Everlane’s starting a private Instagram account for new products
When a person’s Instagram account is private, you have to wonder who they’re hiding their photos from. When a retailer’s Instagram account is private, you wonder if the company made a crucial settings error.
Everlane, the online brand for premium apparel, knows how to operate Instagram. Still, on January 25 when it launches its new account, @EverlaneStudio (secondary to the main @Everlane page, where it has 204,000 followers), it will be private. Visitors will have to send a request in order to follow it, and Everlane will accept requests (anyone, as long as it’s not a spambot) at a cap of 100 per day.
“This is kind of an experiment,” said Red Gaskell, head of social media at Everlane. “We wanted a controlled experience — something that could exist between a physical store and our online store. It creates an area of focus for us.”
The idea is that @EverlaneStudio’s followers will be the brand’s most dedicated customers, and the company can introduce new products to them first and keep close track of their feedback on Instagram. Think of it as a modern version of the private sale, with the added benefits of a focus group.
On Everlane’s main account, Gaskell said the team is already posting a lot (product shots and behind the scenes photos make up the most of the feed), and doesn’t want new launches to get lost in the mix. He added that there’s a lot of unrelated “noise” in the comments, as well as spammers.
“We got inspiration from Nike, which has its own account, Nike Lab, for shoe launches,” said Gaskell. “We’re putting out a lot of new shoes this year, and we felt we needed a new space to talk about it.”
When @EverlaneStudio launches, Gaskell said it will sell new products through special links to those followers before they’re widely available. Everlane’s product launches tend to be well-received — many new items sell out, resulting in wait lists of about 6,000. For example, one of its most high-profile recently was for the wool trench, which had a waitlist in the thousands in the fall.
Those who closely follow the Studio on Instagram will be able to order items before launch.
From there, the Instagram team — comprised of Gaskell and a few customer service representatives — will look to the Studio’s comments for feedback, and they plan to respond to each one. Spam accounts won’t have access to the private Instagram.
“It’s like an Instagram incubator,” said Gaskell. “We want to gauge criticisms, and we’re making it private in order to have a curated, high value experience. People will feel like they’re in on something.”
Most other brands like Urban Decay have used Snapchat, not Instagram for exclusive “sneak-peeks” and the like. Everlane does have a Snapchat account, but Gaskell said that it was Instagram that felt like the right fit for the more exclusive account. On Snapchat, posts don’t have the staying power or ability to collect comments swapped back and forth. But, he added, if customer attention or behavior shifts, they’ll reconsider Snapchat too. (On Tuesday, for the launch, Everlane will promote the new account on its Snapchat.)
“It’s a micro-community that we’re hoping to build,” Gaskell said. “We want to know these followers, and we want them to be able to get to know each other.”
Cheat Sheet: Google extends cookie execution deadline until late 2023, will pause FLoC testing in July
Google will phase out third-party cookies in Chrome over a three-month period ending in late 2023 following testing of its Privacy Sandbox ad methods, under investigation by the UK's competition authority.
As ATT hits critical mass, media spending see-saw from iOS to Android continues
iOS versions (14.5.1, 14.6, and 14.7) that featured the App Tracking Transparency privacy safeguard are reaching critical mass.
‘The pandemic has proven it’s doable’: Inside Pepsico’s flexible-working model
Like many dads before the pandemic, PepsiCo's chief talent officer barely saw his kids in the week. Now, with its new flexible model he can be just as productive at work but spend valuable time with his family.
SponsoredNew data shows contextual targeting is driving brand safety and favorability
Paul Goldbaum, Chief Technology Officer, Seedtag In a very top-level approach, return on investment is among one of the top-ranking KPIs that brands prioritize when it comes to ad campaigns. However, in an online world filled with misinformation, fake news and unsafe content, brand image and favorability also need to be a top consideration ahead […]
The Job Juggle: Gen Z and millennial employees embrace the concept of ‘Polywork’
The professional workforce, particularly among millennials and Gen Z, increasingly is rejecting the concept of a full-time job and a single boss in favor of something that’s being dubbed “polywork,” or having multiple jobs at once.
Media Rating Council denies accreditation for Pinterest’s video ad measurements
The MRC denied accreditation for Pinterest's self-provided video metrics because the platform's counting method did not meet industry standard minimum requirements.