Ray-Ban's Most Popular Sunglasses on Instagram
Instagram has really taken off as a medium for individuals to share their personal photos, including their favourite looks. The platform has more than 300 million active accounts, making it bigger than Twitter.
One of the most powerful features of Instagram is the ability to tag photos, which then assists other users in finding relevant images shared by others. The beauty is that you don't have to be connected to that other person -- as long as one's Instagram account is public, the images are searchable by the entire user community.
A couple of the most popular hashtags for sharing fashion looks are #ootd ("Outfit Of The Day") and #wiwt ("What I Wore Today") as well as their Singapore-specific versions #sgootd and #sgwiwt.
So, without further delay, here's a compilation of our favourite Ray-Ban Sunglasses "out in the wild":
Instagram and Fashion Marketing
The popularity of Instagram has also given rise to "fashion stars" who have used Instagram as their key platform to become popular fashion leaders, even eschewing the traditional blog. In comparison to a planning, writing, shooting and publicising a typical fashion blog post, Instagram is more immediate and virtually effortless, captures a particular moment, and gives rise to more frequent activity. At the same time, the audience on Instagram is a lot more fleeting than those who would seek out and read an in-depth blog post.
Fashion brands have also latched onto Instagram in a big way. They promote themselves directly through their own Instagram accounts, but also enlist the support of the most popular Instagram "fashionistas" who have built up their own followings. The brands reach out to the most popular bloggers and offer payment in exchange for the blogger to feature their products. In most cases this payment takes the form of free products and cash (except where the brands are in the very high-end luxury space).
From a marketing perspective, promoting fashion brands on Instagram allows companies to reach a younger, affluent, mobile audience which is increasingly difficult to capture by using traditional media. It's also a less staged environment, where paid placements are not readily apparent to viewers. Also, in comparison to Facebook (which owns Instagram) followers of each account see the full feed in their personal streams. For some time now, Facebook has been limiting the visibility of posts to a small fraction of each brand's Likers (typically, somewhere between 2-5% of a brand's total audience will ever see any individual post, without having to pay Facebook to "boost" its visibility, even to the brand's own audience).
We'll also take this chance to mention that Top 10 Shades runs an active Instagram group. Please join us if you haven't already :)
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