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Social Engagement On The Rise For Luxury Brands

A new report on the social media presence of luxury brands shows that consumer activity has jumped up since last year.

This week, social media analytics firm Shareablee released the “Top 25 Social Global Luxury Brands,” a notable takeaway from which is that, in the first half of 2015, social engagement with that branch of retail overall has risen 5.4 percent since the same period last year. The total number of social actions — referring to likes, comments, shares, retweets and favorites — on luxury brand platforms worldwide was 670.4 million, comprised of 7.7 million on Twitter, 126.7 million on Facebook and 536 million on Instagram.

In the United States, engagement via those three platforms grew 94 percent in the past year, with actions just on Instagram rising 169 percent (Twitter was behind it at 40 percent), according to the report (via Luxury Daily).

A key contributor to luxury brands’ overall boost in the social space was consumer engagement with video content, a stat that increased by 224 percent between H1 2014 and H1 2015.

As for the 25 brands themselves, Mercedes-Benz topped the list with 77.3 million total actions across all three aforementioned platforms in the first half of this year, with BMW (60 million), Valentino (29.8 million), Michael Kors (29.3 million) and Victoria Beckham (24.7 million) rounding out the top five.

With regards to specific luxury categories, the Shareablee report showed fashion as the most engaged-with globally with 382.7 million interactions, followed by automotive (231.7 million), jewelry & watches (30.8 million), hotels (17 million) and alcoholic beverages (8.4 million).

“Ultimately, having success on the social platforms comes down to the quantity and quality of your content,” Tracy David, chief marketing officer of Shareablee, commented on the report, according to Luxury Daily. “It’s important for brands to remember that social is really a place for people to connect with friends and family, so their content needs to add value to that experience, not detract from it.”

“We’re seeing that across the board. Brands are getting savvier about posting quality content that resonates with their consumers across social platforms.”

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