#InstaSuccess: @FPChicago uses Instagram to connect with consumers

At ParadigmNEXT, we harmonize tactful business strategies with creative innovation. Our team develops digital marketing solutions that expand a company’s brand awareness while driving sales. 

Social media is such a vast environment, so really understanding which platform works best for a particular industry’s marketing needs is key. For example, a tax accountant may get the most professional use out of LinkedIn rather than Instagram.

Telling a brand’s story via Instagram

One digital marketing platform we love is Instagram, a social networking app for sharing photos and videos from a smartphone.

Free People is one of the many fashion brands that markets on Instagram. With an Instagram following of more than 3 million, Free People is an American bohemian retail company that sells women’s apparel.

Instagram gives the consumer an inside perspective of what the Free People girl is all about. This visual storytelling gives a unique behind-the-scenes perspective of the brand’s personality.

Free People’s general Instagram account @freepeople includes artistic photographs of their apparel. The products in their posts exude style, and the environments as well as the activities the models are doing look exciting. In @freepeople’s Instagram bio, there is a convenient link to a specialized “Instagram Shop” for customers to purchase looks from any given post.  

Using target audiences to create relatable content

Free People has distinct Instagram accounts for all of the major geographic areas. With this, consumers from around the world can visualize Free People products at home. The more emotional connections formed with the consumer, the more likely it is to sell your product. Personalizing marketing strategies for particular groups allows marketers to use specific relatable content.

@FPChicago is an instagram account that showcases the Free People experience right here in Chicago. The posts range from bodysuits by The Bean, to maxi dresses near murals.

Another account, @FPCalifornia, personalizes the Free People experience by showcasing a West Coast experience — including photos of breezy beaches, surfboards, and mountains.

With many breathtaking shots of Chicago, @FPChicago’s stunning visuals drive sales. Customers are known to come in and ask for something they’ve seen on the @FPChicago page.

But @FPChicago goes further than just aesthetics. There is information on new markdowns, sales, and local events.

While Free People has a monthly print catalog of seasonal trends, their Instagram accounts give consumers a chance for community engagement. Free People fans can participate in various Instagram marketing campaigns from their very own Instagram account, helping consumers feel like they are an important part of the brand.

Enhance your brand’s social media

In today’s digital world, it is vital to understand how to best market your brand. To learn more about the projects that ParadigmNEXT has worked on, please view our portfolio.