Sophia Webster: 'Social media is how we live our lives'
Sophia Webster sees no separation between her business and social media.
The 31-year-old footwear designer has transformed her former personal social media account into 750,000 followers on Instagram, 92,000 likes on Facebook and 16,200 followers on Twitter.
It's no surprise that the Instagram is her favourite, as it best shows off the whimsical designs for which she has become famous, such as the Chiara butterfly wing heels seen on J.K. Rowling at the premiere of her new play Harry Potter and the Cursed Child on Saturday (30Jun16).
Having run her Instagram account by herself for the first two years, Sophia has firm ideas of what she wants to communicate to her followers, and what the brand's focus should be.
"We try not to look too much at what other people are doing, and we try and focus on what we to get across and what we want to say," she smiled in an interview with Drapers. "We have a schedule and within that we feature our core product range, so people come to know the names and styles. But then have more fun things to engage more people."
As well as an endless stream of images of her colourful creations, to engage followers Sophia focuses on ensuring her shoe posts really show off her designs, as well as connect to the customer on an emotional level.
"Our mother and baby matching pictures do really well, they get shared a lot. People need to have an emotional response to the image and we try and plan things to do that," she added. "It’s all about finding different ways to start a conversation."
Having been an early adopter of Snapchat, Sophia admits she uses it more for "behind the scenes glimpses" rather than as marketing tool.
Like many successful brands, social media has become a huge part of the designer's business. But it's clear that she doesn't see it as a burden.
"I don’t see social media as a separate thing to the brand anymore; it’s so much a part of our business. It’s how people live their lives now, it’s part of what we all do," she explained. "Wake up check Facebook, check Instagram, and get dressed. It’s a part of this generation, I always said that I wanted to create a luxury brand for the new generation and social media is just a part of what they do."