Social media is a relatively new frontier for luxury brands. Some upscale brands are hesitant to be involved in such a modern marketing platform because brand history is a major selling point. Diluting the brand image is a concern, and this is one reason why luxury brands have been relatively hesitant in developing a social media presence. Some luxury brands, however, see the importance of connecting with audiences that have been known to gravitate toward social media, like Millennials. Overall, fashion brands are leading the pack with customer engagement. Below we examine the top three luxury brands on Instagram, Facebook, and Twitter, and the one brand we feel has set the bar highest across all platforms.
- Louis Vuitton: LV’s most successful posts on Instagram come primarily from images of new products and designs. It also takes advantage of connections with popular digital influencers, tagging them in posts.
- Chanel: An interesting twist to Chanel’s strategy is the delay of posts. Chanel started its Instagram, accumulated followers, and had a substantial amount before publishing a single post. Fashion brands are some of the top on Instagram because it is such a visual industry. Success on the Instagram platform depends on the content being visually interesting enough to stand out among other posts. Chanel understands this and implemented the strategy by using GIF images that catch the viewer’s eye with small amounts of motion.
- Louboutin: Louboutin’s Instagram success is greater than any other luxury footwear brand. As a luxury brand, it is using Instagram to connect on a deeper level with customers. Its goal is to sell an ideal rather than a specific product, and it is accomplishing that goal one post at a time.
- Louis Vuitton: Louis Vuitton has been consistently visible across all channels. They currently have almost 18 million fans on Facebook and curate posts with lots of crisp, colorful pictures.
- Gucci: According to Marketing Mag, Gucci’s strategy on social media has focused on ad videos and special campaigns. The brand was also sure to highlight anniversaries of well-known products to help customers remember the brand’s history.
- Dior: Dior’s Facebook is full of posts involving images with beautiful aesthetics. Christian Dior, the brand’s original founder, appreciated classic femininity. The Facebook strategy has stayed in line with this brand ideal. In addition to a wealth of gorgeous images, Dior frequently posts videos, further engaging its audience.
- Chanel: The cornerstone of Chanel’s Twitter strategy is beautifully shot short brand videos. These show a side of the brand that resonates with viewers, and videos evoke more emotion than photos because they involve motion and sound. Chanel has almost 10 million followers on Twitter, and, in keeping with the aloof nature of the brand, follows no one back.
- Dior: Dior’s Twitter is flooded with stunning red carpet shots, product videos, and special event recaps. The brand also gets a lot of traffic from campaigns such as “Lady Dior.”
- Louis Vuitton: LV’s Twitter highlights celebrities wearing Louis Vuitton items on red carpets for high profile events. By interacting with and tagging celebrities, more users are reached.
The brand that has exemplified an enormous level of social media success is Chanel. How has Chanel been so successful on social media? It could be because of its unconventional approach to social marketing. Most brands stay in line with the typical expectations of interacting and inviting people to find ways to connect, chasing after a larger audience. Chanel on the other hand, does not chase anyone. In turn, the brand exudes exclusivity. We all know people want something they feel is out of reach. Chanel has brilliantly turned this human behavior into a marketing tactic and it’s working. Mentioned above, the brand does not follow any users back on Twitter. Why? It doesn’t have to. Users want to be a part of the Chanel experience, and social media is a way for them to feel connected to the brand.
What makes a luxury brand successful on social media?
The common factor leading to the social media success of these top brands is, simply, engagement. Posts that connect with viewers in multiple ways build loyalty and help the consumer become more emotionally involved in the brand. Campaigns involving contests, games, live streaming, and behind-the-scenes insights draw customers into the world of the brand, encouraging a more substantial attachment. The brands listed above can be a firm example of the potential to reach and connect with a larger audience when effective social marketing strategies are implemented.