Another example of psychographics in fashion is the emergence of subcultures like kidcore, cottage core, alt girls, and fem boys on social channels like TikTok which are taking new spins on culture and driving strong engagement.
The true power lies in mixing psychographics with demographics. It allows you to make your targeting more accurate to increase your campaign’s profitability. A great example of this mix can be found in athleisure brands like Lululemon and Gymshark who not only focus on the lifestyles and beliefs of their target customers (psychographics) but also factors like their age and occupation (demographics).
Let micro-influencers in on the fun
When you mix micro-influencers into your campaigns it can expand your reach exponentially and allow you to test specific audiences (micro-segments and micro-subcultures). Don’t be afraid to niche down when using micro-influencers, as this approach can help you drive more engagement and sales.
Micro-influencers are also more affordable than the established influencer, so you can make your budget go further by working with them. However, your workload can skyrocket as you’ll be dealing with more influencers simultaneously. You’ll have to take care of tasks like:
- Hunting for the right influencers
- Processing legal paperwork
- Approving content
This is manageable when you only have a few campaigns, but things can quickly go haywire as you scale up.
For best results, get assistance from an expert influencer marketing agency (so you know, Open Influence can help you with all these responsibilities and more!)
Focus on creating customer-centric campaigns
Your influencer marketing campaigns should always achieve at least one of the following goals:
This means you should always be on the lookout for ways to add value to customer’s lives and use customer behavior to understand your customers’ mindset at each stage of the buyers’ journey. Then use this information to optimize your campaigns. This approach will help you craft razor-sharp influencer collaborations that your target audience won’t be able to get enough of.
Finally, try to spend less time hard-selling your products. Instead, aim to build a picture of the lifestyle buyers can have or embody with your brand. Highlight the benefits of your products and show how they will complement or improve your customers’ lives.
Use technology to drive engagement and humanize your brand
These days, you can use the latest tech to create excitement around your brand. For example, Augmented Reality (AR) technology can boost the creativity and interactivity of your influencer marketing campaigns. Social media platforms like Instagram allow all users to create AR filters, so it offers a simple yet highly effective way to get noticed.
Then use influencers to market these initiatives along with your products to drive awareness.
Luxury brands like Prada and Gucci have already jumped on this fun trend to spice up their online presence. So, why don’t you use AR to amp up your influencer campaigns? You could:
- Build an AR filter for customers to use to show off their latest buy from your store.
- Host a competition encouraging customers to create an AR filter for your products to win a prize.
- Release content showing viewers how to use AR to achieve a certain look (e.g., adding jewels to clothes or accenting clothes).
- Encourage your fans to save your AR filters, use them, and tag you in the photos (or utilize a dedicated hashtag).