From cars and clothes to handbags and watches, luxury items appeal to many but are affordable for few. That means content marketing for luxury brands needs to be carefully crafted to appeal to the right audience.
Creating Content for Luxury Products
Content marketing is an important digital strategy. It involves using photos, videos and words to create entertaining and informative posts for social media, blogs, publications and other content platforms online. This content differs from advertisements and other elements of the marketing mix that are explicitly intended to promote a brand or product. Though content marketing is a promotional activity, it should be subtler and story- or information-focused to benefit readers and followers.
This makes entertainment platforms like Instagram and YouTube particularly effective tools for luxury content marketing. After all, luxury branding is heavily focused on image. Visual content allows luxury brands to create a sense of easy elegance while injecting elements of aspiration and fantasy for current and future customers to admire.
Focusing on the Right Image
Luxury brands that use content marketing effectively really understand who their audiences are. They create content that provides an aspirational image of the brand and its products. But different people find different things appealing. That’s why successful luxury brands understand their respective audiences.
If you aren’t quite sure exactly who you want to target with your marketing efforts, develop buyer personas to flesh out your prospective customers. A buyer persona is an imagined profile for the kind of person you want to reach. For example, say your brand sells luxury luggage and bags for men. Your buyer personas may be people like middle-aged businessmen and fashion-forward young men. You might also include women looking for gifts that’ll make their masculine partners seem more refined.
Once you know who you’re trying to reach, you can think about the different images that might be most appealing to those people. To see this strategy in action, let’s explore the social media content of a few well-known luxury brands with clear buyer personas.
This luxury carmaker is one of the world’s most exclusive automotive brands, yet it has more than 6.5 million followers on Instagram. The images on Bentley’s Instagram account can appeal to a variety of different people, including racing enthusiasts and those who aspire to a luxurious lifestyle.
Beautifully photographed images of Bentley cars on the road in front of mountains and country chateaux highlight a sense of freedom combined with exclusivity. Close-up images of the vehicles’ interiors help give the viewer a first-person sense of being in the driver’s seat themselves. The combination of these different images helps keep the brand’s feed interesting while highlighting the things that make Bentley’s cars unique and particularly beautiful.
With more than 33 million followers on Instagram, Gucci is one of social media’s more prominent luxury brands. Gucci makes use of a variety of different content types, including podcasts, videos, candid and posed photos, Instagram stories and collaborations with influencers.
The influencers Gucci chooses to work with are particularly good examples of the brand using youthful, edgy personas to feel cutting-edge and fresh. And that’s despite the fact that this fashion house has a long-established name. Influencer-focused posts feature some well-known people. They also feature models and artists who may not be famous in the mainstream but seem like the coolest kids on the party scene.
Rolex is another brand with an intelligently crafted Instagram presence, which has earned this luxury watchmaker more than 9.5 million followers. Images lavish loving attention on the beauty of Rolex watches. They often prominently feature the brand’s iconic crown logo or show crisp close-ups of details that highlight the brand’s commitment to craftsmanship.
Though Rolex’s feed does include some images of influencers, including Hollywood legend Martin Scorsese, most of the images focus solely on the watches themselves. This showcases a subtler approach to persona-focused content. The strategy provides plenty of aspirational branded images of watches that can appeal to anyone. But, Rolex also brings in influencer content that’s likely to resonate with people who are most likely to buy watches within the next year.
Creating Your Luxury Content Strategy
If your brand doesn’t yet enjoy the same name recognition as Bentley, Gucci or Rolex, you can still take cues from their content marketing approaches. Make sure that you choose the influencers you work with carefully — if you work with influencers directly at all. As with Gucci and Rolex, you should choose influencers from the segment of your audience that you’re actually trying to reach. People want to see themselves in luxury brands, and it’s highly effective to show a role model wearing or using your product.
Additionally, content quality needs to be top-notch and aspirational. If you’re offering a high-end product, you need high-end content — photography, videography and written words in particular — to go along with it. There’s nothing luxurious about cutting corners. Your approach to content can go a long way in associating your brand with the perfection that luxury shoppers are looking for.