Australian footwear brand, Windsor Smith, regularly utilises videos on Instagram to engage with its 314,000 followers. The videos are shot outside in urban locations and use on-trend music, fashion styles and quick edits to appeal to the followers.
The 'street style' is a popular trend that many footwear brands use to make their brand relatable to the everyday consumer on social media.
However, videos seem to be a relatively untapped resource in the space, so Imogen Bailey spoke to marketing specialist, Kathryn Dawson and social specialist, Charlie Le from Windsor Smith, to see how the videos have impacted the business.
Why does Windsor Smith use videos on Instagram?
We believe videos allow us to engage our fans with more information and content, as opposed to a single image.
We appeal to their senses of sound and sight to create an experience within our 15 second time frame window.
With such a short amount of time to capture their attention, we are meticulous with what we choose to include in our videos.
What techniques is Windsor Smith using to increase views?
We share the same video to our Instagram TV and also our stories. We also ensure we tag our location and call out key attributes throughout hash-tags.
How have sponsored posts impacted the follower numbers?
We use sponsored posts to reach potential customers in other countries who may not know of our brand.
We see an increase in numbers from the countries we do not currently have stores in, as they see us as exclusive and new.
Can WS see direct sales coming from Instagram videos? If so, how has this changed the way you market the shoes?
Yes. Every week we see sales with the products we feature in our videos and posts.
We strive to push our latest collection full throttle as we believe the more they see it, the more likely they are to buy down the track.