Brands We Love — Converse
As one of the most well known brands from around the world, Converse sticks to its roots of being a classic shoe, even when it comes to the fresh new ways of advertising and appealing to their customers. Their Instagram account is perfect to follow for lifestyle and culture inspiration, nearly every one of their photos features their iconic shoes in the daily lives of their wearers. Even though they have been long established as a classic, Converse’s fresh new social media attracts heaps of engagement from their followers and their posts are a pleasant reminder that they are a brand for everyone.
Location, location, location!
Converse are definitely the shoes for all those with the spirit of adventure. When they say a photo is worth a thousand words, Converse captures at least a couple thousand in the vibrant stories told through the feet of those that wear their shoes. Think about where your ideal customers are hanging out, what types of places would your product most likely be found. Then, go out and shoot! You don’t have to capture everyone’s attention, you may have a more specific group of people who would be attracted to your items, so speak to those people through a carefully captured photo story, their story.
A Classic
The timelessness of the Converse products is often captured in the simplest of photos. In contrast to their vibrant lifestyle shots or those with their more recent designs, the classic shoes with a simple background and a clever caption are posts their followers can instantly relate to as an iconic brand. You may not have this timelessness on your side, but it is definitely something to shoot for. How can you connect your product to the past? You may not have been around for over a hundred years, but doesn’t mean you can’t recreate that feeling and start building that repertoire. Perhaps even posting a #ThrowbackThursday post that has your product in an old timey setting that shows people how well your product would have fit into history, either in a practical or comical sense.
Emotional connection
There are millions of people who have owned a pair of “chucks” at some point in their life, and it’s one of the facts that allows for the brand to have such success. Many of their posts are coming from their fans to represent their brand, which means they have an endless supply of content and real relatable photos. Another thing they do, is stop and make the connection to even the smallest of moments. One of their most liked and commented on photos, is a new pair of their black high tops still in the box with the lid open. The New Year’s post, effectively captioned “To new beginnings.”, was so simple, but connected immensely with their audience. Who can’t relate to a fresh new pair of shoes? Look for those kinds of ways to connect with your audience in your photos as well.
Creating the Culture
Even with Converse being a shoe that everyone can wear for all sorts of occasions, they are constantly paying tribute to the culture that made them famous. On their Instagram feed can be found photos of musicians, artists, skaters and alternative crowds that gained them popularity. Converse stays true to the creative culture they have been a part of for so many years with their social media presence. You too can do this with your posts. There are large social media communities based around those making handmade goods and whether you realize it or not, you are contributing to that culture with every post you make. So, keep this in mind when you are creating your posts and check out hashtags like #makers and #shoplocal for inspiration on what communities your business is a part of.
As one of the most iconic brands of all time, Converse takes the cake when it comes to inspirational product photography that feeds into their followers sense of adventure and creativity. With your own product photos, tap into your customers communities and be an inspiration to their passions where you see the opportunity.
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