I get it – when you think "fashion marketing," your mind might jump to Instagram or TikTok. But hear me out: Facebook is still a goldmine for fashion brands.

For one thing, so many fashion shoppers are browsing and buying online these days. In the UK, nearly 30% of fashion sales now happen online, up from just 20% a few years ago. Social media plays a huge role in this shift. In fact, one report found that social media is a key way people find a fashion brand's website and end up purchasing clothes there. Facebook, being one of the largest social networks, naturally captures a huge slice of those style-seeking eyeballs.

Even though it's not the trendiest platform, Facebook has an enormous and diverse user base – and a lot of them are interested in fashion. According to Statista, Facebook and Instagram are among the top places consumers discover or buy fashion items. Think about that: if your boutique or beauty brand isn't active on Facebook, you could be invisible to a big chunk of potential customers.

And these aren't just casual scrollers; a survey indicated about four in ten Facebook users actually get fashion inspiration on the platform. That's a huge pool of style-conscious buyers looking for the next outfit or beauty tip – an opportunity too big to ignore. Facebook even noted that the platform is a prime spot to reach young adult fashion shoppers (especially women in the 18–34 range, who often look to influencers and celebs for style ideas on Facebook).

When I say "organic posts," I mean the regular, non-paid content you share on your Facebook Business Page – photos, videos, status updates, behind-the-scenes snapshots, you name it.

These posts are the heart and soul of your brand's Facebook presence. They're how people get to know the personality behind your fashion label or beauty business.

Consistency is key here. Posting once in a blue moon won't cut it, as I learned when helping a friend with her boutique's page. You don't have to post every hour, but try to maintain a regular schedule (say a few times a week) so your page stays active. This keeps your audience engaged and shows that your brand is alive and kicking. It can feel like a lot, but remember – these posts don't always have to be polished product photos or big announcements.

In fact, mixing up different types of content makes things more interesting for your followers. One day you might share a promotional post (like a new arrival with a "shop now" link), and the next day an educational post – for example, a quick skincare tip if you're a beauty brand, or a "how to style a scarf in 5 ways" video if you're a fashion boutique. Sprinkle in something inspirational (maybe a quote about confidence, or a customer story) and something just fun (like a behind-the-scenes blooper from your latest photoshoot). This variety keeps people watching for what you'll post next, rather than tuning out because "oh, they're just selling something again."

Crucially, organic posts are where you build trust. When someone stumbles on your Facebook page, what do they see? Ideally, they see an active page with engaging content and maybe even some customer comments you've responded to. This instantly tells them, "Okay, this brand is legit and they care about their community." Believe it or not, that feeling of authenticity can be the deciding factor in turning a casual browser into a buyer. I've had people tell me they chose one shop over another because the first one's Facebook page felt more "friendly and real."

It's that know-like-trust factor at work. And it's something paid ads alone can't achieve – authenticity has to be earned gradually. (In marketing speak, organic content "fosters authenticity and builds long-term engagement" in ways ads alone can't.) So, those candid store snapshots, customer shout-outs, or little style quizzes you post might not directly scream "BUY NOW!", but they warm people up to your brand.

You've probably noticed those short, snappy videos called Reels taking over your feed. Reels started on Instagram, but now Facebook has them too – and they can be a secret weapon for fashion and beauty brands.

Why? Because Reels are all about quick entertainment and eye candy, which is perfect for showcasing style.

Facebook's algorithm is pushing Reels pretty hard (they're competing with TikTok, after all), so early adopters can get a nice boost in visibility.

I've been experimenting with Reels for a small online jewelry shop, and it's wild how a 15-second styling video can reach way beyond your follower list if it resonates.

Finally, don't be shy about having fun with Reels. Show some personality – maybe it's a quick dance in your store aisle when a new collection drops, or a time-lapse of you packing orders with a thank-you note. This kind of content makes people smile and remember you.

By now you might be thinking, "Okay, organic posts build my brand, Reels get me reach… but what about actually selling stuff? Show me the money!" This is where Facebook Ads come in – and importantly, how they complement your organic efforts. In my experience, the magic really happens when you use all these tools together.

Let me paint a picture of how they can dovetail:

Say you're launching a new summer fashion line.

You could start by posting an organic photo album on your page showcasing the collection – this warms up your existing followers and lets them know something's new (and hopefully they like and comment, which increases visibility).

Next, you drop a fun Facebook Reel of a model twirling in one of those summer dresses by the beach, with some catchy music. This Reel, if it hits the right note, will spread beyond your follower base and attract new people who love that style. Now you've got some buzz.

Finally, you back it up with a targeted Facebook Ad campaign: perhaps a carousel ad or a video ad that highlights the top 3 pieces from the collection, with a "Shop Now" button leading to your site. You target this ad to, say, women aged 25-45 who have interests in summer fashion, beachwear, Boho style – whatever matches your line. This ensures that even people who haven't caught your organic posts or Reel (because let's face it, algorithms can be fickle) will still see your collection because you paid to reach them.

The result? People start seeing your brand everywhere – in a good way. A fashion-lover might first stumble on the Reel (entertained by the beachy dress video), then they click through to your page and see the fuller album with product details, and maybe the next day that same person gets your ad in their feed saying "20% off this weekend only." That sequence can significantly increase the chance of a purchase.

Essentially, organic content and Reels set the stage, and ads are the closer that drives the sale home.

In summary, using organic posts, Reels, and ads in tandem is like a one-two-three punch. It's the mix of authenticity and amplification.

Hiring a freelance social media manager could be a game-changer for your business. A good social media manager (like the wonderful Elif I've recently gotten to know) will basically take the wheel for your online presence, so you can focus on other parts of your business – like designing the next collection or sourcing new products. Let me share what that experience can look like in practice.

When you bring in a pro like Elif, she'll start by learning about your brand's style, voice, and goals. Maybe you want to attract more high-end fashion buyers, or perhaps your aim is to grow a community around sustainable beauty – she'll tailor the strategy accordingly.

From there, she can plan out your content calendar (no more "uh oh, it's been 2 weeks since we posted" moments).

She'll mix in those engaging organic posts we talked about – likely even better ones than you or I would come up with on our own, because this is her specialty. She stays on top of what works on social media: the latest trends, hashtags, optimal posting times, all that good stuff. So your Facebook page stays active and interesting without you having to scramble for ideas.

Importantly, a social media manager can handle the analytics and ad strategy side of things too.

Remember those Facebook ads we discussed? Setting them up and monitoring their performance can be a bit technical and time-consuming. Someone like Elif has the experience to target ads properly (so you're not wasting money showing your ads to the wrong people) and to tweak campaigns based on data. For example, if she notices an ad is getting lots of clicks but not sales, she might adjust the ad copy or the audience targeting.