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Rozalia Russian is part of an all-star social media lineup at Ragtrader Live, where she will discuss strategic insights to improve your digital marketing game. Register to see her here. In the meantime, here's a teaser of her stellar career, posts and tips to grow.

What are your top three tips for fashion businesses on social media, when it comes to content?

  • With the latest shift in social media, often showing immediate rises in following due to the latest TV craze, numbers aren’t everything and don’t often give a sound indication of engagement.
  • Create content that is fun and cool, depicting the brand’s product in innovative and interesting ways. It’s insight that my team and I are constantly working through with brands to convey the importance for ultimate success.
  • When choosing someone to work with, ensure that their overall lifestyle fits with your brand, ensuring that their audience is receptive to the content.

What posts get the most engagement?

The best engagement for me is always around key events on the calendar such as the Spring Racing Carnival, Portsea Polo and Fashion Week. Each event allows a realistic view into how you wear an outfit, how you logically style it and how you carry yourself.

What's your prediction for the future of social media and influencers?

Again, I think it is less about numbers and more about engagement, coming back to how creative this content is. It is a privilege to have someone following you, so it’s your responsibility to give them their due respect and produce quality content. Gone are the days of one-off promotional posts, the new trends are looking at long term, collaborative partnerships with someone who represents the brands values as well as their look and feel.

 

What do you credit for your growing and loyal following - how did you achieve cut through?

I have always stayed true to myself, however, over the past six years it has been a case of trial and error. I will admit however that I have worked in ways that the brands wanted me to, and it wasn’t what my audience wanted and wasn’t successful in the end.

Ultimately, now I know my audience better than anyone else, and alongside my management team, together we have created a formula that we exercise when working with brands. With all of the platforms insights now available, we are able to provide creative concepts based on learnings from previous campaign results.

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