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Chanel: Mastering Social Media as the Premier Luxury Brand
The fast-paced world of social media seems contradictory to the luxury fashion and beauty sector, which is traditionally associated with exclusivity and sophistication. However, given that a large portion of today's consumers are influenced by online content in making purchasing decisions, it becomes imperative for luxury brands like Chanel to leverage social platfor deepen consumer engagement.
In 2021, Insightpool recognized Chanel as the most influential luxury brand on both Twitter and Instagram with an impressive total follower count of 40.8 million. Its success demonstrates how this iconic brand has transformed its traditional stance to a digital front-runner in the industry.
What factors contribute to Chanel's dominance on social media?
Exclusive Online Presence
Chanel, famously known for mntning exclusivity in product offerings, has cautiously embraced ecommerce platforms by selling select items like eyewear and beauty products online. However, the brand remns less cautious when it comes to establishing a strong digital footprint across various channels.
The deliberate choice not to engage with users on social mediaexcept for its own 'Chanel Beauty' account on Instagramfurther emphasizes Chanel's commitment to exclusivity. This strategy has its disadvantages; brands that prioritize customer interaction t to receive positive feedback from consumers. Moreover, it eases the burden of managing customer service through digital channels.
Aspirational Content Over Mass-market Promotion
Contrary to other brands that highlight products in everyday contexts, Chanel prioritizes editorial and artistic content that an aspirational image. While some critics argue that this approach might compromise exclusivity by involving social media influencers, Chanel's strategic decision has proven successful so far.
For instance, the campgn promoting its No. 5 L'Eau perfume saw a significant boost from influencer-led content, amassing over one million likes in just one month, as reported by Econsultancy’s New Face of Luxury report. The success can be attributed to Chanel's selection of influencers who embody aspirational lifestyles and the extravagant nature of the campgn itself.
Rapid Growth via Video Content
YouTube has emerged as a significant platform for Chanel with its consistent content uploads that cater both to narrative-driven videos and behind-the-scenes insights into its rich history and vision. Notably, one notable video titled ‘The One That I Want’ featuring Gisele Bundchen has accumulated over 18 million views.
In addition to celebrity-driven campgns, Chanel's 'Inside Chanel' series offers viewers a unique peek into the brand's craftsmanship and culture. These videos are then optimized for different platforms. For instance, short clips from long-form ads might be shared on Instagram to generate intrigue, while the full-length ads could be posted on YouTube or Facebook.
Balancing Exclusivity with Inclusivity
Striking a balance between exclusivity and inclusivity is crucial for luxury brands ming to connect with their audience online. Chanel employs this strategy by engaging its followers in secret invitations or private events through social media hashtags like #ChanelTower, which was used during its AutumnWinter 201718 runway show.
The use of the hashtag helped Chanel to collect user- content and increase exposure on Instagram when showcasing a scale replica of the Eiffel Tower forto walk around. This tactic resulted in a surge in likes and comments on the day of the event, highlighting the brand's ability to foster engagement among its followers while mntning its premium image.
Key Lessons from Chanel’s Success
Mntn Exclusivity with Care: Luxury brands can embrace digital platforms without losing their essence of exclusivity. By carefully curating content and managing online presence, Chanel has successfully retned its unique identity while attracting a global audience.
Select Influencers Wisely: Partnering with influencers who align with your brand’s style and values ensures that the collaboration elevates your brand's image rather than diluting it. Chanel’s strategy of selecting trusted influencers helps mntn the authenticity and integrity of its campgns.
Leverage Video Content for Maximum Engagement: Videos are a powerful medium to connect with consumers on social platforms, driving interest across various channels. By producing high-quality video content that caters to different user preferences, Chanel has become a prime example of effective digital marketing within the luxury sector.
In , Chanel’s success in harnessing social media as an influential platform for luxury brands demonstrates the importance of strategic digital engagement while preserving the brand's unique identity and value proposition. By learning from Chanel’s approach, other luxury companies can effectively navigate the digital space to mntn exclusivity and enhance consumer interaction online.
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Chanel Luxury Brand Social Media Mastery Exclusive Online Presence Strategy Aspirational Content for Premium Brands Rapid Growth via Video Marketing Balancing Exclusivity and Inclusivity Tactics Influencer Selection in High End Campaigns