The latest study conducted by monitoring platform Visibrain sheds light on the most influential luxury brands at present and reveals some important trends in social media strategy within the luxury sector. The study highlights that despite the luxury industry reaching a record value in 2023, its presence on social media platforms continues to grow. Between June and November 2023, there were over 176 million luxury-related messages published on social media, representing a 35% increase from the previous year.
This surge in activity is primarily driven by luxury houses that are increasingly recognizing the importance of developing their storytelling on social media platforms. Among them, leading the pack in terms of generating interactions (likes, reactions, retweets) are Louis Vuitton, Dior, and Gucci. These three luxury brands have secured the top positions on the list of the 30 luxury houses with the most interactions during the analyzed period, with Louis Vuitton leading the way with 25 million interactions, followed by Dior with 17.9 million interactions, and Gucci with 8.6 million interactions.
Interestingly, when it comes to leveraging different social channels, Instagram emerges as the preferred platform for luxury houses. According to the report, Instagram is the number one engagement driver for the 30 luxury houses analyzed. These brands have generated an impressive 90.3 million likes on the image-focused platform, five times more than their TikTok accounts. It is noteworthy that 72% of the posts published by these luxury houses on Instagram are photos, the traditional format of the platform.
In terms of content, luxury brands utilize Instagram to communicate about their physical experiences, such as showcasing exhibition launches, opening pop-up stores, or inaugurating cafes in their brand colors. Twitter, on the other hand, is predominantly used by luxury brands for sharing news, while Facebook serves as a platform for presenting the latest press covers. TikTok is gradually gaining significance in the social media strategies of luxury players. It is the second most popular engagement lever for the 30 luxury houses analyzed, generating 17.6 million likes. The platform is particularly utilized by luxury brands to offer insights into fashion shows and provide behind-the-scenes glimpses of their brands. Short videos are the preferred format on TikTok, with 73.5% of the sequences published by these luxury houses having a duration of less than one minute, catering to the snackable content trend.
The full Visibrain study can be found [here](https://www.visibrain.com). Additionally, for more information on luxury brand social media strategies, you can refer to this [article](https://www.luxurydaily.com/top-10-luxury-brands-influence-instagram-engagement/).
