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The fashion industry needs a heavy dose of social media: here’s why

Catwalk - gabrielsaldana

If you’re in the model, fashion or photography industry then a big part of your job is tracking down fresh talent. But the most important thing is to know where to look. As social media has grown and become one of the most influential communication channels, it makes sense to make use of these platforms when looking for new talent.

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Social media seems more focused on the gender split than that of age. The digital landscape seems to have eliminated generational boundaries, but how do the genders compete in this space?

After looking at a research report published by Nielsen, it’s blindingly obvious that women are making their mark and staking their claim in what used to be considered a male driven territory. So what does this mean for fashion and model industries?

Like it or not, the majority of your models are likely to be female, unless you’re an all-male model agency. These stats might come in handy when looking for your next cover model. As an agent optimizing your social media channels might just be your best bet in uncovering new female talent.

Looking at the numbers, it seems that women have a tendency to engage more than men. But that should have been obvious considering our heightened sense of emotional capacity. Think that’s just feminist? Well, have a look at the stats:

Brand following

Women are 18% more likely than to follow a brand on Facebook or other social media sites. In contrast, men are 21% less likely to do so.

This means that women are more likely to follow and engage with your agency in the social media space.

Online presence

Six percent of women are more likely to create at least one online profile compared to men who are seven percent less likely to have done so.

Women are likely to be active on a wider variety of platforms, offering your agency increased touch points and opportunities to have conversations with them.

Blog profiles

Women are eight percent more likely to create a personal blog, where men are 9% less likely to do so.

As women have a preference towards blogs, creating one for your agency is likely to attract a predominantly skewed female audience. This is a great platform to talk about your agency, new faces or upcoming projects (and need for talent).

Social media activity

Sixty-five percent of women use social media at least once a week, while only 51% of men do the same.

Women are more likely to be online and active in the social media space on a regular basis, allowing you increased opportunities to connect with them.

They key thing to note with regards to women having such a predominant online presence is that, they’re more likely than men to be online. So if you want to connect and seek out new talent, you best be moving in the right (Google+) circles.

Women like to talk

As is the case in the real world, women are more likely to talk to their friends, share their opinions, and write a blog about it. So if you’re looking for referrals or trying to find that one specific look — turn to the online gals and you’re likely to get the results you’re looking for. If they don’t fit the profile, maybe one of their friends do. If you reach one woman in your network, the chances are you have the potential to reach her entire network too. So make sure your first impression is a good one. As they say — hell hath no fury like a woman scorned!

Image: gabrielsaldana (via Flickr).

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