The user engagement for a new social media platform today usually goes something like this: teens become the early adopters, millennials eventually follow, and brands—later than sooner—follow the latter customer base.
That's been the case for Snapchat. The video-sharing app, which first made headlines as a teen sexting tool, is now counting fashion brands among its users 6 years later.
They want to tap into Snapchat's 100 million user database. But the voyeurism and immediacy of the video app also makes it a fresher and more direct way for brands to engage customers compared to Instagram and Facebook. Think instant unedited fashion week runway shots and backstage antics.
Fashion brands have been slow to adopt the new tool, as always, but there are a few that are snapping and crushing it! Check out the list below for the best fashion and beauty companies you should be following.
Everlane - Uses it to continue company commitment to transparency and regularly responds to their users
ASOS - Snaps everything from outfit ideas and office tours to discount codes and BTS shots
Alexanderwangny - Snaps giveaways, news, and girl squads
Burberry - One of the early adopters, even though their snaps are polished expect the unexpected Ana Wintour appearance or staged store break-in
Gucci - Always creates a buzz by hosting A-list celebrity takeovers
Sephorasnaps - Set up geofilters at all of their locations so users can tag on-site snaps, but look out for sweepstakes and influencer takeovers too
Maisonvalentino - Snaps the most frequently with an informal touch you wouldn't expect from a luxury brand
Stellasnapping (Stella McCartney) - Surprises followers with cameos from big names like Kanye and Pat McGrath
Michaelkors - Follow for supermodels and front row views from fashion week
T.ibi - Follow for BTS looks at the design and production process, and cool styling tips
Pixie Market - Always shares BTS of photo shoots, their cute clothes, and answers inquiries about item availability
WANT MORE FROM ESSENCE? Subscribe to our daily newsletter for the latest in hair, beauty, style and celebrity news.