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Engaging Customers, It’s All About Connection

 This week’s look into social media marketing got me thinking about how much influence platforms like Instagram, TikTok, and Pinterest have on the retail industry. Social media has become more than just a place to post promotions—it's where brands build relationships, shape their identities, and stay top of mind.

What really works when it comes to engaging customers online? One strategy that stands out is interaction. When brands use polls, quizzes or respond to comments and DMs, it creates a two-way street. It feels less like being sold something and more like being part of a conversation. Aerie does this really well—they highlight real customers in their posts, share their stories, and promote body positivity. That kind of authenticity makes people want to stick around.

Timeliness also matters. Brands that stay on top of current trends, whether it's a viral TikTok sound or a trending aesthetic, tend to perform better. It shows they’re listening and part of the same culture as their audience, not stuck in the past.

When it comes to building and maintaining a brand on social media, consistency is everything. The most successful brands have a clear visual style, a recognizable voice, and messaging that matches their values. Glossier is a great example. Their minimalist look and customer-first tone are instantly recognizable across every platform. They’ve created a whole community around skincare, not just products.

One thing that stood out in this week’s materials is how important storytelling is. People want to know the "why" behind a product. Who made it, what inspired it, or how it fits into a bigger picture. Telling those stories builds trust and loyalty. For anyone trying to grow a brand, I’d suggest starting with clear values, then using those as a guide for everything from captions to campaign ideas.

One brand that’s nailed their social strategy is Fashion Nova. Their use of influencers, frequent posting, and strong understanding of Instagram’s algorithm helped them explode in popularity. They’re fast, flashy, and in sync with what their audience wants to see.

On the other hand, Forever 21 is a reminder of what happens when a brand doesn’t keep up. Their social media became inconsistent, missing opportunities to engage or keep up with new trends. While there were other reasons for their decline, their lack of a strong, updated online presence didn’t help. They might’ve done better with a refreshed visual identity and more collaboration with digital creators.

Social media has changed the way retail works. It's not just about showing off the newest arrivals—it's about creating a connection. Brands that use social platforms to tell stories, invite engagement, and stay relevant will always have the edge.

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