The Viral ZARA Dress
The Viral ZARA Dress
A social media strategy is a document outlining your social media goals, the tactics you will use to achieve them and the metrics you will track to measure your progress. As platforms like Instagram, TikTok and Facebook are some of the world's most visited platforms, it makes sense for huge companies like ZARA to capitalise on the traffic those platforms create.
For a fashion company like ZARA, a majority of their client base is women aged 18+, which is the same age demographic that uses high traffic platforms like Instagram and TikTok for fashion inspiration. ZARA attracts young fashionistas by offering similar styles to the big international brands, at affordable prices. They are also able to attract a larger customer base and a higher level of loyalty through their rewards program, social presence and trend-setting products.
Zara's Instagram is a prime example of a company that understands their audience. Their page reflects the brands image of 'high-end affordability', while still engaging their target demographic with age-relevant content. Contrastingly, their TikTok page is more suited to the younger half of their target audience, that being women aged 18-25.
ZARA's social media strategy is built off of their products and the reaction to those products by customers. An example of this is the infamous viral ZARA dress. This particular slip dress has generated an eye-watering 2.9million views since landing in stores. The social media strategy behind this was something organically made by the public as the hashtag "#ZARAPinkDress" was created by ZARA's customers instead of their marketing team. The applause rate, traffic by channel and conversions from social media has not only increased sales in ZARA, but it has also increased their presence on social media.
@katie.sing the pink zara dress is now on the AUS website 💖 I LOVE #viralzaradress #pinkzaradress #zaradress ♬ original sound - sp33dsongsx
Even beyond this viral dress, ZARA already had a huge presence on TikTok, with users creating "ZARA Haul" videos whereby they show everything they bought from ZARA and how much it cost them. This created a similar amount of traction and traffic for ZARA as individuals, particularly women, are more inclined to buy something if it is recommended by other women or if the product has rave reviews.
@maayanyve Lil fall Zara haul 🤍 #zara #zaratryonhaul #falltrends #newinzara #ootd #style ♬ original sound - 💍
ZARA is a prime example of how quality products generate their own buzz. However, it is always a good idea to cater your social media strategy to suit your audience, making use of specific platforms for specific consumer groups will help to generate paid and controlled traffic to the site and platforms. Your social media strategy goals should align with your business’s larger digital marketing strategy to create a well-rounded and cohesive brand image.
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