{"id":34852,"date":"2024-02-15T02:17:53","date_gmt":"2024-02-15T02:17:53","guid":{"rendered":"https:\/\/www.rivaliq.com\/?p=34852"},"modified":"2024-02-17T02:40:03","modified_gmt":"2024-02-17T02:40:03","slug":"top-luxury-brands-on-social-media","status":"publish","type":"post","link":"https:\/\/www.rivaliq.com\/blog\/top-luxury-brands-on-social-media\/","title":{"rendered":"What\u2019s working for the top luxury brands on social media"},"content":{"rendered":"

From strategic celebrity partnerships to red-carpet events and a unique approach to TikTok, here are the top trends from the top luxury brands on social media.<\/p>\n

The luxury market\u2019s customer base is expected to hit 500M by 2030, according to a report on the luxury goods market<\/a>. On their journey to reach these new limits or, perhaps, surpass them, we\u2019ll continue to see luxury brands utilizing the power of social networks to shape their brand image and connect with their target audiences, which, as we\u2019ll see later on, are shifting.<\/p>\n

According to our latest Social Media Industry Benchmark Report<\/a>, retail was among the lowest-performing industries on nearly every social media platform. They earned last-place engagement rates on Instagram and second-to-last on Facebook. This year, luxury and retail brands managed roughly comparable engagement rates, except on TikTok, where they pulled ahead.<\/p>\n

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To see what strategies have helped these fashion houses win on social media, we analyzed over 20K of their posts across Facebook, Instagram, TikTok, and Twitter to bring you this report on the top trends from the top luxury brands.<\/p>\n

Have any guesses about what they\u2019ll be? Let\u2019s dive in.<\/p>\n

Top luxury brands on social media<\/h2>\n

When ranking the top luxury brands on social media, there are a few factors we consider, mainly the size of their audience, average total engagement per post, and average engagement rate by follower across the four main social media channels. With that in mind, here are the top luxury brands on social media.<\/p>\n

In first place, we have Louis Vuitton<\/a>, who generated the highest average cross-channel engagements per post at 66.7K. They also have the largest cross-channel following of any brand in this landscape at 102M\u2014props to them for growing their following by 11.8% from the previous year.<\/p>\n

Taking silver, we have Dior<\/a> with an average of 56.8K cross-channel engagements and an audience of 81.3M. They also generated the most shares and conversation engagements across all social media platforms. Well done.<\/p>\n

Rounding out the top three is Versace<\/a>, who consistently had one of the highest engagement rates by follower on each social channel. They averaged 43.4K engagements per post, a 16.7% increase from last year, and built their following up to 43.2M.<\/p>\n

\"Cross-channel<\/p>\n

Top trends from high-engagement luxury brands on social media<\/h2>\n

Featured trend #1: Celebrity brand ambassadors<\/h3>\n

Kicking off the top trends from luxury fashion brands, we have celebrity brand ambassadors. Putting a familiar face to their products helped brands build trust with consumers and shape their awareness on social media. From announcing a new collaboration to showcasing how these partners exemplify brand values, the luxury industry saw engagement skyrocket when posting about their ambassadors.<\/p>\n

Take a look at the most successful cross-channel posts by total engagement.<\/p>\n

\"Top<\/p>\n

Studies show that the Asia-Pacific region is the top market for luxury brands<\/a>. So, it makes sense to see brands partnering with K-pop stars like J-Hope and Jisoo, who are pretty popular in the area (that\u2019s putting it lightly). They\u2019re also the perfect ambassadors to reach younger audiences worldwide, a good move considering younger Millennials, Gen-Z, and Gen Alpha are expected to make up 80% of luxury product consumers by 2030<\/a>.<\/p>\n

When Louis Vuitton announced on their Instagram account that BTS member J-Hope would be joining the team, they saw a 10.7% engagement rate by follower, a significant increase from the retail industry\u2019s 0.23% average. The single-photo post, the content type that brought in the most engagement on Instagram, also included the hashtag #BTS, the most broadly used tag across channels with the highest engagement rate at 6.89%. It\u2019s safe to say LV fans were pleased with this collab.<\/p>\n

\"LV's<\/p>\n

Let\u2019s shift gears to Twitter. Here, Tiffany & Co<\/a> had the highest engagement rate by follower at 0.33%, nearly 17x higher than the retail industry\u2019s median engagement rate of 0.025%. Their most successful content had a few things in common: brand ambassador Jimin of BTS and photo or video content. Video content helped brands in this landscape bring in the most engagement on Twitter, followed closely by photos. Time and time again, we\u2019ve seen the benefits of using visual elements to capture Twitter followers\u2019 attention. This is especially true when a public figure is involved.<\/p>\n

Tiffany & Co. also included links in their tweets to make it easier for followers to learn more about their products and used simple, brand-centered hashtags like #ThisIsTiffany while increasing exposure with #Jimin.<\/p>\n

\"Twitter<\/p>\n

While exclusivity is the name of the game in the world of luxury brands, appealing to new demographics of consumers through strategic partnerships has proved to be a worthwhile effort. Brands in this landscape succeeded in doing so with ambassadors who embody complementary values like elegance, poise, and timelessness and have a solid rapport among younger followers.<\/p>\n

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\n Find out what is a good engagement rate on Instagram. <\/p>Learn more <\/a><\/div>\n<\/div>\n\n<\/span><\/p>\n

Featured trend #2: Special events and collections<\/h3>\n

In a similar vein, followers also seem to love seeing A-list celebs dressed to the nines for special occasions. From runway shows to awards season, hashtags related to red-carpet events were the most popular in this landscape, namely music-related events like the Grammys and Beyonce\u2019s Renaissance World Tour. These tags, along with #MetGala2023 and #GoldenGlobes, came with a particularly nice engagement rate lift across channels. Brands also found success showing off their latest and greatest collections at these events with the help of their ambassadors and guests.<\/p>\n

Looking at the most popular topics and hashtags, we see an important element of luxury branding: exclusive experiences. For fans, it\u2019s not just about the clothing item or accessory but the novelty that comes with it. Seeing big names at big events in fashion\u2019s latest brings their products to life and gives brands that desired otherness that is so attractive to consumers.<\/p>\n

\"Popular<\/p>\n

Of all the social platforms, luxury brands struggled the most on Facebook, where their average engagement rate was 0.030%. However, capitalizing on the extra eyes that tune into big events helped them win additional support.\u00a0 A great example of this comes from Dior in what ended up being one of the top Facebook posts in the landscape. The nearly 2-minute-long clip from their 2023-2024 Men\u2019s Winter Show features celebs arriving and walking the red carpet, interacting with interviewers, and snippets from the runaway show itself. This was a great way to give people at home a taste of the ambiance and hear what attendees thought of the impressive event (did someone say FOMO?). Name-dropping a few celebs in the post caption was also a good move to attract more viewers.<\/p>\n

\"Top<\/p>\n

Although Versace recently deleted almost all of their social media presence to kick off a new era with creative director Anthony Vaccarello, we still want to draw attention to their content from the 2023 Met Gala. Last year\u2019s Met was particularly special for luxury fashion brands as they paid tribute to renowned designer Karl Lagerfeld. In one of the top posts about the event, Versace went into great detail describing the thought, effort, and history behind ambassador Anne Hathaway\u2019s ensemble and how it related to the theme. Doing so created a lot of social buzz on the post to the tune of 1.84K comments.<\/p>\n

There\u2019s definitely something to be said for letting a product speak for itself, but in this case, delving into the significance of the design helped Versace create an experience for onlookers that showed it was much more than a pretty gown.<\/p>\n

\"Versace's<\/p>\n

Luxury brands have a lot in common in terms of target audiences and how they market themselves, but they are also all unique entities. Showing off different facets of their brands at big events and through their collections is one way they were able to really captivate audiences this past year on their social media accounts.<\/p>\n

Featured trend #3: Making TikTok their own<\/h3>\n

Only half of the brands in this landscape actively post to TikTok, which is interesting considering it\u2019s the platform where brands across industries have largely generated the highest engagement rates. There could be a couple of reasons for this. Luxury fashion brands might see the more laid-back and accessible nature of TikTok as inconsistent with their more polished and exclusive image. Or maybe they\u2019ve determined their target audience\u2019s presence on the app, or lack thereof, doesn\u2019t warrant the effort. However, not only are younger generations predicted to make up the large majority of luxury markets by the end of the decade, but Gen Zers, the largest age demographic of TikTok users, are buying luxury items three to five years earlier than millennials<\/a> around age 15. Given this shift in the luxury market, it will be interesting to see if more luxury brands jump on the TikTok train in 2024 to appeal to younger audiences or keep their positions.<\/p>\n

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