Influencer marketing has quickly become an essential element of luxury brand digital strategies. Consumers generally distrust traditional advertisements but place great trust in influencers for genuine, impartial reviews and recommendations.
Luxury brands can use influencer marketing to drive online engagement, increase brand recognition and engage loyal consumers as well as reach new generations of customers. However, it’s essential that the content produced remains true to brand.
Selecting the Right Influencers
Selecting appropriate influencers for digital influencer marketing of luxury brands is essential when implementing influencer strategies online. Influencers must reflect your brand’s ethos, values and aesthetic while producing content which fits within your overall campaign’s strategy and fits social sharing platforms like social media.
Medium-tier (with between 10K-100K followers) influencers tend to be ideal for luxury brands, due to their higher engagement rates and ability to reach large but niche audiences. Furthermore, mid-tier influencers are likely more familiar with their brands they work with and may make better partners overall.
Approaching influencers requires being respectful and friendly, providing them with a brief outline of your project as well as why they would make an ideal addition. Email may suffice, though direct messaging on social media provides for an intimate exchange that helps better understand their goals for collaborating together.
Understanding how an agreement will operate, including any termination or renewal clauses, will ensure both parties are covered should an issue arise.
Once you have identified influencers, it’s time to create an engaging campaign. There are various approaches you can take, but be sure to keep the campaign true to your brand identity and consider how any content produced can be reused within other marketing efforts for maximum impact.
Influencer marketing can be an ideal way for luxury brands to firmly establish themselves among target audiences. Influencers help remain relevant among a younger generation that values experiences over products. Reach out to our team of experts now for more information on digital influencer marketing for premium or luxury brands – we look forward to meeting with you!
Creating a Unique Campaign
Luxury brands may be reluctant to venture into influencer marketing, particularly social media, due to fear that their exclusivity or brand image will get lost among other non-luxury content. Luckily, an impactful influencer campaign provides the chance for luxury brands to communicate their messages in an authentic and engaging manner.
Collaborations between influencers and luxury brands require crafting unique campaigns that reflect both their voice and aesthetic, thus safeguarding their reputation while producing content which aligns with overall campaign goals.
Finding an influencer who fits well with both the brand and target audience of a campaign is usually key for successful results. For example, a fashion blogger with over 300k followers might make an excellent ambassador for high-end clothing brand looking to promote its latest collections; such an influencer could present these products in an authentic and natural manner for their followers.
Luxury brands may find success collaborating with mid-tier influencers who speak directly to the target demographic they wish to target; such a collaboration can generate engagement while still remaining within budget constraints.
As with any influencer marketing campaign, it’s crucial to monitor performance metrics to gauge how the partnership is progressing and assess its effect on your business. Common KPIs for luxury brands to track include audience growth, brand awareness, engagement levels, web traffic growth and content shares – although these measures might fall short in capturing more subjective goals such as creating exclusivity or aspiration.
Luxury brands must recognize the limitations of standard metrics when tracking influencer performance, and look beyond them for alternative means of doing so. An influencer hub provides more in-depth analytics and insights into how influencers are performing – providing you with a more holistic picture of your program’s progress, and helping make informed decisions moving forward.
Creating Collaborations
Luxury marketers seeking to maintain the image of high-end luxury brands must partner with influencers that align with their aesthetic. When selecting influencers for this purpose, select those with experience working with other luxury brands or those whose audiences overlap with those of the brand in question – this ensures that any content created by an influencer will remain true to brand and reach the appropriate audiences.
Ideal influencers for luxury marketing campaigns include those with an original take on fashion and lifestyle who can produce authentic yet provocative content that speaks directly to their audiences. Such influencers tend to have highly engaged followers who appreciate what they create; as a result, their content helps boost brand recognition while reaching new consumers.
Not only should luxury brands partner with influencers who can produce captivating content, they should also select influencers willing to work within their budgets. Although some luxury brands may fear working with influencers as it might cheapen their products, influencers offer the potential of reaching an enormously wider audience than traditional advertising methods can.
Luxury brands should also take note that consumers today are far more concerned about social and environmental issues than previous generations were; as a result, they may prefer purchasing from brands which demonstrate environmental responsibility, support women entrepreneurs or are transparent about their values.
luxury brands must rethink their strategies and embrace modern influencer marketing, but at the same time keep offering customers what they have come to expect in terms of high-end quality. After all, that is what sets them apart! Many successful influencer marketing campaigns in luxury have involved products easily purchased at retail prices; iconic Chanel tweed suits worn by Jackie Kennedy, Princess Diana and Bridgette Bardot are still widely available today and several other affordable items.
Tracking Benchmarks
Influencer marketing can be an extremely effective tactic for luxury brands, yet measuring its return can be difficult. Standard social media metrics like followers, engagement on Instagram or YouTube, click-through rates and web traffic generated can provide useful data, but often miss key objectives essential for luxury brands – like building exclusivity, producing edgy content or inciting aspiration.
Luxury brands should partner with digital influencers who can craft authentic, engaging content to reflect the brand. When selecting influencers, luxury marketers must carefully investigate them based on past collaborations, type and quality of content as well as engagement levels with audience – as well as ensure an organic affinity between influencer and brand being promoted.
To do this, it is wise to take an overall view of an influencer’s style and tone of voice as a whole. Do their posts fit with their feed’s overall aesthetic or are they unrealistic or aspirational? Additionally, consider their other platforms and content such as YouTube (where how-to videos or virtual tours of products often drive impressive conversion rates).
Consider how an influencer’s content will fit into the wider marketing strategy for your luxury brand. Do they feature in high-profile publications, for instance? This can help strengthen the partnership while spreading the word about a new campaign.
Influencer marketing can be an invaluable asset to luxury fashion, apparel and beauty brands. By forming partnerships with influential individuals who provide authentic content while making smart strategic decisions, they can remain at the top of their game against competition. However, working with an agency who knows how to navigate this complex world of luxury digital influencer marketing such as mOOnshot digital is crucial in order to be effective – we’re here to help!