In a recent ranking conducted by digital marketing firm Emplifi, the brands with the highest rate of interactions on Instagram through their content published in Reels format have been identified. Three luxury brands, namely Lamborghini, Alexander McQueen, and Jacquemus, stood out among the top ten brands.
Launched in 2020 as a competitor to TikTok, the Reels feature has become increasingly popular among brands and fashion houses, who have integrated this video format into their content strategies. Emplifi’s research highlighted the impressive interactions generated by Reels from various entities, including beauty and lifestyle brand Pleasing, streaming giant Netflix, and Tesla.
Luxury brands have also made their mark within this ranking. Lamborghini secured the fifth position, accumulating approximately 143,471 interactions during the observation period. As the leader in the median number of likes on Instagram last year, the Italian car manufacturer now regularly utilizes the Reels format to share short driving sequences. Recently, Lamborghini announced its parallel launch on the social network Discord, where it plans to adapt its visually striking brand content to create conversation-driven interactions.
Another noteworthy presence in the ranking is fashion house Alexander McQueen. The brand ranked well with 87,182 interactions, largely due to its frequent use of Reels, which account for approximately half of their total posts. Through these Reels, Alexander McQueen showcases its latest silhouettes, captivating its audience.
Finally, occupying the last place in this Top 10 is the official account of Jacquemus, the French leader in the median number of interactions on Instagram in 2021. The designer, who launched a second account on the image-sharing social network this year, has successfully translated his brand’s universe into mini-videos featured in Reels. These videos include excerpts from fashion shows, campaigns, and inspirations. Jacquemus is not afraid to communicate in the first person, embodying the brand’s profile. On its official account, which boasts almost 5 million followers, the Reels teasing the brand’s fashion show in Hawaii last March garnered 9.3 million views and over 373,000 likes.
It is evident that Reels have become a powerful tool for luxury brands to engage with their audience and showcase their latest creations. By utilizing this video format, these brands have found a way to captivate attention and foster meaningful interactions on one of the most popular social media platforms. As the competition for consumer attention intensifies, it will be intriguing to witness how other luxury brands embrace this format and elevate their presence on Instagram.
Useful links:
– Instagram Reels
– Emplifi
