What To Post Instead of Your Products

In yesterday's email, I wrote about how your clothing products rarely belong on Instagram.

But that leaves the big question...

What would you post instead?

I believe Supreme gives us a good clue to answering that question:

On their website, they have a page called 'random'.

There, they upload home-videos made by skaters, mini-documentaries on artists, and short films about the individuals who best embody the New York City culture.

But despite the page's name, it isn't random at all.

Here's the thing:

The page doesn't feature a single video about Supreme's product.

There isn't one advertisement,

nor an announcement for an upcoming clothing drop,

nor a hyperlink to their store page.

But why?

It's for one simple reason....

To deliver value to their core audience.

As humans, it's hard to connect with a inanimate object like a t-shirt, because a product cannot inspire us like a person.

But fashion businesses that have personality are ones that we can identify with.

And it's fashion businesses with personality that we call fashion brands.

And that's why Supreme is telling a story:

A story of New York City and it's characters.

Because people share stories, not products.

Key word: 'share'

And if you've been in business for even as long as 2 seconds, you would know that word-of-mouth marketing is the best kind.

My point is this:

Social media is built for the brands that share stories, and Supreme has known that for a very long time.

As 1,000,000s of businesses obsessively try to push their product, a few successful ones pull an audience.

What's your story?

Here to help,

Elijah

P.S. Supreme's 'Random' page is a great resource for getting inspired to create brand-focused content about your unique ideology, ethos, or lifestyle. Before you find your own brand's story, familiarise yourself with there's.