Killer Social Media Strategy for Luxury Brands

"Luxury is the possibility to stay close to your customers and do things that you know they will love."

~ Christian Louboutin

The marketing of luxury goods is quite different from other mainstream brands. Luxury marketing relies on building a strong brand ethos to reflect emotional and aspirational values. Brand recall and customer loyalty play a much more important role for luxury brands.

Luxury businesses need to leverage social media to connect with their customers in more imaginative and creative ways to differentiate themselves from other premium brands.

But, if luxury brands are known for their exclusivity and limited access, why should they be opting for social media? Let's find out.

Why do luxury brands use social media?

Luxury brands are known for their posh and customized offerings.

A common belief is that social media poses a danger to luxury brands' image and distinction. Nonetheless, some top brands like Chanel, Gucci, Burberry, Prada, Valentino, Elie Saab, Dior, and others are taking to social media to promote their brands.

Social media helps luxury brands to connect with their customers on a more personal level and provides them with an opportunity to deliver more personalized services through a platform that their customers use daily.

So now that you know How has social media affect luxury marketing, let's look at how you can create a social media strategy for your luxury brand.

Luxury brands rely on PULL marketing by building a brand perception and paying close attention to detail to deliver products that reflect exclusivity and opulence. Let's look at some of the pointers that can help you build a social media strategy for your luxury brand:

Use a selected set of social media platforms

As a luxury brand, it is important to streamline your efforts towards a selected set of social media platforms that can help you display heritage, and craftsmanship and signal superior quality.

What social media site do luxury consumers use most?

Instagram, Pinterest and Youtube are some of the most prominent platforms for luxury brands.

• Instagram, with its focus on visual appeal, can help brands engagingly showcase their products.
• Youtube is a great platform for showing behind-the-scenes, latest advertisements and highlights of the latest collections.
• With its rich content, Pinterest can help influencers and designers organize a look or save images of products they plan to purchase later.

Design Feeds for visual appeal

Instagram's feed can be a huge impacting factor for luxury brands, and hence, you must synchronize your feed for an engaging experience and spectacular visual appeal.

Here, we see how Swaroski has designed its feeds to symbolize its brands' perfection and detail to stand for.

Celebrity Marketing

Partnering with celebrities helps luxury brands boost their brand awareness and tap into the youth sentiment by letting them know that the brand is adapting itself to the changing customer behaviours and preferences. Here, we see how Louis Vuitton, signed BTS as their Ambassadors and did an entire campaign featuring them in Louis Vuitton merchandise.

Run Campaigns with custom hashtags

Lots of luxury brands create campaigns on various platforms for branding and lead generation. Ensure to use custom hashtags for each campaign as it will help you get the dedicated reach and help the customers looking for a product in a specific collection find it more easily.

Here, we look at an example of Gucci's #guccilinktolove campaign.

Show Behind-the-scenes videos for engagement

Social media is a great way to showcase the effort, detailing and precision that goes into making each product, setting up each store and shooting each feature. The behind-the-scenes video provides a sneak peak into the brand's reputation and helps in engaging the target audience. Most people also share such videos as it piques their interest in how luxury brands deliver a flawless quality.

Here, we see Burberry using IGTV to post a Behind-the-scenes interview with the designer for their latest couture.

Create custom Filters

Various brands, including Valentino, Dior, Louis Vuitton, and Burberry, engage their audiences with custom filters. When used by their followers, these filters also help them improve their brand reach and create the required buzz for their new collection launch.

Leverage shopping features on Facebook/Instagram

More and more high-income groups are getting more comfortable purchasing online, which offers a wider market opportunity for luxury brands. By opting for shoppable posts and tagging items, luxury brands can establish a seamless link to shop instantly and receive a quick link to pricing and purchase.

Wrapping up

Luxury brands are looking forward to social media marketing to connect better with their customers. However, defining a robust social media strategy is important for luxury brands as a misstep can have a huge dent in the brand value for a luxury product.

So, get started building a social media strategy for your luxury brand today!



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