Interview: Nasty Gal's Social Media Manager Isabella Behravan
For years, we've been following Nasty Gal on its various social media accounts, not only because the company is the most talked-about fashion success story in recent memory, but because it's actually very fun. Nasty Gal was among the first fashion brands to create examplary content for the ultra-digitalized millennial demographic. It's paid off massively, not only for the company's investors, but for those of us who long to be style-inspired and girl-powered on a daily basis. So, how do they do it? We decided to go directly to the source and ask Nasty Gal social media manager Isabella Behravan. Here's what she said about her job and her generation...
MANAGING SOCIAL MEDIA FOR A BRAND AS HUGE AS NASTY GAL MUST BE CHALLENGING. HOW DO YOU KEEP UP? I have an amazing team and we all have different strengths. We're constantly collaborating, as well as owning our own projects.
WHAT'S THE SECRET TO MURDERING YOUR INSTAGRAM? Listening to your followers.
WHAT IS YOUR PROCESS FOR DREAMING UP THE PERFECT HASHTAG? Not taking it too seriously. If you have a good sense of humor about things, usually the ideas start flowing. I like to get a bunch of people in a room together so we can all start riffing off of each other's ideas. Then we come up with our favorite options and take a poll.
WHAT KIND OF CONTENT GETS THE BEST RESPONSE? Genuine content. If you're excited about something and the message is coming from an honest place, your audience will listen. I try not to pander or say something that I think our audience wants to hear. I always try to say something a little special—which could mean referencing an obscure song from the '70s. If your posts have depth, you're giving your followers something to sink their teeth into. You're giving them access to a deeper part of the brand. You have the ability to connect with them on a more personal and emotional level. That's a big responsibility. Social media is on the front lines of everything.
HOW DOES THE BRAND INTERACT WITH CUSTOMERS ON SOCIAL? HOW DO YOU DECIDE WHEN AND HOW TO RESPOND? I wish we could respond to every comment, but there aren't enough hours in the day. The way I like to think about it is as if everyone you talk to on social media is a friend. When I'm commenting, I genuinely react to what our customer is saying in a personal way. To me, that would feel special coming from a brand.
HOW MUCH DO YOU RELY ON YOUR CUSTOMERS TO CONTRIBUTE CONTENT? The content that our customers create has always been a huge part of the Nasty Gal brand. They've grown up with us. We'll always be a brand that gives shout outs to our customers. I love to see how they style our pieces and the types of photographs they take. It's inspiring. They're at the center of everything that we do.