Why Chanel is the most influential luxury brand on social

The accessible and ‘always on’ nature of social media seems slightly at odds with the world of luxury fashion and beauty.

Perhaps understandably, luxury brands tend to be a little more cautious when it comes to how and what they share on social. 

However, with a large percentage of shoppers now being influenced and even making decisions based on what they see online – social is a hugely important tool for luxury brands looking to deepen consumer engagement.

Last year, Chanel was named by Insightpool as the most influential luxury brand on social media (based on overall engagement), topping the list above others like Louis Vuitton and Christian Siriano. With a total of 40.8 million followers on Twitter and Instagram alone – Chanel has generated a huge following.

But what keeps users so engaged? Here’s a few reasons behind its social winning strategy.

While CHANEL it has millions of followers across social, Chanel deliberately follows no one back (apart from its own Chanel Beauty on Instagram).

Chanel extends its control over social is with the type of content it produces – specifically content that makes it seem aspirational rather than accessible.

Super Picky with the choice of influencers - A certain lifestyle requirements.

According to reports, Chanel’s social success has sky-rocketed in a short space of time, with the brand seeing an average growth of 50% across multiple platforms in just a year. One reason looks to be its video strategy.

Just because luxury brands are embracing social media doesn’t mean they have to become mass-market. Chanel is a great example of how to retain a sense of exclusivity, as well as how to capitalise on it to make users feel important and valued.

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