It comes as no surprise that Triangl is doing something right when it comes to selling their swimwear. With a combined following of 3.4 million followers on Instagram and Facebook, their effective yet simple social media strategy helped transform their $5 million business into a $25 million business within the year. Their secret was Influencers and Instagram.
Instagram is the best platform because it’s measurable.
Founders, Erin Deering and Craig Ellis began with no marketing budget but creatively decided to gift swimsuits to online bloggers to spread the word about their product. Like many other brands, sending out your product in exchange for a simple blog post has resulted in great success. (Check out our article on HiSmile and how they used influencers to become a multi-million dollar business). Thankfully this gained a lot of interest from followers into what these Instagram models were wearing and therefore resulted in a large following and interest via social media.
The key discovery for Triangl, was realising that Influencers on Instagram, particularly female models, helped transform 'likes' into sales. Today, international celebrities such as Kendall Jenner, Beyonce and Miley Cyrus have uploaded pictures in the neoprene bikini to their social media platforms and local models Dilya Diaz, Annie Jaffrey and Megan Irminger, frequently on the @triangl account. Who doesn't want to be like those hot babes in amazing bikinis.
The three major things to learn from Triangl is;
1. You can sell your products without spending any money
The answer? Influencer marketing. Even if you have a small budget, your money will always be put to good use when you choose the right influencers for your target audience. It's definitely a matter of getting the right influencers to promote your product. For Triangl, Bikini models on Instagram were the perfect fit because all women interested in looking like these gorgeous ladies will want what they're wearing. From this, the more sales you get the more you can invest in larger influencers, if not celebrities. This is the golden ticket to growing your business a few million dollars (In this case).
2. You can convert 'likes' into sales
Focusing on Influencers that fit their target audience, they worked their way up to gaining attention of more influential influencers, even celebrities, to build their brand awareness incrementally. By providing bloggers with free swimsuits in exchange for a post of them wearing it, they generated a large following on social media. They quickly discovered that females on Instagram were the key to transforming likes into sales. The power of influence.
3. Building a community around your brand
Building content that remains authentic and relative to your fans can have more influence than tradition advertising, that's no secret. Triangl creatively leveraged off Instagram and their influencers to create the Triangl Girls Initiative. Many users who buy Triangl swimwear post a photo on Instagram as they want to be just like their Instagram models that they follow. The Triangl Girls Initiative gives their followers the option to post an Instagram picture wearing their swimwear and submit it to feature on Triangl's Instagram page. This will be exposed to thousands if not millions of people, so it gives customers and incentive to share the product around. The genius idea in this? It's free advertising.