Social media now is an indispensable part of people’s life. Nearly every brand has stepped into social media for marketing and public relations. It is not uncommon to find that luxury brands also take a great use of social media to reach their targeted audience. It doesn’t mean that people will spend hundreds of dollars to buy a designed product only because they read something from its Facebook page. It means luxury brands are getting involved in people’s conversations through social media. The next question is which one is best for luxury brands, considering numerous social media platforms, like Facebook, Twitter, Instagram, Tumblr, Pinterest, Flickr, Foursquare, Weibo…
Sarah Mahoney argues that Instagram is the best place for luxury brands because it has the highest engagement from the audience. In her report, she says that a survey of 249 luxury brands finds that 93% are currently on Instagram, up from 63% in July of last year. And while it is just one-tenth the size of Facebook (which acquired it back in 2012), it has 15 times the level of user engagement that Facebook does. And Pinterest, about a third of Instagram’s size, has only about a third of the level of engagement that Instagram users do.
Then what do these brands do on Instagram and other social media? Giving discounts? Offering give-aways? There are a lot more things that could be done. According to Dioni L. Wise, researchers from the University of Buffalo’s Department of Communications describe the three main functions of using social media for nonprofits as (1) information, (2) community and (3) action. The same goes for luxury brands.
Michael Kors has more than 2m followers on Instagram. It constantly post information about the products, the brand and matching advices. These posts not only build a good relationship between the brand and audience, but also are useful in encouraging people to purchase its products. The average number of likes for each post is 50k. That means more than 50k people know about what MK promotes and MK pays nothing for it!
Social media is an excellent PR method for luxury brands! Share with me your thoughts about it in your comments!