H&M Develops Various Social Platforms To Gain Popularity

< p > as a famous fast fashion brand, H&M is loved by young people all over the world.

But few people know that H&M is actually an old brand created in 1947. The secret of H&M's youthful vitality lies not only in its pursuit of fashion itself, but also in its innovation and progress with the times.

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< p > H&M has also done well in the Super Bowl advertising marketing feast just ended.

RKG evaluated the brand's digital marketing activities during the super bowl, ranked H&M second, and affirmed its performance in social media.

All along, under the guidance of "3I" (Informative, Inspiring, and Interactive), H&M has made a great contribution to social marketing.

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< p > strong > 1, multi pronged approach, focusing on dominant social platform < /strong > /p >

Like P, H&M has set up official accounts on Facebook, Twitter, Pinterest and other social platforms, releasing new product information and fashion information, launching online and offline interaction, answering questions from fans, etc.

With more and more brands entering these platforms, the advantages of H&M are no longer significant.

Therefore, while continuing to operate the existing platforms, H&M actively develops new paths and focuses its efforts on the advantageous platforms, such as Google+.

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< p > on Google+, the most popular brands are neither Coca-Cola, Disney or Starbucks (the three is the popular brand on Facebook), nor Google itself.

Currently, in the Google+ brand attention list, H&M ranks third, much higher than that in Facebook and Twitter.

Google+ is different from other social platforms because of its "circle" function. This requires a deeper interaction between brands and fans, and marketers can get real-time data according to the performance of different circles.

H&M is looking at the unique advantages of Google+, hoping to share the latest fashion information with the target consumers everywhere.

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< p > first, H&M positioned the content of Google+ as inspiration and exclusivity.

As Miriam Tappert, H&M's global social media manager, said, image is the most effective way to disseminate fashion and life messages. H&M's content in Google+ mostly focuses on pictures and videos, and ensures freshness, immediacy and relevance of content.

Looking at H&M's Google+ home page, the carefully selected beauty charts and videos give people a sense of pleasure, which brings artistic and aesthetic inspiration.

In order to let fans get exclusive experience, H&M is committed to providing content different from other social platforms on Google+, ensuring user stickiness and loyalty, such as preemptive preview of new products and behind the scenes reports.

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< p > secondly, H&M makes full use of the data presented by Google+.

The high degree of enjoyment and the characteristics of the circle provide first-hand data for the marketing team of H&M. They can observe who has shared and spread the path, and whose views have had an important impact.

Then we can know the structural characteristics of leaders and communities in different circles, and lay a foundation for future marketing strategies.

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< p > < strong > 2, with small stroke, giving full play to the power of interaction < /strong > < /p >

< p > the use of social media is part of the overall marketing strategy of H&M, but it is a very important constituent element.

Whether it is the "50 States of Fashion" activity on the Internet platform last year, or the recent Super Bowl campaign, we can see the big energy burst out by the small figure.

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< p > continuous topic discussion keeps the activity warm.

The annual super bowl has always been the battleground of big brands. This time H&M also adopted celebrity strategy, inviting spokesperson Beckham to appear in the advertising film.

The difference is that H&M has created two editions for the February 2nd Super Bowl advertising day, and the decision to broadcast which is in the hands of consumers.

As soon as the event came out, there was a heated discussion in the social media, and fans went to the polls to pick out the most anticipated way of Beckham's appearance.

On the Super Bowl stage, H&M is an entry-level player, thanks to the real-time follow-up and promotion of social media, the activity has been kept warm throughout the tournament and has produced good results.

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< p > double inspiration of opinion leaders and incentive mechanism.

In 2013, in order to promote the new online business website in the US, H&M launched a marketing campaign called "50 States of Fashion".

H&M encourages consumers in the States to upload their photos to the Instagram homepage and name them as HM Shop Online AL (Alabama). According to the voting results, H&M selects the spokesmen of each state from the participants, and the winner will get a $1000 voucher and an opportunity to go to New York to attend the fashion week.

In the whole activity, H&M not only calls on ordinary consumers to actively participate in activities, but also invites local opinion leaders to promote the spread of activities.

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< p > interesting activities stimulate users' active sharing.

In 2012, H&M increased the traffic of stores in New York, Losangeles and San Francisco, and decided to attract potential online consumers to offline stores through LBS and mobile Internet.

What is the motivation to attract customers to the line? That is the portrait of Beckham in different areas. Users find images scattered around the city according to clues provided by H&M.

Beckham's fans won't let the chance of "close contact" with their idols. In a moment, the photo and photos of Beckham spread over the social network, and the brand exposure increased instantly.

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< p > strong > 3, user center, create a good experience with high-quality content < /strong > < /p >

< p > social media enables ordinary consumers to gather around the brand and form a community with common interests. Its activity and tightness depend on the performance of the social center, namely the brand.

In the regular operation of social platforms, the link between brands and consumers is content. H&M is capturing the hearts of consumers with sincerity.

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< p > clear demand, do what is good, rain and dew are evenly distributed.

Social media, of course, is a favorable platform for self presentation of brands, but blindly speaking to oneself is bound to lose heart.

The positioning of H&M is a popular fashion brand. At the same time, it is also aware that its consumers are a group of young people who are extremely sensitive to fashion. They are concerned about the fashion trends at all levels.

Therefore, H&M is not limited to the content of brand positioning, but also extends to every field of fashion.

Although the products sold around the world are basically the same, H&M takes care of the preferences of consumers in different regions on the social platform, creating various interesting topics, such as bicycle fashion, Broolyn's futuristic fashion and so on.

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< p > explosion spot exclusive material to satisfy users' curiosity.

What is the backstage of the fashion show, what interesting scenes behind the ads? These are the curious contents of fans. This is also the heavy welfare that H&M often brings to fans.

The release of these behind the scenes content can be seen as a lot of gains. On the one hand, it can be easily obtained and only needs a little attention to record. On the other hand, while satisfying the curiosity of users, it is also the re pmission of brand activities, so that users can have a comprehensive and in-depth understanding of brand names.

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< p > < strong > domestic situation: < /strong > /p >

< p > above is the performance of H&M in foreign social media. Whether in daily operation or in brand activities, H&M actively uses various social platforms to communicate with consumers to display brand image.

In contrast, H&M in China has far less social media applications than the European and American countries.

First of all, the use of the platform, H&M in addition to updating content on Sina micro-blog, its official account on WeChat, everyone and other platforms is basically in a "half paralysis" state.

In this case, we can only observe the micro-blog of H&M, and update frequency and content form basically keep pace with foreign social media accounts.

The localization content is mainly reflected in the interaction with celebrities and celebrities in the domestic fashion industry, as well as the promotion of domestic store promotion and brand activities.

In contrast, H&M's use of social media in China still stays at the level of brand image, and the degree of interaction between fans and the content of users' spontaneous creation are not as good as their performance in foreign social media.

Not just H&M, many international brands thrive in foreign social media, but behave in a mediocre way in China. They are strategic priorities or acclimatized. The reason is worth pondering. < /p >