategy.
Now, you can never predict whether or when a platform will continue to grow or stagnate, which is why you need to utilize a diverse set of platforms. However, before you expand onto other platforms, you need to be dominating in one first.
Leverage your Medium and Build your Community
A couple decades ago people were born into communities and had to seek their individuality. Nowadays, your born an individual and you need to seek your community.
This couldn’t be more accurate for entrepreneurs. In or der to actualize your goal you need to build a tribe and in order to build a tribe you need to communicate with them via a suitable medium. A two-way stream of communication and creating value upfront will always win in building your brand!
About the Author
After building and selling his first online businesses, Stefanos learned to grow a scalable and sellable business. His primary areas of focus include: product sourcing, business strategy, marketing, general management & operational activities.
Ever since executing in these areas and learning as he goes, Stefanos began writing on these topics and working with start-ups and software companies as a consultant and content marketer. Primary areas of writing focus on Saas, Start-ups, E-commerce & Marketing.
Stefanos currently works as content marketer specialist for SaaS businesses and can be contacted at StefanosBournias.com