Using social media platforms for marketing purposes is one of the most profitable strategies when promoting a brand. Luxury brands on Instagram have the opportunity to market their products and services in multiple creative ways.
Increasing engagement through sophisticated visual and written content enables brands to grow and build relationships with all kinds of engaged communities. Thus, Instagram has been an effective platform for advertising campaigns to reach new generations in the digital era.
Instagram has become a platform for luxury brands to communicate their brand identities to their target audiences. Beyond simply creating a visual portfolio, Instagram also allows greater brand awareness and interaction.
How Do Luxury Brands Use Instagram to Build Engagement?
High-end Visual Content
Instagram emphasizes visual storytelling to share products and experiences. The power of images also embraces all the creative capabilities of the platform to share advertising campaigns through photos, stories, and high-quality videos. Immersive visual content welcomes engagement by presenting a piece of what the brand is about.
This statement shows how customers are more attracted to a product when celebrities use or endorse it before they can personally purchase it.
In luxury brand marketing, public figures continue to garner attention and impact by associating values and a personality to a brand. Therefore, luxury brands on Instagram collaborate with influential celebrities to interact and promote their products for brand campaigns. Jewelry brand Tiffany & Co. has partnered with Kendall Jenner and Maddie Ziegler to gain new millennial and Gen Z consumers.
Some brands are even branching into new forms of influencer marketing by using digital influencers. Digital influencers allow for new creative forms of storytelling and appeal to specific audiences that can identify with their content.
Interaction on social media platforms has a significant impact on reaching a target audience. Luxury brands rank high on Instagram for engagement and interactions.
By initiating conversations with audiences through content, consumers are provided insights into a company’s culture. This also makes consumers feel like the curtain is lifted from a brand and builds customer loyalty in the long term.
Fashion houses Gucci, Chanel, and Hermes dominate over 50 percent of online discussions. This is due to their successful product launches and events on social media platforms.
Luxury brands on Instagram inspiring costumers
Purchases are heavily influenced by customers’ habits on social media and their interactions with brands. In luxury brand marketing, engagement through social media networks encourages reaching the largest audiences across a visual storytelling platform. Chanel is now a powerhouse on social media platforms. They have successfully replicated their brand voice to attract younger consumers with innovative interactive content.
With over 500 million users every day, Instagram is a valuable tool to extend their audiences into multiple targets audiences. For prestigious brands, this means standing for powerful and inspirational content and maintaining influence and trust.