Connect with us

SOCIAL

Why Athleta archived most of its Instagram account as it attempts a brand refresh to woo back customers

Published

on

working from home

Athleta is wiping its Instagram account in a bid to re-introduce itself to shoppers.

Similar to someone going through a breakup, the brand has archived its Instagram posts, launched brand new content, signaling the company’s new brand direction. As opposed to product-focused social media ads and marketing campaigns, the new direction brings Athleta to the 21st century with a video-led strategy, user generated content and more influencers, according to Julia Leach, Athleta’s recently appointed chief creative officer.

Athleta’s brand refresh comes at a notable time as parent company Gap and its portfolio of brands — Old Navy, Banana Republic and Athleta — is suffering a myriad of issues, including lagging sales, stiff competition from fast fashion retailers, and the departure of key leaders, including former Athleta CEO Mary Beth Laughteon. Per Barron’s, the former CEO stepped down in March following a sales slump. Since then, Athleta has hired former president of Alo Yoga, Chris Blakeslee, and Leach.

Under Leach’s new leadership, the brand direction is more focused on nature, travel and women’s empowerment.

There’s a sense of urgency to turn the brand position around and revamp how it presents itself to consumers, starting with social and digital, ahead of the holiday season. Those can be easier to tweak than retail locations and can help boost brand awareness to reach new audiences, per Leach. Aside from Instagram, the 25-year-old athletic brand is also revamping its website and retail locations.

“Let’s get really good at one thing first and then move, in terms of social strategy,” she said. “Let’s not run at everything 100 miles per hour. Let’s run at one thing where we know the customer is.”

Advertisement

From a strategic standpoint, an Instagram revamp can act as a user focus group, allowing marketers to test brand perception without spending ad dollars, said Tommy Henvey, co-founder and chief creative officer at Something Different, an ad agency.

“The reality is you can go out and test the waters there and see what people’s reaction is to changing something,”  he said. “And it’s not going to cost you $50 million dollars.” Athleta currently has 850,000 Instagram followers.

For now, Athleta isn’t spending more on its content creation. Instead, Leach is asking the apparel brand’s in-house social media team to do more with what’s available. There are also no current plans to pursue something similar on TikTok, although the brand has secured its handle and a presence via influencers. The brand has also been active on Threads, but as engagement on the Meta-owned platform has dropped off, efforts there may plateau soon “rather than distract ourselves,” Leach said. 

Over the weekend, Athleta went dark on its Instagram account, archiving all of its previous static photo posts and Reels from its 850,000 followers. Now, there are just three posts that read “Power of She.” Within the coming months, followers can expect to see more user-generated content, influencers and videos, per Leach. 

“I really wanted to hold the team’s hand and say, ‘It’s not that we’re not proud of what we’ve done before, but we need to signal change,’” she said. 

Two years ago, Italian fashion house Bottega Veneta made a similar move, deleting its Instagram account with 2.5 million followers, as well as its Twitter (now X). Only its Facebook page remains. It’s still unclear why the company cleansed its social media accounts, per W Magazine. In the past, celebrities have made a similar move to drum up buzz ahead of product launches or project announcements. 

Advertisement

“There are some brands that do that and do it to be a little provocative,” said Patti McConnell, co-founder and managing partner at Something Different ad agency. “It’s sometimes just to be wowed in a different way and alert their followers [or] help to shift their thinking a little bit.”

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

SOCIAL

Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

Published

on

By

Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

Advertisement

This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SOCIAL

Catering to specific audience boosts your business, says accountant turned coach

Published

on

Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

Advertisement



“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SOCIAL

Instagram Tests Live-Stream Games to Enhance Engagement

Published

on

Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

Advertisement



Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS