Revolve Audit PDF

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Summary

This is a user research audit for a company that I did a study on. During this course, you have to do a research audit focusing on one course so this is what I made....

Description

Revolve is a Los Angeles clothing company that was founded in 2003. The beginning purpose of Revolve was to eliminate the process of making a customer drive from store to store in search of the perfect pair of jeans. Instead, Revolve would provide costumers with a wide selection of fits, sizes, and washes that could be easily accessed online and shipped to their door step. Revolve has now expanded and carries over 700 brands. The company has been around for 13 and a half years, and the owner is making millions.

Revolve's main audience is a mid-twenties or earlythirties millennial woman with spending power, who are always glued to their phones, from big cities who have graduated college and are working jobs.

"The majority of our product is small designers, stuff you may not have heard of before but that you’re looking to develop a connection with" -Michael Mente

Currently Revolve uses Instagram, Facebook, Twitter, Pinterest, Google Plus, Youtube, and Snapchat to promote their brand. Taking a look at all their social media, you can really see a difference in the content that is published on each platform. Social media is the absolute core of REVOLVE’s marketing strategy, particularly focused on Instagram. By looking at all of their social media platforms, they really need help with their Youtube. Many people visit Revolve's social media platforms to find new inspiring content and new trendy looks. Revolve does have their own marketing team to run these accounts.

Therefore, this analysis will focus on Revolve's Instagram page, which is the main platform for its content strategy because of it's use of influencers as

their driving force for selling products. First, this report will analyze Revolve's overall content strategy, engagement strategies, preliminary engagement statistics, various Instagram campaigns, and aesthetic. Then, the report will outline strengths and weaknesses and, finally, offer recommendations for developing the organization's content strategy.

For Revolve, focusing on where and how they communicate with their core consumers has allowed them to grow a fiercely loyal fan base. Revolve's content, starts with curation and what they display on the site. Revolve's team knows that their consumer wants to stand out with what she's wearing, so the content is tailored so they can earn the customer's trust.

One of Revolve's main goals is to build a loyal relationship with their customers. As evidenced through their Instagram account, Revolve's main content strategy is focused on influencer marketing. They have mastered this strategy, which identifies the individuals that have influence over potential buyers, then uses them to generate content and sell.

The main goal of Revolve's content is to get the customer to buy the product that is pictured. Revolve has developed organic relationships with bloggers to represent the brand on a more realistic level. Revolve regularly hosts getaways to provide a space for bloggers and influencers to gather, relax, and mimic the lifestyle of an ideal Revolve customer. This is an example of Revolve using influencer marketing:

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This post is from one of Revolve's influencers, @sincerelyjules. Using the hashtag #revolvearoundtheworld, Revolve has taken this influencer on a trip to showcase her new outfits in the fabulous cities she will be traveling through. The use of these influencers is to get their audience to want to shop what they are wearing and what is trending.

Revolve relies on engagement strategies such as key influencers and user-generated content for engagement. These influencers promote a sense of loyalty with the brand and make their audience more inclined to purchase the same product that they have

or love. Revolve then uses, user-generated content and influencers to post content on their Instagram.

User-generated content from Revolve customers and influencers

Revolve also uses their Facebook page to showcase their influencer marketing efforts. These influencers were using the hashtag, #REVOLVEfestival to show their audience that they were going to the luxurious and awesome, Coachella event that Revolve clothing had clothed them for! Success to Revolve, is getting consumers to purchase their product.

https://www.youtube.com/watch?v=NNoBLT0n2Co

These examples illustrate Revolve clothing's use of influencers and customers to promote their brand, increase presence, and get customers to purchase from their digital store. You could easily shop looks with the link from the Youtube video.

Currently Revolve has 2.8 million followers on Instagram, and 9,886 posts. Revolve does have a consistent posting scheme, they post about 3 times a day, every day. Posts on Instagram have the highest engagement with Revolve's audience.

Instagram statistics

An analysis of the most recent 276 posts from Revolve reveals an average of 12,552 likes and 124 comments per post.

For the past 276 posts, the only hashtag that is being used to promote their user generated content is #revolvearoundtheworld, which is an influencer campaign that was created to get customers to trust Revolve as a brand.

This campaign has worked and here's why: 92% of consumers trust brand recommendations from other people, even those they don’t know in real life.

"Revolve, an online clothes retailer reportedly on track to generate $1 billion in revenue, took off via Instagram after it launched in 2003: Women's Wear

Daily reported in October that up to 70 percent of the company's overall sales are driven by an influencer, or an Instagram user who's paid to plug the brand's products to her thousands of followers."

Revolve has not updated their YouTube page in 2 months, which is something that they could improve on with posting. For 57 total posts, there was 841,764 views. With an average of 283 likes per post. It seems like they could really use help with their Youtube.

Youtube Statistics

Revolve does not use their Twitter page as well. The last time their Twitter was used was December 3, 2018 to showcase the #REVOLVEawards.

Last twitter post

These are a few statistics below from their Twitter page. From a total of 459 posts dated back to 2016, their was an total of 25,584 likes, with an average of 56 likes and 6 shares. We can see that they really don't use their Twitter page as their main platform.

Twitter Statistics

Revolve has used many instagram campaigns such as #revolvearoundtheworld, #revolveinthehamptons, and #revolve festival. These are among the many few that have gained consumer attention.

Most of Revolve's content is structured around people experiencing the world around them. Which is why they get influencers to join them on these amazing trips so that they are able to have their influencers reach a certain audience, which is getting them to purchase the product that they are wearing.

Business Intelligence is the most crucial part of Revolve's Instagram campaigns. Since their entire business is based on social media, they have to do as best as they can to reach their consumers. They actively participate in cultivating social media stressors.

Revolve uses the highlight reel stressor to post highlights of their influencers lives, which are the best and most worthy moments. The problem with this is that we don't get to see the real parts of life, such as the times where people are struggling and are failing. This creates a problem with self-comparison and selfdoubt. Revolve is in such a spoon of power and their instagram page generates highly unrealistic standards for women, by using their influencers for their campaigns, they try to get people to think that their

life is so fascinating and amazing that they will buy the products so that they can be just like the influencers. Essentially, if influencers wear it, then their entire following will too.

Revolve uses algorithms to get customers/people to engage with their content. Specifically they use usergenerated content. They put a call out for UGC through their bio on Instagram.

Example of using algorithms

By using their bio to say "tag us and #revolveme for a chance to be reposted" they are optimizing their chance for a better algorithm.

Something that Revolve could do to better optimize their content is to respond to the comments that people are making on their social media posts. By being more engaged with their customers they will earn more engagement themselves. In reality, Revolve could use more algorithms to better benefit their brand and pull in more engagement from customers.

Revolve is well known for their social media and lifestyle aesthetic. Consumers that are purchasing the product are usually young woman in their 20s or 30s who are well put with their jobs, trendy, hardworking, and are wanting to purchase high end products. They use their Instagram page to showcase what the aesthetic is like for people who want to purchase from their store.

The aesthetic of Revolve is very Los Angeles or New York City. They show this type of vibe with the

content that they are constantly producing and putting out on Instagram. The overall aesthetic is young, chic, and trendy.

The voice of Revolve Clothing might be described by a number of different adjectives. For instance, sometimes Revolve takes an chic, fashionable, and fierce tone, particular when celebrating international women's day:

"empowered women empower women every day should be #internationalwomensday"

"bey wasn't lying, we run the world"

Most of the time Revolve Clothing really uses a fashionable and creative tone to create a caption for

their images. This can be shown in the examples below:

Relates to the image with fashion as the main part of the caption

And to create customer engagement and interaction, Revolve uses giveaways with energetic and personal tone to create loyalty and bonds between them and their customers. Such as with this giveaway post they had for their 16th birthday on Instagram:

The aesthetic of Revolve is very Los Angeles or New York City. They show this type of vibe with the content that they are constantly producing and putting

out on Instagram. The overall aesthetic is young, chic, and trendy.

Revolve often uses content that is user-generated. The quality of that content is something that is important to their brand and gets people to be more engaged with the posts. The images are those that are very well taken and something that is clear of the item being shown.

Revolve often reposts quality and relevant content from influencers; these connections allow them to expand the reach of their content, while also engaging with influential members of their audience.

Revolve has a very good overall audience engagement. Many users like to comment and liked their content

and that gives the brand a good label for loyalty with their customers.

Revolve would have a greater engagement on social media if they were more unique and personal. Other brands such as ShopBop, do the same things as Revolve.

Until digging deeper, I never knew that Revolve had their own men's clothing line. They only advertise the women's clothing on all of their social media platforms, so it would never be well known that you could buy things from Revolve as a man. I think that they could create another instagram page to branch off of @Revolve on instagram called @Revolvemen or try to incorporate the men's clothing line into their social media page.

I think that Revolve would have more engagement if they were more diverse with the type of content they were reposting from users. Having different body shapes and sizes wearing their product would give a better representation of whether someone would think they would look good in the product or not.

For the future, I think that Revolve needs to be more diverse with their posting and create a more unique vibe so that they stand out from other brands. I think that it would be important for them to start using their other social media pages more often so that people will be more engaged in the content across different platforms.

I think it would be important for Revolve to start posting more videos on their Instagram. They could start making video lookbooks that still are aesthetically pleasing but get consumers to want to buy the outfit pictured. /

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