7 Instagram Lessons from Seven Corset’s Profile

Fashion isn’t just our business; it’s a passion that inspired my wife and me to create a hobby account on Instagram focused on the world of corsetry.

Yes, it’s for personal interest, but it also gives us a platform to experiment with new approaches, new imagery and fresh strategies for the benefit of our clients.

Now at 250+ posts and counting, we can share a few things we’ve learned:

1. It’s not the number of followers, it’s the interaction.

So many so-called experts focus on the number of followers rather than the number of interactions on a given post. This makes no sense.

If you care about building momentum, whether to organically grow your followers or drive visitors to a sales website, you need to engage your audience.

Likes and comments are worth more.

With @sevencorsets, we’ve got “only” about 4,500 followers. And yet, our posts routinely receive more likes and comments than accounts with 10x the following.

Why is that?

2. You need to understand your follower base.

A few weeks ago, a well-known model in the corsetry community posted a picture of her gluten-free food. She lost more than 1,000 followers.

Why? Because that’s not what her followers expected from her.

They start following you for a reason. They have very specific expectations from your account. Violating their trust will, at best, cause your followers to scroll on by. At worst, they will abandon you.

So how do you get to know them?

Interact with them. Read their comments. Reach out to new followers and thank them, knowing that some will write back and give you useful insights.

And once you know what they like…

3. Give ’em what they want.

Over time, you’ll get an idea of what kind of images do best.

With @sevencorsets, we’ve noticed that the best photos tend to feature:

  • A clearly visible corset (well, duh)
  • A unique piece
  • A fresh-faced model
  • A gothic tone

We’ve noticed that our audience cares about the setting. It’s not (just) about the corset or the model; it’s about combining all the elements into a story.

4. Dedicate time to the follow and follow back technique.

Following another account hoping they will follow you back is helpful in the early days, both for creating your follower base and collecting useful insights.

Trouble is, most account owners mess it up so badly that it hurts engagement, leaving them with a large following but lacking the attention they need for their feed to succeed.

So how do you do it right? Well, based on our experience:

  • Be prepared to spend some time on this. If you don’t have time, don’t bother – it won’t work.
  • Interact with the people who follow back. A quick “thanks for following back” and maybe a like or comment on a recent relevant post of theirs is a nice way to do it. Your followers will spend more time liking and commenting on your posts as a result. And the conversations you have will lead to useful insights.
  • Treat your followers like people, not a follower count. Show them you care and they’ll return the favor. (That’s a big “secret” of the most successful micro-influencers, by the way.)

5. Don’t be afraid to block and ignore people.

There’s an old joke that on the Internet, no one knows you’re a dog. Many people certainly seem to act barnyard animals on the platform. Don’t hesitate to mute, block or ignore them.

6. You don’t need original content all the time.

Maybe you think you need new content all the time. We’ve found that isn’t true.

Our feed is a repost feed. Other than occasional corsetry-specific retouching work our Seven Stockings team has done, we post no original content.
And you know what, as long as it’s a good photo, no one cares.

What they do care about is…

7. Quality Graphics

As the director of a lingerie-specific graphic design firm, I’m clearly biased. But the results speak for themselves: graphics quality counts A LOT.

A pretty graphic gets likes. An ugly photo does not.

Maybe that doesn’t jive with your sense of fairness. But the results don’t lie.

I see plenty of great fashion designers who put their work online without the proper staging and then wonder why their followers don’t like it.

Because the truth is, people don’t buy products. They buy a story and the emotions behind the story.

Instagram is nothing more than a platform of stories. The image you put out there – individual graphics and your feed as a whole – tells a story – a story about the piece and about the brand.

Yes, there are exceptions, but, as a general rule, better graphics equals better engagement.

BONUS LESSON LEARNED: Don’t be afraid to try new things.

And finally, at the risk of invalidating some my previous point, don’t be afraid to try new approaches, imagery and concepts.

Granted, my wife and I run @sevencorsets for fun and testing, but even for those building an Instagram feed for your business, it’s worth experimenting. You’ll stumble across useful insights that can profoundly change your business for the better.

And isn’t that what marketing is all about?

Comments are closed.


All Rights Reserved · No part of this website may be reproduced without the written consent of the Publisher, Luis Paredes