You’re Invited to Fashion Week (Thanks to Instagram)

Miu Miu? Chanel? Lanvin? Yes, yes, and yes. Now, we all have VIP access to their newest collections. With the rise of video-sharing features on apps, like Instagram, we can now get front row seats during fashion weeks from all over the globe.

According to the fashion tech website Glossy Co., publishers and magazine editors are investing more in creating video content. As audiences increasingly consume news on their mobile devices, the creative industries are tapping into more innovating methods of sharing content. Instead of reading text on print magazines or clicking on links to a publication’s domain, news can now be delivered using a more interactive and engaging way.

Specifically, I am most intrigued by the potential of Instagram Stories. According to the Wall Street Journal, “The fact that Instagram is showcasing Stories along the top of a user’s feed at the moment is helping to drive early consumption.” With the aforementioned example of fashion week, magazine editors can now share what they see on the runway with their loyal readers. In turn, consumers feel that they are a part of the authentic fashion week experience. Arguably, watching a video of the runways is more engaging for audiences than reading an article about the same runway show. Rather than posting aspirational photos on Instagram, watching an Instagram Story feels like readers get a special glance into an exclusive industry, which consequently allows for audiences to preview trends that they will be buying for the next season. As a result, brands that invite editors to their front row seats are helping generate income as more people have access to their newest collections.

Another interesting feature of Instagram Stories is the convenience of reading content without switching apps. Verified publications, such as Bonapetit and Man Repeller, often use the “swipe up” feature, which allows readers to get a preview of an article with a fun graphic on their Stories. If a reader is interested in the full article, he or she just has to “swipe up” to get the full text. This is a smart way for brands to redirect their followers to text content from their websites, which is particularly useful since many social media users do not directly visit a brand’s main domain when searching for content. Additionally, the interactive nature of social media allows for editors to receive instant feedback on whether readers enjoyed or did not enjoy certain pieces.

Since Instagram Stories was launched only two years ago, the possibilities of modern publishing have yet to be explored. As video becomes more commonplace as a means to get news, it is interesting to see how publishers will take it to the next step. With this in mind, I predict that Augmented Reality and Virtual Reality may be on the horizon. Maybe, we can all be sitting in the front rows of our favorite shows (virtually) someday.

Mia Nazareno