US fashion brand Free People is using customers’ Instagram pictures to increase conversions on its product pages and engage fans on social media.

US fashion brand Free People is using customers’ Instagram pictures to increase conversions on its product pages and engage fans on social media. Customers are encouraged to submit a photo via the retailer’s website or through social media.

Shoppers can either upload directly to the product page or use a dedicated hashtag on Instagram or Twitter. To encourage participation, the retailer includes a printed reminder when it delivers items. The Urban Outfitters-owned retailer then moderates the photos and displays them on product pages and on Free People’s Denim Showcase, a standalone site. This not only shows the products on real shoppers and a range of body types, it also increases the amount of attractive imagery on the pages and adds desirability to the clothes.

The technology is provided by Olapic, a tool that allows retailers to curate and display Instagram photos on their own sites. The retailer is running the campaign at present across its denim shop.