One of the interns at work told me a funny story today. She said she’d been for an interview for a Marketing Assistant role, but when she brought up social media, both of the interviewers expressed disgust. They told her they hated it and it wasn’t worth their time. She brought up Instagram as a great way they could connect with customers, but they said that, as a ‘premium’ brand, Instagram wasn’t the right avenue for them, as it would mainly be older people with money who seek to purchase their products.
What a bunch of fools.
Instagram is the fastest growing social network of them all, taking half the time Twitter took, and 2 years less than Facebook, to reach 150 million active users. It also generates 15 times the level of luxury brand engagement as Facebook, despite it only having one-tenth of Facebook’s reach. So why wouldn’t this brand want to invest in it?
Luxury brands on Instagram also have the benefit of building brand loyalty. 57% of us check Instagram every day, so that’s an opportunity every day to sell us something, to get that luxury product into our minds, so that when we do finally have the money – that bonus we want, for example – we’ll rush out and purchase it.
What makes Instagram so good for luxury businesses is that, as it has been pointed out time and time again, people respond well to simple photos on Instagram, and this is something that luxury brands can easily capitalise on. With product led and, often, high fashion photos, they easily see a lot of engagement on Instagram.
To not capitalise on something that has been proven to be effective is the worst thing you can do, it’s like taking a product you know works well, and everyone tells you works well, and throwing it into a woodchipper. With such a backwards world view, its hard to see how businesses like that one will survive much longer.