ASOS is among a growing number of e-commerce businesses that are starting to recognise the value of immersive digital content, which has led to an increase in engagement and sales over the last six months, reports say.
ASOS has attributed its marketing success to Instagram Stories, as the number of users viewing its content on the image-sharing app has increased by almost double in the last six months.
Earlier this week, the online retailer revealed it had experienced a 10 percent increase in its half-year profits and a 27 percent increase in sales.
ASOS’ Chief Executive, Nick Beighton attributes the company’s success on the platform to the appeal of Instagram to its customer base, which is comprised mainly of 20-somethings. He also said that a continued investment in emerging content formats is a priority for the company.
“When we recognise technology that can help our business, we fold in pretty quickly,” Beighton said in the company’s interim results statement for the last six months.
According to the interim report, the brand’s content was viewed more than 30 million times on Instagram, while videos had in excess of 52 million views. Video views were up from 40 million in the last half of the year.
ASOS was among one of the first brand’s to trial the social media platform’s new ad formats in Instagram Stories when it was released at the start of the year, which resulted in Instagram using the retailer’s marketing strategy as a case study for its own website.
In the case study, Instagram detailed how ASOS fused the concept of brand awareness and entertainment with its core brand values, to create an immersive fashion shoot using mobile video.
“We do know Instagram is one of the biggest channels for our customers, it’s much bigger than Facebook, so I’d go with the positive and think about how we can make it more intuitive and friction-free for our customers,” Beighton said.
ASOS is said to be using Instagram advertising and marketing as part of a wider strategy that encompasses pay-per-click advertising and offline tactics.
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