While most retailers have long since jumped into the world of social media and digital marketing, there’s one surprising group that seems to be reluctant: luxury brands. Luxury brands have seem to be more hesitant about their social media and digital marketing efforts than many other retailers.
A lot of this is probably because these brands felt for a long time that their audience wasn’t necessarily on social media or browsing for items on sites like Instagram. There was probably also the feeling that if you’re a luxury brand, your items sell themselves.
That’s not necessarily the case though, and it’s important for luxury brands to utilize and maximize social media platforms, starting with the tips below.
Less Is More
The typical consumer of luxury brands is someone who enjoys quality and substance over quantity in most cases. Keep this in mind with your social media strategy. Rather than posting constantly, it’s better to make sure each post is impactful. Fewer posts are better if they’re really engaging, innovative and entertaining. You don’t to flood your potential customer with social media marketing, but rather you want to affect them with it.
The Brand Imagery
Luxury brands are inherently well-aligned to promotion on social media platforms, particularly when it comes to pictures and videos.
Luxury products are usually incredibly well-crafted with excellent details, so make sure you’re letting those elements show through on social media images. For example, if you’re a fine jewelry company, you can post images that are taken up-close and highlight each of even the tiniest details of a particular piece.
Let your audience see, in the most detailed way possible, how exquisite each item is.
Build a Narrative
A lot of what high-end companies are doing in their social media revolves around story-telling and creating an ongoing brand story. You can do this by offering behind-the-scenes videos and pictures, or creating a storyline following one character or brand ambassador. This resonates with luxury audiences and shows the brand has taken the time to deliver cohesive, well-thought-out content.
Something else that should be noted here is that the average luxury shopper wants to feel special, like they’re receiving one-on-one information, and like they’re getting something other people aren’t. Try to evoke these feelings with your social media narratives. Make it a personal experience that shoppers will feel like they can only get from your brand.
Another good concept to keep in mind as you build a narrative is to integrate the heritage of your brand. A rich history is something luxury shoppers might feel they can’t get from other brands, so emphasize that distinctiveness.
Be Super Responsive
As a final note, when luxury shoppers bring their money to boutiques and in-person shops, they’re doing so primarily because they want that sense of attention and even respect they get there. If you’re spending massive amounts of money on one special item, you want to feel like you’re important.
You can recreate this feeling, at least somewhat, on your social media channels. Always be responsive, and answer questions and respond to feedback, even if it’s negative. Show your audience they are important to the business, and that you’re willing to take the time for dialogue with them.
Luxury brands should certainly be harnessing the power of social media right now, but doing so in ways that might be more subtle and savvier, based on the needs and preferences of their targeted audience.