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Social Media : Luxury Brand Strategies on Instagram

Social Media : Luxury Brand Strategies on Instagram

Slate.fr has just published an article on the strategies of the most popular luxury brands on Instagram. In 2017, 90% of Instagram users were under 35, the social media is a great way to touch millenials.

Septembre 24, 2018 | Anaïs

Photo: Compte Instagram de Chanel

The article recently published by the online magazine Slater.fr reveals that social media now play a key role in communication strategies. Instagram, in particular, is becoming a must-have marketing tool for luxury brands.

The strategies put in place by the brands are diverse: “Chanel uses a single account to communicate with the public, while Dior, Nike and Adidas manage several accounts that target specific communities. Sezane uses contests to spark commitment, Prada short films and East Dane the Christmas holidays to increase sales. At each his strategy, the important thing is to be the first in the mind of the consumer“.

Chanel is the most followed luxury brand in 2018 with 30 millions subscribers. The brand is closely followed by Louis Vuitton, Gucci and Dior, which respectively have 27 millions, 28.7 millions and 21.3 millions subscribers.

According to Slater.fr, Chanel pole position is related to its marketing strategy focusing on the buying experience by offering an immersive customer experience rather than putting products on the front burner.

The strategies of Prada, Gucci and Dior consist of a collection of stories about the brand, products from collections and dialogues with celebrities.

Unlike them, Dior prefers to focus on the diversity of its subscribers with specific accounts for each demographic group.

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According to a study by Socialbakers, “Instagram’s success is based on good content planning – if you already have a stable content creation strategy for other channels, you can apply the same tactics to Instagram“.

By Anaïs

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