For last several years, social media has become a quintessential part of the ecommerce world. As per a report from eMarketer, when making decisions about purchasing a product, 36% of internet users believe social networks are equally important as any other source. Apart from this, 45% users state that now mobile device is their most important shopping tool.
Due to these changing trends, luxury products are equally impacted. For luxury brands to talk about their premium status, the visual nature of Facebook and Instagram makes it easier to reach the audiences most probable to buy their products. Many philosophies of selling products on social media are generally applicable. However, there are a few factors that those selling luxury products should keep in mind.
1. Make use of visually distinguishing product photography
Social media, more so Instagram and Facebook, is an integrally visual platform. To start creating a luxury look for your products, begin by picking a striking feature or trait of your subject that you want to display. It could range anything from colour, form, texture, line or a medley of these elements. After this, play with the lighting until it compels the viewer’s eye to make note of that specific feature first and foremost. This can prove fruitful with both individual posts and carousel style ads designed to display immediately. The luxury features of a product will be highlighted by a well-lit photography.
Lifestyle photos are meant to always display the product in a high-end setting. For instance, if you’re displaying a person wearing a luxury watch while driving a car, ensure he is driving a luxury vehicle.
2. Realise the power of influencers
In recent years, influencers have become a major element of social media campaigns, especially in the context of luxury brands. Associating with the appropriate influencers in your niche will prove fruitful to communicate how your products can serve as a cool status symbol. As per the Edelman Trust Barometer, 63% of consumers have faith in influencer messages more than old-style ads. This can lead to a major impact on your product sales. You need to research on probable influencer partners and their followers. You need to keep in mind that the best influencer alliances won’t just be a commanding figure in your niche but their followers should also largely be those who are concerned about buying high-end products.
3. Take customers behind the scenes
Due to their out-of-the-box stories, luxury brands stick out. It could be anything from an inheritance of generating handmade items or using environmentally-sourced materials. Such differentiating factors are usually an important part of what makes a brand luxury in the first place. By means of your social media posts, you can talk about the luxury position of your products by taking customers behind the scenes. To communicate your quality and luxury status, it’s an easy method. Also, you can’t undermine the value of video as a medium of communication.
To make sure that this curated content actually reaches your customers, you can use the stories feature on Facebook or Instagram. As per a AdWeek report, the reach of branded Instagram posts has fallen to 4.3 percent, however, the reach rate for stories has actually risen to 7 percent. To direct followers to a new post or campaign, posting a preview of a post in stories can also serve as a great way. To presenting a luxury look as your product photography, such posts need to be created with the same level of commitment.
4. Display user-generated content prudently
For your social media growth, user-generated content can prove to be a major bonus. As per many studies, user-generated content does better in terms of ad views, clickthrough rates and even creating an emotional bond between viewers and the brand. Luxury brands are meant to encourage customers to provide branded photos with contests and lucky draws. Also, they are supposed to be additionally meticulous when it comes to curating photos that will be shared on the official brand page. Many brands are proficient at highlighting common people using the brand’s products, picking user-generated photos that were captured by expert photographers. That aesthetic matches the common style of images that the brand would usually post. Such rules help introduce the products in the best possible light.
5. Household income targeting
This is to be kept in mind that luxury products come with a premium. This implies that not everyone will be able to find the money for your products. Often, luxury product advertising is aspirational. This means that people who can’t afford the products are still visible to the brand and its ads. This won’t always help you make the most of your social marketing budget. Nevertheless, according to MarketingLand report, Facebook came up with a new method of targeting users based on income last year.
This targeting metric doesn’t put emphasis on overall household income. In place of this, it aims at users based on how they draw comparison with the average income for their ZIP code. You can aim at users who fall in the top 5 percent of area earners, the top 10 percent, and so on.
By means of this income-oriented targeting, you can make sure that your ads are reaching customers who are really in a position to buy your products. This is an out-and-out must when a campaign’s target is sales, rather than building brand awareness. Nevertheless, for fledgling luxury brands just getting help of paid media, this kind of niche targeting could prove damaging to the long-term success of a campaign.