When it comes to the heady realms of luxury, a new chorus of voices and views is shaping the ever-evolving landscape. Influencers, bloggers and self-made stars have joined editors, designers, and business leaders to create a new generation of tastemakers — and the digital world is their chief domain. At the heart of this diverse tapestry is the consumer, who now has an unprecedented level of proximity to brands and companies, forging a new sense of community in the luxury space.
Increasingly digital-savvy, most consumers now own multiple devices; every month, nearly 2.7 billion of them use Facebook, WhatsApp, Instagram or Messenger. Collectively, these form an invaluable space and the ultimate location for building relationships with all kinds of engaged communities — from fashionistas to travel lovers, millennials to high net-worth individuals, it’s a place of endless perspectives. By sharing memorable moments, fostering communities and utilizing new creative possibilities, brands and companies can capture these myriad viewpoints.
Generating interest in products, services and offers via Facebook, Instagram and Messenger can not only prompt discovery and heighten brand loyalty, but also generate traffic and drive both online and in-store sales. As shoppers can now purchase without so much as leaving the ecosystem of their favorite social platforms, the online luxury experience is increasingly becoming a necessary counterpart to bricks-and-mortar boutiques.
And the importance of mobile is impossible to overestimate; in the UK, 95 percent of Facebook’s monthly users access it from their mobile. What’s more, mobile-first video (also known as vertical video, as users view it in a vertical, portrait orientation) is associated with the highest aided recall, message recall, and purchase intent results. People now move at the ‘speed of feed’, consuming mobile content significantly faster than on their desktop equivalents, so making an impact is more important than ever.
On both Facebook and Instagram, News Feed and Stories are the ideal places to make this impact, providing endless opportunities to engage with consumers and drive action. Both spaces offer unique and incredibly valuable features that help to enhance the effectiveness of advertising. When creating a vertical video, including music, showing a product in use and showing the logo alongside a product have been shown to increase effectiveness for key metrics like understanding, relevance, brand fit and purchase intent. For Instagram Stories, additional features such as polls, question stickers, and shoppable tags also enhance engagement, establishing a more interactive environment.
For measuring success, Facebook offers its own unique tools for measuring online and in-store conversions based on people-based metrics. Brands and companies can utilize Facebook ads reporting, A/B testing, conversion lift studies, and Facebook Attribution to learn how they’re reaching their business goals.
Whatever those goals are, utilizing Facebook and Instagram is the key to connecting with luxury consumers—click here to discover more about the route to capturing Infinite Perspectives.