The WHAT THE FASHION Instagram handle @e_whatthefashion is an interactive extension of the Snapchat original series featuring BTS moments and bloopers from the show. Our objective was to increase user engagement across multiple channels, giving our fans a more personalized and interactive viewing experience. The account is owned and operated internally and although it currently has only two individuals managing the content curation of the page and community management, it has amassed 27k organic followers and engagement continues to rise week after week. Over the last year, we have encountered and overcome a number of challenges. The first - how to bridge the divide between our in-feed, story, and IGTV posts - we overcame by utilizing the share in story feature. The second - determining the optimal format and posting schedule for our games such that viewers don’t have the answers spoiled for them before getting a chance to play along themselves - we overcame by altering our clips to only include prompt rather than the prompt and reveal and by posting our full segments within 24 hours on IGTV and preview in-feed as to not sacrifice the symbiotic relationship of the posts. The final challenge - keeping our content from feeling stale - we overcame by constantly evolving to meet the needs of our followers and creatively using stickers and other in-story features to break the mold.
Our most successful campaign yet, fan favorite in-show game “Black Card or Gift Card” (BCGC) has been adapted for Instagram stories and IGTV to allow fans to join in on the fun. This game features the hosts guessing whether celebrity clothing items are expensive (Black Card) or cheap (Gift Card). As a way to encourage our fans to hit all facets of our account with a single game, we post clips of each celebrity from the segment alongside the Poll Sticker function on Instagram which allows fans to make their guesses. The catch is the fans don’t know if their answers are correct or not until they are directed to our IGTV post via the share-in-story feature on Instagram where they can watch the entire segment and see how they did. This use of stories allows us to move our audience from one platform on Instagram to another in a matter of taps. It’s an organic and engaging way to allow our fans to interact with our content.
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