The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 7th Annual Shorty Awards

@ASOS on Instagram

Entered in Instagram


Instagram is a hugely important social platform for our twenty-something customers. With 36% of 18-29 year olds on the platform, and 70% logging in at least once per day, it's an amazing place to showcase everything ASOS: clothes, fashion and fun.

We're all about giving our twenty-somethings confidence to look, feel and be their best, whilst not taking ourselves too seriously. For us, that's all about creating engaging content every single day. We post lofi, lifestyle images that sit easily alongside those of our customers and their friends. Our strategy is to give our twenty-somethings a place to explore clothes and styling ideas, and to see a bit of the ASOS-ers.

Instagram has been our fastest growing social platform every month for the last two years. We now have just fewer than 2.5M followers, but more importantly we've seen a huge growth in engagement levels – now averaging 32k likes per post.

Engagement is our primary measure for Instagram performance, and not only do we look at our own posts, we also check out what our customers have to say. #asos has been used 1.3M times and #AsSeenOnMe, which customers can use to submit pics of their ASOS style for the chance to be featured on-site, has been used 38k times since its launch in March.

Strategy and Execution

@ASOS deserves to be crowned 'Best on Instagram' because:

We have a creative approach to content (posting everything from puppies to trainers to traditional #OOTD, and regramming our customers).

We're always thinking about innovative ways to engage people: for the last two years we've run a #ScarySelfies competition - encouraging people to share their Halloween pics for the chance to win a £100 ASOS voucher. This year we had 2k+ entries and engaged 200k+ people.

We've found Instagram to be a really effective way of engaging our biggest fans: with 1.3M pieces of UGC, 2.5M followers and 38M likes to date, we're engaging people in the ASOS brand every day. Not only that, we know that Instagram has an impact on our sales (more on that below).


Video for @ASOS on Instagram

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