Posted at Dec 30, 2020 5:47:00 AM by Morgan Stuive | Share
The best luxury brands on social media have a deep understanding of digital advertising media. This takes work and research to learn. The best way to start is to dive in. Social media for luxury brands is an ever-changing landscape, but each brand gets to change their chunk of that landscape in ways that work best for it. It's crucial to have social media presence. According to Deloitte, most high income consumers prefer shopping online. This number will only increase.
1. Focus Down One Platform at a Time
The number of social media platforms out there is ridiculous. Don't try to tackle them all at once. Get your business expert at using one, and that will offer lessons you can take into the next. Excelling at one or two platforms can also make building your foundation on the next platforms much easier.
Many luxury brands only ever focus on the few select platforms they find most effective. This will vary by brand and industry, so keep careful track of your data and how you improve on a platform compared to your expectations.
2. Present Quality, Not Quantity
The best luxury brands on social media don't deluge their audience with products. Your audience isn't looking for a warehouse; it already has a very good idea of what it wants to buy from you. Focus on depth of social media advertising, not breadth. Where an everyday brand might spend resources advertising dozens of different products, you're advertising a select few.
This doesn't mean just repeating the same promotional material ad nauseam. Craft image boards, blog entries, and feature testimonials that revolve around or evolve from the products at the center of your focus.
Social media for luxury brands means service at a personal level. That may seem very difficult given the numbers social media attracts. Chatbots are useful to help focus in the large amount of interest you get. It's important that they help people narrow down their selections quickly. Use brief questions and keywords that help guide the customer to specific selections.
For your best customers and especially for high-end luxury items produced in limited numbers, putting a real person on communication and follow-up duties can be invaluable. If you expect 10,000 sales of a luxury item, rely on chatbots. If you've only made 50 and the item's of exceedingly high value, devote a real communication specialist to managing relationships with your most valuable customers.
The goal either way is the same: personal attention appropriate to the scale of the audience.
4. Social Selling
Let's say an influencer is featuring one of your products on their Instagram page, or discussing it on YouTube. They can feature a link to your store that their audience can use to buy the item. This often allows that influencer a small cut you've worked out beforehand. The benefit to you is that the influencer is doing to the work to drive new customers to your site. Learn about opportunities like these (and the transparency laws surrounding these deals in different countries). With a bit of knowledge, this can become one of the easiest ways of procuring new customers.
Influencers are key to connecting with like-minded individuals interested in the same luxury lifestyle. Influencers can help luxury consumers online, drive awareness and consideration of luxury products. It is also a very powerful way to attract younger customers.
5. Make Everything Worthwhile
The phrase, “Time is money,” has never been so true as it is today. The world is busier and people are more overwhelmed with information than ever before. Don't make a site with a 20-second intro movie. Don't make your presentation on social media stylistic to the point of confusion. Don't make your chatbot direct to items outside of what the customer is interested in. Don't over-present detail on a product.
Shoppable posts are becoming more and more popular on Instagram. Shoppable posts allow brands to tag products, creating a seamless link between post and purchase. By using this feature, users are able to instant shop by showing a fast link to prices and shopping.
Instead, make a page that's quick to load from any device. Streamline your presentation so select information can be found immediately. Make your chatbot friendly, but direct and concise. Select product and service details that are eye-catching, and save the technical manual for another page they can click through to if they wish.
Include Stories to the mix. Stories offer a dynamic way to highlight specific and spontaneous connection points. “Over 300 million users actively engage with Instagram stories each day, and one-third of the most viewed stories are from consumer brands.”
Remember that luxury items are not needed. They're preferred. This leans them closer to the category of impulse buying. A great deal of the luxury involved with them is that the purchaser can afford such impulse buys. Show your customers attention and don't rush them, but make sure everything they see will be perceived as worthwhile. Filler and delay are just opportunities to reconsider a purchase, or think about whether your competitor is faster and more streamlined.
It's a fine balance, so remember to iterate on what works and build on your best and most effective concepts.
Editor's Note: This post was originally published in March 2019 and has been updated for freshness, accuracy, and comprehensiveness.