Social media marketing has become an absolute need for any brand, whether luxury or regular. Gone are the days when luxury brands used other means of marketing, such as TVCs and print media. Today, Millennials and Gen Z are shifting to social media for enhanced brand research and shopping experience.
But how do social media is different for luxury brands? We know you are eager to find out! This blog includes all the details about social media marketing for luxury brands. So, whether you are looking to find the best social media platforms for luxury brand marketing or want to create a solid content strategy for your brand’s social media profile, this blog will guide your social media marketing campaign to generate higher sales and better revenue. So, let’s get started!
Why Is Social Media Marketing for Luxury Brands Important?
Do you know that around 85% of luxury brand customers use social media? With this greater number, it is evident that social media is no longer an option but a necessity for luxury brands to position their luxury goods in front of the target audience.
Social media marketing allows luxury brands to communicate with their clients more effectively and showcase their brand value. With many options and features on social media platforms, you can communicate with your customers in a direct way and strike their emotions through creative and compelling strategies.
For example, Chanel features an aesthetic Instagram profile by visually highlighting their products. Each of their Instagram posts reflects their elegant brand identity and magically grabs customer’s attention. It means that Chanel is using social media to target their customers in the most effective way and build their brand identity to stand apart.
Moreover, social media also plays a crucial role in creating brand awareness and fostering deeper connections with your customers. When your brand is on social media, customers find it more comfortable to interact and explore your products, satisfying their inner passion for collecting luxury goods.
What Social Media Site Do Luxury Consumers Use Most?
It has been predicted that Gen Z and Millennials together will make up to 45% of the luxury brand consumer market by the year 2025. Millennials are spending more of their time on social media to discover new brands and shop online to avoid visiting crowded outlets and save time.
It means that social media has become a medium for luxury brands to connect and engage with their customers through various social media platforms, including Instagram, Facebook, Pinterest and YouTube. However, Instagram, with over 2 billion monthly active users, is a visual-centric social media platform that is set to grab customer’s attention by showing highly aesthetic and glamorized visual content. Using Instagram, luxury brands can showcase their true value and evoke customers’ emotions by exclusively showing their product collections and glorifying their uniqueness.
On the other hand, Facebook is the most used social media platform, with around 2.9 billion monthly active users. Luxury brands could use Facebook to precisely target their potential audience who are interested in buying luxury items. With Facebook ad marketing, you can explore various targeting options to segment your audience based on their demographics such as age, location and income level.
Meanwhile, YouTube remains the top choice for sharing product videos and ads to let your customers seek the value your brand offers. Creating long product videos and showing influencers and celebrities using your products could help in making more customers buy your product and enhance their status in their network.
Moreover, Pinterest is also a great option for pinning your products and appearing in product inspiration for users searching for luxury goods. When users see your products in their results, they will likely buy them by visiting the link attached with your pin image. It will help you in bringing more customers to your website and generate maximum sales.
How to Market a Luxury Brand on Social Media?
Social media marketing for luxury goods isn’t just the regular way to showcase your products and hope to get a response from a wider audience. Luxury products are aimed to target a specific audience with higher income levels who are looking to purchase luxury items to make a statement.
But do luxury brands have some special strategy for marketing on social media? Yes, the way your brand holds significant value, it is important for you to create an exceptionally social media marketing strategy to stand out and attract potential customers.
Therefore, we have curated a list of six powerful social media strategies that are helpful in making your presence a hub for customers to find luxury value.
1. Comprehend Your Goals
69 % of marketers believe that social media helps in creating brand awareness 82% have claimed that they have experienced higher sales with social media usage. This adds to the fact that no matter what your goals are, social media has the power to make it possible for your business to grow.
However, if you aren’t aware of your goals, then how will you be able to align your efforts to achieve them? That’s where the need to set your goals arises. You must identify your marketing goals in order to expand your efforts and align your social media marketing strategy that complements your goals.
For example, suppose your goal is to create brand awareness and engage with potential clients on social media. In that case, your content strategy must showcase your brand’s unique values and benefits that matter to your customers.
But it’s important to keep in mind that your goals have to be SMART. It means that whatever your goal may be, it has to be specific, measurable, accessible, relevant and time-bound. Let’s say you are determining specific results you want from your social media campaign; then you must stick to this particular goal and its limitations instead of wandering around and choosing random or irrelevant goals.
2. Know Your Target Audience
Luxury brands cater to high-end society and affluent individuals who value exclusivity and are ready to purchase luxury goods to up their living standards. But how do they seek these valuable products on social media?
Knowing your target audience is the crucial step in crafting a solid social media marketing for luxury brands’ strategy. You must understand what your potential customers are looking for on social media and how your profile makes a difference in their online shopping experience.
In fact, one of the renowned digital marketers, Neil Patel, when talking about luxury marketing, eloquently said, “To survive in the increasingly competitive luxury space and attract new customers, luxury brands must understand what the luxury consumer wants from a brand and how digital can help them get there.”
It makes it obvious for luxury brand marketers and owners to research their target audience’s needs and preferences and tailor their social media strategy to gain effective outcomes. Make sure to find out what appeals to your customers and how they are going to react to your content. This way, you will be able to craft compelling content for your customers and earn their trust and recognition.
3. Craft Impeccable Content
Luxury brands must showcase their true value by creating content that speaks strongly with potential customers. There are a plethora of options for posting content on social media, such as images, videos, reels and stories. You must know what works best for your audience and create content that directly impacts their minds.
Work on shaping your content that utters the value of exclusivity, craftsmanship and high-quality materials that your brand focuses on. Ensure to promote your brand’s values and cliquishness by showing your products in a highly visual and aesthetic way.
4. Collaborate with Influencers and Celebrities
With 61% of consumers relying on influencers’ recommendations, it’s no secret that social media has allowed businesses to expand their reach and target customers worldwide by partnering with influencers and celebrities.
You must look out for the celebrities and influencer that holds a significant follower base and have been amazing in promoting luxury brands. By collaborating with these professionals, you will be able to target a larger customer base eager to buy your products by seeing them used and recommended by their favorite celebrities and influencers on social media.
This approach towards joining hands with A-list celebrities and influencers will help you acquire a valuable customer base to heighten your sales and grow your business’s revenue.
5. Leverage Ads Targeting
Social media also offers running ad campaigns that specifically target your potential customers and direct them to your business website. Facebook and Instagram provide some outstanding targeting options to only show ads to those who are likely to act.
You can create your ads account and start setting your preferred choices for targeting audiences with a higher income level. These platforms utilize different metrics to analyze the audience’s demographics and behavior so that you can choose whatever works best for your business.
6. Post Consistently
You need to remain consistent in your efforts to build your brand’s social media presence. Posting after months and showing no care for your customer’s queries and feedback would negatively affect your brand image, and customers will surely back off from your profiles. You can use various content calendars and management tools to schedule your content at optimal times.
Moreover, make sure to experiment with different ideas and campaigns to entice your users and engage them on your profiles. You can even partner with other luxury brands and create your co-branding campaigns to attract more customers and boost your sales.
Conclusion:
Social media marketing for luxury brands is the ultimate way to upmarket your brand and bring more customers to increase sales. You can create your own social media marketing strategy by using the tips and tricks that we have mentioned in this blog. Make sure to capitalize on social media marketing to boost your brand’s image and foster reliability and exclusivity within your target audience.
However, if you need our help in crafting your social media marketing strategy, you may contact us or book your consultation, and our experts will be pleased to assist you.
