Looking at the various social networks that luxury goods companies and their consumers use nowadays on a daily basis, Instagram seems to be preferred for communicating about the brands' values and heritage. This is what has emerged from a recent research by FiloBlu, specializing in omnichannel retailing, and its international partner, Quintly, which set up a web-based social analytics tool.
The study, which covered the period from October 2015 through January 2016, took into account 15 brands: Berluti, Bottega Veneta, Christian Louboutin, Gianvito Rossi, Giuseppe Zanotti, Hermès, Hogan, Jimmy Choo, Prada, Renè Caovilla, Roger Vivier, Salvatore Ferragamo, Sergio Rossi, Stuart Weitzman, and Tod's.
The number of interactions, including likes and comments, for the above brands on Instagram reached 22 million, representing a 20 percent increase from the October 2014 to January 2015 period. During the same period, “only” 2.5 million interactions developed on the Facebook pages of these brands. The difference between the two social networks is possibly related to the brands' focus on images vs. posts, as Instagram is specifically a photo and video-sharing tool.
Prada, Louboutin and Jimmy Choo reached the highest numbers of followers on Instagram, said the report, but other brands with fewer followers, such as Berluti, Stuart Weitzman or Renè Caovilla, managed to attract a large number of interactions with their public. On Facebook, Prada, Louboutin and Jimmy Choo were the champions again, according to the report, while Sergio Rossi, Giuseppe Zanotti and Gianvito Rossi were especially successful at interacting with their consumers.