Fashion Show & Social Media: how to create an effective communication strategy

Tips & Tricks before the Fashion Show: strategic content selection and custom audience creation

The first tip concerns the selection of content for both organic and paid activities. A Fashion Show’s social media strategy cannot overlook the type of content to be published.

For a specific Fashion Show, we analyzed a fashion brand’s TikTok content, comparing the effectiveness of native content vs. institutional content—content designed specifically for a platform vs. more traditional content aligned with the luxury fashion tone of voice (ToV) used in other media.

Results showed that native content, following TikTok’s typical format and ToV, delivers better results in terms of:

• Engagement Rate: +47% compared to institutional videos
• 6-second video views: +234% improvement
• 6-second focused views: +243% vs. institutional videos
• Video View at 25%: +1051%
• Average Play Time per video view: +84%

Brands should consider using native content, even though it often requires abandoning a more formal approach—a challenge for many fashion brands.

The second strategic element is creating custom audiences based on engagement with the show’s content. This allows brands to identify and group users with specific interests during the event, creating highly targeted audiences.

These audiences will be extremely valuable later when promoting the collection launch. Since these users have already shown interest during the show, they are more likely to respond positively to sales campaigns.

Kicking off communication: the teaser phase

In the days leading up to the show, the primary goal is to spark curiosity and engagement.

The first step is a teaser campaign on upper-funnel channels, with short, impactful content revealing collection details without giving too much away: behind-the-scenes glimpses, close-up details, and sneak peeks help build anticipation.

Instagram, TikTok, and YouTube are the best platforms for this phase. Content should be based on short videos and catchy graphics, supported by countdowns and event registration.

The goal isn’t just to reach large audiences but also to drive registrations for the live stream.

Key KPIs:

• Number of live stream sign-ups
• Engagement (likes, comments, shares) on teaser content
• Conversion rate from the registration landing page or sticker

Live: real-time amplification and interaction

During the show, the focus shifts to real-time amplification.

Using Instagram Stories, Reels, and TikTok, brands can showcase key event moments as they happen. Collaborating with influencers and celebrities at the event helps generate User-Generated Content (UGC).

Interactive tools like polls, Q&As, and live comments enhance user engagement.

In addition to live broadcasts on major social platforms, reach campaigns can target both users who interacted with teaser content and new audiences interested in fashion or the brand.

Key KPIs:

• Number of live stream participants
• Live engagement (comments, reactions, shares)
• Reach from boosting campaigns

Post-Show: keeping the focus on the brand

After the live event, the focus is on sustaining attention on the brand. Replaying the show on platforms like Instagram and YouTube helps maintain visibility. “Post-live” ads can promote the recorded show.

The goal here is to keep the spotlight on the brand and new collection through:

• Video and Carousel Ads: showcasing product details and collection concepts
• Highlights & Backstage Videos: featuring designers and models to create captivating recaps
• UGC and Influencer Marketing: expanding organic reach with content focused on their event experience, supported by specific hashtags.

Extended Storytelling is key: focusing on materials, details, and collection inspirations helps continue the narrative after the show.

In this phase, there are different assets that can be used, but keep in mind that diversifying content formats keeps the audience engaged through different storytelling angles.

Key KPIs:

• Awareness campaign reach and impressions
• Engagement with post-show content

Performance analysis & optimization

As with any solid strategy, performance monitoring is essential to identify what worked best and what can be improved for future events. Using analytics tools helps track performance across all channels (social, email, website) for data-driven insights.

Conclusions

A Fashion Show’s communication strategy is a key opportunity to strengthen brand positioning and maximize event ROI.

A well-structured social media strategy amplifies visibility, consolidates brand equity, and engages a highly qualified audience.

Carefully planning each phase, from strategic content creation to post-show amplification, turns every interaction into an opportunity to create value. Ultimately, a Fashion Show becomes a key event to drive engagement and lay the groundwork for future successful campaigns.