This week, Luxury Society marked a social media milestone when it reached 80K Twitter followers. To celebrate, we joined forces with Digital Luxury Group to investigate which luxury watch and jewellery brands are leveraging this channel best for their business.
Despite the popularity and influence of Instagram as a prime medium for luxury brands to increase reach and boost brand awareness, it’s undeniable that Twitter has also become an indispensable digital tool for businesses wanting to connect.
While Instagram inspires and Facebook informs, Twitter allows luxury brands to do a bit of both, encouraging the customer to come closer and learn more – as long as their feeds are interesting, of course.
“ Luxury Society has joined forces with Digital Luxury Group to rank luxury brands doing it right ”
Point blank, it is one one of the most popular social networks in the world and a way for luxury brands to convey their message in an interactive format which – like Instagram – limits the amount of content you can post in one go to keep it snappy and stimulating.
That said, not all brands are taking advantage of this channel in the most worthwhile way, but – rather than focus on the negative – Luxury Society has joined forces with full service digital agency Digital Luxury Group to identify and rank those luxury watch and jewellery brands doing it right.
Top of the list in terms of fanfare for jewellery brands specifically, is all-American star Tiffany & Co., with an impressive following of 1,430,648 – so efficient is the brand at picking up followers that the gap between it and its next two competitors, Bulgari and Cartier, is immense.
Both Bulgari and Cartier hover around the hundred thousand mark – with 535,615 and 318,660 followers respectively.
Yet, interestingly, while the 10th listed brand – Blue Nile – rounds out the list with the lowest number of followers at 14,628, it beats other brands on the list when it comes to engagement, boasting a 0.09%, compared to the average of 0.06%.
The runner-up on engagement is Chopard, with 0.08%, followed by Harry Winston and De Beers – both with a 0.07% rate of interaction from their Twitter fans.
Watch brands, by comparison, show a lower engagement rate overall, with a 0.06% average, with Chopard and IWC showing the best level of interaction with followers, clocking a 0.08% rate of engagement each.
Bulgari and Cartier take the lead in the watch segment, however, in terms of fan base, with the brands taking the lead over Hublot, with 294,607 followers in third position, and TAG Heuer in fourth place with 238,587.
Commenting on the evolution of Twitter as a digital tool and why certain luxury brands perform better than others on this channel, Digital Luxury Group Marketing & Communications Manager Genna Meredith says that encouraging interaction and utilising appropriate influencers to boost impact is key.
“Twitter, although suffering from somewhat of an identity crisis, is a great medium for luxury brands to share relevant and timely news, particularly during key events and when fans want, or need, real-time bursts of information. Chanel is an excellent example of this, ensuring they Tweet before, during and after key events, as they did with 2015’s Mademoiselle Privé exhibition, and posting highly shareable and video and photo content as they are doing during this year’s Paris Fashion Week,” she says.
“ Louis Vuitton and TAG Heuer do a great job of tagging key ambassadors and influencers in their posts ”
“Twitter is also a great way of leveraging ambassadors and partnerships to reach a wider audience – Louis Vuitton and TAG Heuer do a great job of tagging key ambassadors and influencers in their posts. The impact that one Tweet from a key influencer can have in terms of extending your reach is still impressive.
“Furthermore, many luxury hotel brands have seen a high level of success using Twitter for customer service. Hyatt Regency, for example, has its own successful concierge service account, while Four Seasons has over 50 localised accounts for creating a more personalised guest and cultural experience.”
Pointing to the suite of emerging products offered by Twitter for retailers, Meredith adds that these present another opportunity for luxury brands to leverage the medium to maximum effect.
“ Now with the option of embedding videos, Twitter has great potential as part of a brand’s digital communications plan ”
“Now with the option of embedding videos, from an advertising reach point of view, Twitter has great potential as part of a brand’s digital communications plan,” she says.
Indeed, as Digiday reporter Shareen Pathak also recently attested, “Twitter does have a lot of products for retailers”.
There are promoted tweets that can run during pre-purchase advertising sales or discounts; customer service plans for retailers to answer product questions; mobile app promotion cards that can encourage downloads. Periscope lets retailers do unboxing or unveiling for new products or store tours; while Twitter ads help with new customer acquisition.
Targeting on Twitter is also deemed as better than many other social media platforms, such as Pinterest, so there’s room to make this medium work for luxury brands – all they have to do is bite the bullet and invest.
To further investigate social media and digital brand innovation on Luxury Society, we invite you to explore the related materials as follows: