In the ultra-crowded world of social media, how to get closer to customers? Fashion brands, as Vogue Business reports are exploring the potential of private forums and micro-communities.Social media is intact like an overcrowded bar where there’s nowhere to sit. The result is people are enjoying it less. The solution for an increasing number of fashion marketing teams is to think small and explore the potential of private groups and micro-communities in social media. Quality, not quantity, is the new philosophy. Brands can also tap into existing micro-communities by partnering with niche influencers. The best of these have a clear vision or personality that is perceived as authentic and trustworthy at a time when Instagram is flooded with manufactured fake followers. Some influencers are using the “close friends” feature on Instagram as a tool to build stronger relationships with their followers.


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