How the best luxury brands engage with consumers on social media


Any social media marketer will tell you that engaging with your followers on social media helps to build brand awareness, improves consumer service and most importantly, supports customer retention and sales.

In recent years, luxury brands have stepped up their efforts to engage with their fans and consumers on social media. Below is a short extract from Crisp Labs’ ‘Luxury In A Social Age’ report which demonstrates innovative examples of how high-end brands are now reaping the rewards of social. 
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  1. Inspired story telling

Maintaining a brand’s rich heritage and history on social media is a huge challenge for many high-end labels. Last year, Chanel was named most popular luxury brand on social thanks to its incredible ability for telling stories that connect with and inspire their customers.

As far back as 2013, it famously launched INSIDE CHANEL, a stunningly crafted microsite which tells the story of the brand in a chronological order. Today Chanel continues to innovate, using a combination of key influencers and brand ambassadors. It has the largest following of any luxury brand on Instagram, with 19 million+ followers at the time of writing (April 2017).

  1. Maintaining quality over quantity

We know that well-planned and perfectly timed content is a key social strategy, but in the fast-paced luxury industry, this can be difficult to achieve. Tesla is well known for its innovative approach to social using quality video content.

With a following of over 1.35 million on Twitter, their innovative approach – such as their video tweet of a Tesla in a race with a Boeing airplane – helps to generate thousands of likes and retweets. Their reserved communication style is also in-keeping with the industry’s unique and exclusive positioning. 

  1. ‘Consumer as the creator’

As empowered consumers, we’re all seeking a more active role beyond consumption. For that reason, ‘consumer as the creator’ is now a key means of opening up the dialogue with consumers and involving them in the brand’s story.

Burberry, who have a following of 17.2 million on Facebook, have started providing community platforms to enable their consumers to connect with each other. There they can comment on issues like store layout and garment design.

  1. Embracing virtual reality

Increasingly, virtual reality and augmented reality are helping to sell lifestyle aspirations to high-end customers. As far back as 2014, virtual reality made an appearance at London Fashion Week when users of the Oculus Rift headset were offered a front-row view of the runway with a 360-degree panoramic video stream.

Now with the emerging world of social networking in virtual reality, the opportunity to give luxury and fashion consumers previously unattainable experiences, are suddenly ours for the taking. 

  1. Listening to consumers

In pursuit of that one-to-one experience, consumers rightly expect luxury brands to listen to their comments, respond to their passion for the products, and reply quickly to their requests. These expectations are no different for social communications, with two-thirds (67%) of consumers turning to social media for customer support.

The RitzCarlton now offers real-time customer service through an app so they can deliver efficient, personalized service and use technology to create a closer relationship with the customer and ultimately, anticipate their needs.

Crisp Labs’ ‘Luxury In A Social Age’ report looks at how luxury brands can maximize the opportunities that social media presents, while also effectively managing its risks. It also offers practical tips to promote and protect your brand online, along with unique insights, analysis and ideas from our research division, Crisp Labs, which you can incorporate into your brand’s social media strategy. Download your copy of ‘Luxury In A Social Age’ free now.
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