Insta Marketing a Clothing Brand: Analytics

I’ve been assisting my sister’s brand on some marketing initiatives and advertising campaigns. She’s a YouTube sensation (search “Nicole Kirkland”) who has grown her online profile to include dance tutorials, Vlogs, and class footage from several dance studios in Los Angeles.

She’s recently partnered with a distribution company for her clothing line, “The NK Collection“. The collaboration has been working pretty well – a few bumps and things to work through as with any newly developed partnership.

I was excited because her 121k follower count on Instagram means she’s eligible to include links on her IG story (an account needs >10k followers to have this feature). You know the “Swipe Up for more!” tidbit you see on certain profiles’ Insta stories? That’s what I’m talking ’bout here. Nicole’s is the largest social account I’ve toyed with, and I was excited to see some metrics during post-campaign analysis.

I used a screenshot of the landing page as the creative background (product image included as to see what the new merch is) and of course, I included the big fat “Swipe ^!” call-to-action.


You’ll see I’ve also included a screenshot of the post’s results. About 11% of her followers viewed her story, while about  .01% of viewers clicked-thru (swiped up) to the website. I’ve looked through the inter webs for industry averages on story views and link clicks, but didn’t find a solid reference point. I would imagine there is a formula out there that takes the account’s follower number into consideration, I just have to dig a little more.



What I’m working on now: pulling sales reports to look at conversion rates. I’m hoping to gain incite as to where the biggest drop off for our customers is.

I’m having fun. I heart marketing.

Marcomm myself

Things are good, things are happening. I’m getting interviews with some pretty heavy hitters. No luck/word yet, but, it’s coming.

I’ve been trying to use this off-time wisely. And I think I’ve been somewhat successful! I launched this blog (wanted to wait six months since my transfer to this new platform), tweaked and finalized my marketing portfolio (lemme know if you want to view it!), and am making my way through my Content Marketing Certification course from Hubspot. Completing these things has not only given me extra tools to promote myself to recruiters and hiring managers, but has, and will continue to, grow my knowledge base. I now: understand WordPress creation and manipulation better; have a deeper understanding of content marketing best practices; and have strengthened my marketing collateral curation skills. How convenient it is that as I nurture my thirst to be more marketing savvy, I become a better candidate for jobs.

I just want to keep it movin’. I love marketing and I get excited thinking of when I’ll be able to put my passion and hard-work into a new role.

Digital marketing analytics

I’m thinking of making a private tab where I host my portfolio – maybe making it password protected. We’ll see. That may be over-the-top.

Until next time!


P.S. – Marcomm stands for marketing communications. Get it?





Content Marketing certified, whaddup! 

I’m taking an online course from Hubspot to be Content Marketing Certified. It’s about time I take advantage of these FREE course! How did I not think to do this before? OH – maybe it’s because I just now set aside to do a solo ideation session, one of the lessons taught in the course. Although, this concept “ideation session” has been circling around in my mind ever since I had a meeting with my buddie’s video agency; he spoke on how they would have this open floor type meeting, where people would shout out ideas, and the meeting host would jot them down on a white board. I’m sure they practiced making sure the ideas were “associated”, aka relevant to the topic being explored. #Obvi

Anyways, the course is neat. I’m about half way through, and I’ve been reminded of concepts I recall hearing in textbooks from college.  They include, of course, our new digital-era best practices as well.  It’s broken down into 5 sections (I think), real quick videos (4-13 minutes each), for a total of a bit over 3 hours of footage to watch. 

Are you kidding me?! A four hour online class where you can get certified by Hubspot for Content Marketing!? I went to school for 6.5 years to get a marketing degree, which I’m finding is (only somewhat) irrelevant (since a bachelors degree is the standard of educational achievement in our labor market). And here is a certification that the workforce is looking for its candidates to have, and it’s free and quick. Oye. Another paradox of the job search.

Lesson of the day: Use your resources. Surround yourself with smart. 

Later gators 🐊

Don’t water down my coffee

The other day at a meeting, I was discussing how my company can offer promotion and sponsorship for a co-branded party, and this person goes “We slap your logo on our flyers, and you slap our logo on yours, and we’re good”. 

I thought… I went to college for this? Logo swapping is marketing now? In a very shallow sense, yes. I guess. 

Logos are important, a very crucial part of one’s brand identity, but I don’t think simply being present on some flyer constitutes as “marketing”. Technically yes, as I mentioned, but.. Let’s not fool ourselves into thinking that’s going to be a key awareness driver. 

I was kinda like 😱😱. His comment obviously stayed with me. 

Use digital media efficiently 

The digital media platforms are accelerating quickly, and marketers still have issues with confirming the ROI is high enough to justify the cost. 

How to use digital media most efficiently: 

1) Set a KPI- Key performer indicator. Use this metric to analyze if a certain medium worked. Other metrics may be useful in analyzing interesting questions that arise, but don’t let them distract you from getting the answer to “is this channel working for my company”. 

2). Verify with third party tracking – As much as it’d be nice to trust media partners, companies should cross check their sites’ monthly hits, daily hits, click through rates, etc. If the publisher isn’t going to be transparent, we ought to know.  

3) Measure activity – This is a given for any marketer. Nobody should waste their time on a media that doesn’t grow their companies reach or show return. Track digital media like you would traditional. Typically, companies use a mix of all media types. 

Straight forward and clean concepts. I like ’em. Useful incite. 

Original article written by Liam Brennan, Global Digita Director at MediaCom.