Social media has never been more present in our daily lives and brands know that better than anyone else. When scrolling through Instagram, TikTok or any other platform, many of the posts that come by are in some way brand-related. Individuals post about their favourite clothing find, influencers make sponsored content and brands themselves try their very best to make their products as attractive as possible, trying to determine us to stop scrolling and start buying.
According to data published by Visibrain, a French company specialising in social media surveillance, no less than 176 million messages were posted in relation to the luxury sector in 2023. Compared to 2022, that’s an increase of 35%, which may come as a surprise given the current economic situation. Going back even further, in 2018, 53 million messages regarding the luxury sector were posted. All in all, the sector’s social media presence is growing steadily and seems to be more established than ever.
However, not all brands are created equally and that certainly goes for luxury brands on social media. When looking at the number of likes and shares on multiple social media platforms (Instagram, TikTok, Facebook and YouTube), Visibrain discovered that two brands in particular scored very well in 2023: Louis Vuitton and Dior. The first one stands out from the crowd with 25 million interactions, while the second one still succeeded in amassing 17.9 million interactions. Far behind the top two, Gucci gained 8.6 million interactions, Tiffany & Co 7.6 million, Cartier 4.7 million, Chanel 4.5 million and Prada 4.4 million.
Still, according to Visibrain, luxury brands are actually adapting the way they advertise and the way they identify themselves to their success on social media. The social media surveillance firms points to the K-pop culture in particular, a segment much bigger even than the luxury sector with 1 billion posts in 2023. As an example, Cartier collaborated with K-pop star Kim Tae-hyung and Jimin became a Tiffany & Co ambassador.
Even though TikTok has gained a lot of success over the last few years, it seems like luxury brands are still mainly sticking to Instagram at the moment. Moreover, luxury brands opt for traditional pictures instead of the more popular video format in 72% of the cases, which might also explain their preference for Instagram instead of TikTok.