A recent study done by Simply Measured, a company specializing in social media analytics, reported that 40% of Top Brands (Interbrand’s Top 100) are using Instagram. What’s more, the most active brands on the list are luxury brands. It’s not surprising that brands like BMW, Hermes and Tiffany have found an affinity for a social media vehicle that centers around sharing of pictures. As my colleague Nick Healy pointed out last week, Instagram is an ideal social showoff medium for rich kids.
But rich kids aren’t the only ones using Instagram. When Android launched the app on their phones in April, it received 5 million downloads in less than a week.
Everyone loves Instagram, and the most forward-thinking brands are capitalizing on it. One standout among the brands on Instagram is Audi. While they don’t have as many followers as an MTV or Starbucks, they have an impressive 4.5 engagements per follower. Audi is a great example of any luxury brand looking to target the affluent users of Instagram. Audi is already a visually interesting subject, but they don’t just post any pictures of the product. Each photo is captivating and professionally shot. They don’t harp on promotions, products and sales (their most popular hashtag is #awesome). And they post regularly.
Instagram also gives luxury brands an opportunity to lighten up a bit, have fun, and get creative. Right on the Instagram site is an example of an upscale brand who used the Instagram API to create a fun, engaging experience for its fans – Bergdorf Goodman. They created an interactive map that allows Manhattanites to chart their passion for shoes using Instagram photos.
In fact, Instagram offers several examples to give brands tips and ideas on how to use its services to engage customers. A great resource for any luxury brand looking to create more meaningful relationships with both its core audience and the aspirational affluent.
Have fun with it – your customers will too.