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Instagram now has a billion alive users anniversary ages and 500 actor alive users anniversary day, according to the latest stats from the amusing media giant. That makes it the third best accepted amusing platform, abaft alone Facebook and YouTube.



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This offers affluence of opportunities for businesses of all sizes to advance Instagram marketing. And if you’re agnostic about whether advance in amusing media business is a acute strategy, accede that 90% of Instagram accounts chase a business on Instagram, according to Instagram centralized abstracts from November 2019.

One administrator who has auspiciously leveraged the all-over amusing apparatus is Jessie Zeng, the CEO and cofounder of appearance startup Choosy, which uses bogus intelligence to accouter association admission and feedback. 

“The amount of the business is the use of technology to analyze and clue what’s trending so that we can aftermath and bear in-style trends bound and with little waste,” explained Zeng. “By bearing alone what is demanded, we can adjustment abate runs and cut bottomward on exceptionable appearance churn.”



Zeng started her career as a full-time banker in cyberbanking adopted barter trading and algorithms at Citigroup afore alive apparatus to her startup. “I capital to dive added in[to] the areas area my interests took me and area I saw befalling was calling,” she said.

Choosy currently operates with about 70 full-time advisers above New York and China and has acquired over $10 actor in allotment from VCs, including New Enterprise Associates, Coatue Management, and Forerunner Ventures. The aggregation appear a 2019 run-rate acquirement of $6 actor and is attractive to bifold that for 2020. 

After ablution aftermost year, Zeng grew Choosy’s Instagram association — dubbed the “Choosy Nation” — to over 120,000 followers and able an affianced admirers with added than 74 actor Instagram impressions and over 558,000 cast overall.

“Instagram became (and has remained) the company’s capital business approach for communicating with customers,” Zeng said. 

Zeng let Business Insider blink abaft the blind and ascertain the amusing strategies abaft her success story.

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Zeng explained that Instagram is a accustomed approach for Choosy because it is “core to appearance today,” so best of the company’s barter are on Instagram. She launched the company’s contour herself in 2018.

“Nowadays, trends appear every day on amusing media rather than aloof three to four times a year on the runways,” she said. “Instagram gives us the adeptness to see how bodies appearance items in their own agency and anticipate alfresco the box.”

In the aboriginal days, Zeng and her aggregation articular Instagram influencers who showed some absorption in the cast and contacted them to see if they would be accommodating to abrasion and column in the company’s looks. They additionally accomplished out to bodies who were frequently best up by Choosy’s AI technology, assuming that they were aboriginal trendsetters.

“We didn’t necessarily appetite to absolute ourselves to one ‘image’ of the cast as we anticipate that the Choosy chump can appearance her items in abounding altered ways,” said Zeng.

At one point, Choosy was able to accomplice with Tezza (@tezza) — the columnist of “InstaStyle” who currently has 804,000 Instagram followers — and co-design some pieces with her. 

“We’ve noticed success with influencers of all scales and begin that micro-influencers generally accept the best affianced addict bases. This helped us accretion a lot of absorption aboriginal on,” said Zeng, who acclaimed that while the aggregation doesn’t absolute itself to specific demographics, they do anticipate about the “Choosy woman” aback designing fashions. 

“The Choosy woman is advised and anxious about what she wears,” said Zeng. “She’s careful about the choices she makes, but additionally wants to attending her best in every situation.”

The cofounder additionally came up with the name “Choosy Nation” for the company’s followers beforehand this summer to advice actualize a association feel and a added adamant accumulation identity.

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“We capital a way to accurate how important our followers are to us,” explained Zeng. “When you accompany ‘Choosy Nation,’ you accept a absolute say in our architecture action by voting in our polls, chief what we make, and DMing us with feedback. We additionally get aggressive aback we see how our followers appearance Choosy.”

Reposting those who tag the aggregation has been addition important tactic that Zeng and her aggregation abide to use to appoint with their followers and advertise their clothes in absolute life. She explained that reposting has decidedly added their ability by giving Choosy’s followers acumen for administration their purchases in assorted clear ways. 

“Oftentimes, aback you buy a allotment of clothing, you are cerebration about a specific break or accouterments for that item,” said Zeng. “Showcasing our abounding followers who all accept their own styles and aesthetics gives our followers applied advice about how to accomplish their items attending unique, alike if it’s their 10th time cutting them.” 

She added that the tactic is a “win-win” because it provides Choosy with absolute testimonials about its products, while giving followers assurance above the company’s ample addict base.

“The best important allotment of architecture a addict abject is actuality constant and engag[ing],” she said. “We consistently appetite to accord our followers a acumen to stop and analysis out our agreeable while scrolling through their feeds.” 

One way Choosy does this, Zeng explained, is by affairs aback the blind on the company’s architecture process. “It’s important for us to appearance our followers who we are and how we do what we do,” she said. They’ve noticed college assurance and bang through on these kinds of posts, and as an added benefit, the tactic has additionally resulted in Choosy accepting “a ton of DMs and questions above cast and swipes,” which reveals an actively affianced community.

Choosy’s VP of Merchandising, Angela, explains the sketch-to-production action in a behind-the-scenes adventure for Choosy’s Instagram. Choosy

Choosy’s amusing media aggregation additionally responds to contest that are accident at the moment and bound turns about accompanying content, which Zeng maintained makes the company’s agreeable “more relatable and organic” than acceptable promotional posts. 

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“For instance, if we apprehension that it’s the perfect, arctic day to be cutting our Amelia Jacket, we’ll go alfresco and shoot it appropriate away,” she said. “A lot of these moments appear organically and are absolutely how we appearance and feel about our clothes.”

Zeng focuses on creating a two-way artery on Instagram, area the aggregation takes the action to break actively affianced with its audience. This agency she’s consistently “keeping an eye out” for comments and DMs to acknowledge to. 

“We don’t accede our amusing media ancillary,” the cofounder said. “It’s axial to our affiliation with our barter and our business.” 

The aggregation has additionally acclimated Instagram to account from able articulate traction, and has had celebrities — including Sophie Turner — organically abrasion Choosy’s looks out in the press. 

And Choosy has attenuated the online and offline worlds. This accomplished summer, Zeng and her aggregation hosted a “Rooftop Riviera” alternation and arrive Choosy Nation to the company’s offices to accommodated the team, adore a few drinks, and get bastard peeks at the new collections.

Choosy’s “Rooftop Riviera” party. Choosy

“The Rooftop Riviera got bodies aflame for the collections, which led to approaching purchases and posts, as able-bodied as translated into absolute affairs at the contest themselves,” explained Zeng.

While Zeng started the company’s amusing media attendance on her own, she has scaled up the aggregation appropriately as Choosy has grown, with committed full-time advisers now assigned to actualize agreeable and serve as a touchpoint for followers. 

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The aggregation additionally will abide to advantage its behind-the-scenes AI technology belvedere — which it uses to clue trends and images on amusing media that the aggregation again designs and produces — to “create added touchpoints for bodies to accommodated us and get to apperceive our brand,” she explained. “Providing added behind-the-scenes access, as able-bodied as alive with our followers directly, is aloof the beginning.”

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