What when you might flip a passion you like right into a thriving enterprise? South Van Der Lee took her ardour for knitwear and après ski trend to develop GOGO Sweaters into the profitable model it’s at present. As president and designer, South works with a group of knitters in Calgary, Canada, to create handmade luxurious designs.
Immediately, you could find GOGO Sweaters in shops like Free Folks, Revolve, and Holt Renfrew, due to worldwide demand for the model. One of many largest levers of development for GOGO Sweaters is its Instagram account. Over time, South has put collectively a profitable recipe to assist her create partaking posts that drive engagement and enhance gross sales.
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4 suggestions for creating social media content material that converts
Forward, South shares her 4 suggestions for creating Instagram content material that can make it easier to entice new prospects.
1. Follow a theme
South desires most of her merchandise shot within the snow in Canada so viewers can get an genuine really feel for what the model is all about. These pictures depict a constant aspirational life-style that draws an viewers of winter sport lovers.
“Snowboarding will at all times be the anchoring level, and once I determined that, that’s when issues actually began taking off [on Instagram],” South says. Folks like familiarity on social media. It would make your model simpler to recollect, and identifiable traits may help a model journey sooner to the correct audiences by phrase of mouth. 
2. Seize a way of life
“It’s actually arduous to promote somebody on a flat picture, particularly within the luxurious enterprise. It’s important to promote a fantasy too,” South says.
When capturing pictures of your merchandise, embody life-style pictures to provide social media customers an concept of what life could be like in the event that they too owned the merchandise. “It’s actually vital to have pictures that the consumer can put themselves into,” South says.
With so many purchasing choices, potential prospects want to have the ability to image themselves in your merchandise to justify the acquisition.
3. Suppose exterior the field
To catch folks’s consideration on social media, standing out from the competitors needs to be your objective. “You wish to get folks serious about how they might wish to put on your product, your model,” South says.
One instance she shares is posting every day to her Instagram Tales, displaying alternative ways she wears her GOGO sweater to work. A few of them are much less conventional than others. “I would like folks to re-envision how they put on their garments, so I’m making an attempt to coach folks to put on sweaters over issues as an alternative of underneath,” South says.
This strategy helps draw folks in, piques their curiosity within the model, and makes the Instagram web page an gratifying observe for customers.
4. Arrange store
South has discovered that the majority prospects are purchasing on their telephones, so she makes positive to shoot and put up content material with this attitude in thoughts.
To make issues simpler on her followers, South connects her Shopify retailer to the product pictures on Instagram. When her website is working with Instagram Store it makes every of the pictures shoppable and accelerates the checkout course of all collectively. “This was a giant second of change for our gross sales,”South says.
Whereas rising your Instagram following will take time, these 4 steps may help you concurrently develop an viewers and convert them into loyal prospects.
To listen to extra of South’s social media advertising and marketing suggestions and uncover her greatest technique for negotiating with retailers, tune in to the complete Shopify Masters episode.