RiLi is a new generation of fashion media that analyzes trends from installers' posts and introduces the trends on Instagram. Users are mainly z generation girls. This generation, where paper magazines and various SNSs are intensely deprived, is currently looking for fashionable information at Instagram. RiLi is enthusiastic about offering the best information there. Why do they focus on Instagram, what is the value RiLi offers? I talked to Mr. Watanabe, the representative director.

In an Instagram of the experience of a magazine

I want you to think about this time in the Z generation girls. It is not uncommon to say such a thing now, but the media they often see is " Instagram ." Instagram is a global service, so users can check fashionable instagram grammers around the world and are growing fast now.

On the other hand, magazines keep publishing copies and sales falling year after year, and historical fashion magazines are also being forced to abolish. However, even a magazine does not mean that he is losing his hands. Creating a web version, trying to make fans with other SNS as well as Instagram and twitter. However, is there a magazine optimized for Instagram and various SNSs?

Tart-up that started from such a questionRiLi (Lili). It is a service that trends trends on the Instagram like a magazine. I asked Mr. Watanabe, Representative Director, about RiLi. (Interview: January 2018)

Introducing posts popular in Instagram

RiLi is Instagram curated the fashion trends that are popular in, and edit it Instagram 's fashion media that has been opened to the public in the (account@ rili.tokyo)。

For example, "Kinchaku bag" is in vogue at the time of interview. A brief commentary on what kind of bags, image photographs, their model coordinates are posted. Instagram is able to post up to 10 images in one post, so introduce a number of coordination with one post. Each post is featured, so users can experience like a magazine.

Some things I saw or heard somewhat, such as "Cable knit", "Thermal", "Ballet shoes", etc. There are things that answer the question that it is not understood what it is said, RiLi himself named the trend Sometimes.

I am developing services by conscious of what the magazine's experience will be like if it is to be the wind UI. (Mr. Watanabe, the same below)

RiLi's Instagram is released in April of 2017. There are 63 thousand followers in just about 9 months. Although it is open to the public even on the web, Instagram is more user-aware. I posted 2 to 4 everyday, and the engagement rate and the reach number should be larger than the official account of other services.

Find trends that are currently in trend from RiLi members

The characteristic of RiLi is how to find a trend.

With conventional magazines, editors go to exhibitions and catch up fashion or create trends. In addition, magazines have to rent or purchase items for product shooting, sometimes the products of the manufacturers with which they are associated are exposed a lot. It is hard to post old clothes because it is work to load new items.

On the other hand, RiLi collects trends from 800 Instagram Gramers called "RiLi Members". There is an in-house system for analyzing posts by RiLi members and analyzing their posts and photos. I find trends that are really popular from there, and write articles. In other words, it analyzes the data, from which it prepares a system to understand that "This child and this child are not wearing the same thing".

For example, I think that "I want to make this popular" and create content. But something that makes such a trend popular goes wrong, "Like! It is not attached. I do not think that the user explicitly knows, but I think that I understand that "This is something different" potentially.

In terms of finding trends and introducing them, what you do with magazines and RiLi may be the same. But the information source is different. RiLi is content that is really popular in real time, and necessary pictures contact the RiLi member and negotiating that "I want to use this picture with this special feature".

The content of old clothes is also responsive in RiLi. Because popular instagram gramers are children who want to try new things themselves, it is compatible with old clothes of one item. Since old clothes are hard to register in magazines, children who like clothing will start to see Instagram .

Mr. Watanabe was originally from a fashion maker. Even so, RiLi initially posted high-quality, high-quality things in the Instagram like magazines. However, posting popular Instagram is not fancy, noticing that it is natural fashionable, which is blending in daily life. Since that time RiLi seems to have increased the number of posts that can be mimicked by anyone who has lost power.

EC deployment utilizing the fact that trends are known in real time

RiLi recently started EC as well. Due to its characteristics, RiLi is in a format that introduces items that can be the next trend, instruct grammers sensitive to a broad sense of fashion such as clothes, cafes, sightseeing spots. That means that you know what's going on next.

RiLi members are girls with high fashion sensitivity. It is a bit unusual for them to buy and go when they are in fashion as their sense. It is important how you can anticipate anything. So I will not say it all, but what they choose will be the next trend. RiLi purchases clothes that are likely to become trends and sells it at EC.

However, this purchase seems to be difficult timing. Items of RiLi members and instagrams are the ones that are still in fashion. In other words, the world production still has little production. Suppose, for example, a brand is a starting point, and a specific kind of bag has attracted attention. However, it only produces the brand at the time of its outbreak. So even if ordinary consumers are concerned, production volume is not catching up, so they are not lining up in the shop and can not be purchased immediately. RiLi can catch the information earlier from the information of the instagramer and purchase the item earlier. With this you can start selling earlier than anywhere.

New behavioral style of z generation

As already mentioned, RiLi's main users are girls of the Z generation (roughly 24 years old at the time of article release). Some of them have an Instagram running for 20 hours a week. Checking posts from various instruments, what kind of pictures will be taken next time, what kind of cute arrangement of Instagram is to be cute is their concern, self-branding.

For example, travel. Although it is a well-known story, the reason they want to go to the land is "I want to take a picture" (RiLi members in the company confirmed that they will still travel for the purpose of taking pictures). Korean travel was popular among young girls in 2017, but it seems that "I want to take pictures at a cafe in Korea" was one of reasons for supporting popularity.

At first I had a hard time not knowing their values. But when I watch an Instagram for a long time, my values ​​come down to them. Next time I want to take such a picture so I decided to buy this item, I started looking for a meeting cafe in my Instagram .

It is difficult to understand them with sensibilities of a long ago. That's why I think that it is better to leave it to their girls if you want to create content that sticks to them.

What I want is not brand, but items of trend

RiLi looks for trends that are likely to prevail in real-time or in the near future from the trend of instagram gamers. It was my desire to want to "be searchable by trend rather than brand".

Mr. Watanabe's former position is an apparel company. At that time, Twitter was the focus instead of Instagram , but he was in charge of promotion at SNS.

I felt that there was a gap between what the user wanted and what the company wanted to sell.

In fact, even small-scale shops and brands are popular, they do not compete for major promotions. Users really do not want it, they see things the brand wants to sell.

It is said that the brand's appealing power has been dropped in the z generation. They do not necessarily want brands. The unit I want to find is "Kinchaku Bag", "Cable Knit", "Thermal", "Ballet Shoes". This method of searching with existing EC site and web magazine is quite difficult.

RiLi initially developed a system that can search for trends. As a result, although it is an in-house system, I realize that the user's needs are not the search system itself, but the trend is introduced by SNS that I always use, such as Instagram . In this way, RiLi has decided to steer from system development to production of content on web and Instagram .

What I was making for the first time was my own ego that I want it to be like this. However, I listened to the voice of the user and settled in this form. Now we are trying to be able to provide something good on the user's eyes.

Although it is somewhat different from the form that I drew, the feeling that "I would like to introduce what I want to know in the most appropriate form" has not changed. The fans of RiLi are steadily increasing, and the cases where the brand recognition introduced at RiLi is increasing is increasing.

Grow while listening to the user's voice

Finally, I asked about future developments.

For example, live commerce is gaining momentum and I feel compatibility with RiLi's EC. But the root of RiLi is to think about the user. Without it there was no way to make an instant such main. I want to challenge new things while conscious of users.

SNS always adds new algorithms and functions, not just Instagram . Then the user creates new ways of using it, or creates ways of use that surprise the operation side. Trends should always be caught up by companies as well, which is hard work.

In addition, RiLi wants to make opportunities to communicate with users, not sending tools to users.

Many companies have become sending tools that sort out SNS "such products have come out" and "doing this kind of thing". However, there is room for the user to participate, saying that it would be better if the company and the user can communicate. This creates the air "RiLi posted on herself" "It was posted on RiLi".

RiLi realizes a magazine-like experience with an Instagram . Those who are interested in z generation and new content provision,RiLi (@ rili.tokyo)Please follow me.

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