Marketing 101: How Luxury Brands Use Social Media
Luxury brands have traditionally existed in an insular bubble, inaccessible to the average consumer, but that’s changing. Today, many luxury brands use social media to bridge the gap between their brand and the consumer. This article explores how five of the most well-known luxury brands use popular social media platforms like Facebook, Instagram, Pinterest, Twitter, and YouTube.
1) eCommerce
Ecommerce is becoming one of, if not THE most important, ways luxury brands market themselves. With so many different social channels, it can seem like a daunting task to keep up with social updates and respond appropriately. That’s why any luxury brand needs a CRM (customer relationship management) software system that can help streamline some of these processes. CRMs allow you to organize your email newsletter lists, manage your social media presence (the number of accounts you should have depended on your brand), and maintain relationships with potential customers. It’s an excellent addition to any online business’s marketing plan. Social networks change their algorithm frequently; setting up custom tabs for visitors on your site means they always know where to find new information on social media sites. Most premium e-commerce platforms also include functionality to create custom shopping pages, making it very easy for people who share your content to purchase products quickly through social networks without navigating away from their current page. If you’re thinking about using an e-commerce platform for your new online store or updating an existing site, I’d suggest looking into Shopify Plus. The learning curve can be steep, but once mastered, it becomes incredibly powerful.
2) Social Videos
Social video is a hot trend in marketing, and a popular way to put your brand out there is with YouTube. Creating YouTube videos that capture audience attention can be as simple as shooting a selfie or as complex as inviting big-name celebrities to star in your ad campaign. Regardless of what type of video you create, its content must be engaging and creative enough to stand out from all of your competition. The more views and shares your videos get, the greater exposure they will have, translating into more followers on social networks. With social media platforms being so prevalent these days, marketers must take advantage of them by reaching new audiences and maximizing their brand visibility. Consumers use social media sites like Facebook and Twitter to gain information about various products and services; businesses that effectively market themselves on these sites gain an edge over competitors. Luxury brands like Gucci understand how valuable social networks are when promoting themselves online; taking time to craft quality content is crucial in maintaining an online and offline image. Gucci utilizes YouTube specifically because it has become one of the most desirable places to watch premium branded content. Using Instagram may seem ideal because it’s visual, but remember that not everyone uses Instagram—or even social media at all! Try incorporating different social media channels into your plan so that every member of your target audience has access to see your posts.
3) Influencers
Using social media has become a regular part of many people’s lives. This is particularly true for millennials and Generation Z, groups who also happen to be two of the most important consumer segments out there. Brands like Gucci and Louis Vuitton know that they must keep these groups engaged on social media to keep their businesses relevant and alive. They’ve found that using micro-influencers—i.e., individuals with more minor but devoted followings—is one of their best tools for achieving that goal. Not only does it help them reach potential customers, but they can leverage these micro-influencers as advocates for their brands. The trick? Creating campaigns that are personal yet have broad appeal. One great example? Recently, Tommy Hilfiger used Snapchat filters at Paris Fashion Week to give followers an inside look at how fashion week works. While other brands could learn from Hilfiger’s success in capitalizing on events, however large or small, brands are well-advised to focus more on creating genuine interactions between influencers and consumers alike. Consumers want authentic moments—and savvy marketers know how to give them exactly what they want by tapping into influencer communities in different ways.
What can you do for your brand?
Start by taking a good look at your brand. What makes it unique? Is there something to celebrate? An anniversary? Does it have any heritage that can be highlighted and shared with your audience? These things can all be used as different promotion channels for your company and what you do/sell. Next, take a closer look at your target audience. Make sure they are using the same channel, so they will see what you’re sharing. For example, if your customers are predominantly in their 20s, share on Facebook or Instagram rather than LinkedIn. You want to put yourself out there where potential clients are already spending time online. The main thing to remember is that any marketing via social media has got to be genuine. If your followers feel like they’re just getting pushed product after product, instead of hearing from someone who cares about their wants and needs, then you won’t build trust or rapport. It may not be an easy way to work with you initially, but being honest will pay off in the long run when building a solid client base.