Trends On Instagram: The Hottest New Way To Forecast Fashion
Since the advent of social media, your everyday trendsetters increasingly determine the shape and look of today’s fashions. Trend forecasting using Instagram enables fashion enthusiasts and designers alike to predict the most current styles. Likewise, social media has brought consumers and brands closer together than ever.
Instagram Vs. The Runway
Experts of the fashion industry used to be editors, international designer brands, and big-name retailers. Yet, since the playing field has been leveled, so much has changed, including public perception of who’s hot and who’s not …
Instagram influencers seem to be reshaping the guidelines for who exactly can be a model. Clearly, there are differences between high fashion runway models and Instagram models. While neither takes precedent over the other, the rise of the Instagram model has brought some noticeable and arguably positive changes to the game.
The most striking difference is the outward appearance of runway models vs. your everyday Instagram influencer. Traditionally, models have always been very tall and thin. With the influx of influencer models, the image of who and who cannot be a model has been upended.
Many Instagram models are advocates of body positivity; they show that you can feel good about how you look in pictures no matter what! Naturally, this development in the world of modeling has encouraged many aspiring fashionistas to step forward confidently and show off their hottest looks @jazzmynejay.
The Rise of the Niche Influencer
More than 100M images are shared daily on Instagram. They influence three-quarters of purchases and are often driven by nano and mega influencers alike. Additionally, a report from Big Commerce suggests that influencers with less than 35K followers actually get the highest rate of engagement. With only 20k followers, @alisonkang averages around 4-5k likes per post which is way above the average engagement rate of the platform.
We tend to listen to those in our inner circle more than celebrity influencers because this feels like a more familial word-of-mouth marketing strategy. For this reason, 91% of Instagram users trust the opinions of micro and niche influencers over that of big-name, household brands. Major brands such as @glossier and @danielwellington have deployed micro-influencer marketing campaigns to connect with their target audiences and experienced higher engagement rates as well as an upward spike in sales.
Conclusively, Instagram is proving to be a viable outlet for sharing and buying new trends. Studies show 84% of shoppers consult at least one social media channel before making a purchase, which is why brands like @asos have cleverly turned their social media channels into a fashion mood board.