The E-Commerce Goldmine that is Depop…
Founded in 2011 by Simon Beckerman, Depop has swiftly made a name for itself amongst the younger generation of today. The platform is an online marketplace that meets the values of thrifting whilst being resemblant with other social media sites. Communication with their audience is essential - in fact the app Instagram is one of the most prevalent ways in which Depop evolves and grows their brand as you can link both personal accounts together. But why are their online communications through this particular social media site so successful?
Information & Interaction
With approximately 730,000 followers on Instagram Depop’s worldwide following indicates effective communication through social media. They wire information within interactive posts, story carousels, links and save these in highlights which can be viewed anytime as we cannot forgot that Depop is an e-commerce business at heart. Polls let audiences choose/see preferred clothes or styles which capture user interest and may then lead them to a particular post about an item or certain profile. The main Depop shop and prices are available through their bio which suggests informative interaction but displays infiltration as Depop is directly available through an app that is not their own.
An Aesthetic for everyone
Building your own stylised shop were buyers browse your clothing can boost your Depop shop traffic by 11%. Depop’s Instagram demonstrates how Audiences are unified through expressing yourself in what you wear, what clothes you want to buy and what aesthetic u desire. The ‘Culture’ highlight is a prime example of creating audience solidarity through its promotion of the hashtag #QueerOnDepop which endorses acceptance of the LGBTQ community, grows demographic diversity and reinforces why Instagram is so valuable, as hashtags can lead to 12.6% more engagement.
Depop is the community-powered fashion ecosystem that’s kinder on the planet and kinder to people.
Celebrity Endorsement
It comes as no surprise that Music artists such as Wiz Khalifa alongside big names in the fashion world have collaborated with Depop. This encompassing of fan bases from other industries is a simple way in which Depop’s Instagram bridges the gap between two sets of audiences due to merchandise. New trends are constant, customers are satisfied and the cross-link between both Instagram and Depop is strengthened through this marketing.
Depop values trust and safety, sustainability and strives for a platform that allows fashion to be a way for people to create an online appearance through their profile whilst making money through the transaction of clothes. Therefore Instagram is just one of multiple ways in which audiences are attracted to Depop leading to the progression of this business orientated yet socially driven company.
