Instagram is a social media network on fire and a business tool to be leveraged. These are the luxury brands doing it best.
According to recent research from Digital Luxury Group (DLG), fashion brands by far outstrip any other players by luxury sector when it comes to number of followers and interactions, loosely followed by brands in the accessories, watches and automotive fields.
However, in terms of interactions only, while designer fashion brands still rule supreme, luxury car marques creep up the ranking to have three players counted as part of the top 10.
The rankings, powered by DLG’s proprietary DemandTracker™ technology, also identified the top luxury brands to date, filtered by number of followers and interactions to date (June 2015).
“ In terms of interactions only, designer fashion brands still rule supreme ”
Flexing its social media muscle, luxury powerhouse Louis Vuitton snaps up first place for most followers, with the brand boasting over five million devotees to its Instagram account – and counting.
Also over the five million mark is iconic fashion brand Chanel, which slips in at second place, followed by Christian Louboutin – the only luxury footwear brand to feature in the rankings.
The fashion sector takes full reign from there – with Dolce & Gabbana, Gucci, Dior, Prada, Burberry, and Valentino claiming their places in the rankings respectively.
Flying the flag for luxury car marques, BMW rounds out the top 10, with just over three million Instagram followers on its account.
*As of June 30, 2015.
In an interesting twist, however, when ranked by level of interaction – in terms of how many times their followers engaged with the brand on Instagram, by ‘liking’, commenting, or reposting – automotive brands came out on top.
Mercedes-Benz led the pack, clocking up more than 38 million interactions from January 2015 to June 2015.
BMW and sportscar leader Ferrari followed closely, with both brands scoring over 20 million interactions each for the same period.
Haute-couture brands Valentino and Dolce & Gabbana rounded out the top five, with luxury footwear label Louboutin just missing out at sixth place.
Luxury behemoth Louis Vuitton stakes its claim at seventh place, with just over six million interactions from its followers, despite coming in at the top spot and blitzing the rest in terms of volume of followers.
Elie Saab, Marc Jacobs, and British star Burberry complete the top 10 most-interacted-with brands, with all three hovering around the five million interactions mark.
Niggling down to the details, a closer look overall at specific posts which set the Instagram world alight, revealed the following from the top 10 most-interacted-with luxury brands:
“Tough decisions need to be made! If you had the choice, you would love to drive the … Photo shot by @rustam_n. #MercedesBenz #mbcar #mbfanphoto"
“Unlocking the future. #BMWi8 @BMWi”
“@davidlee_hingwalee had the chance to spec out his new #488 in Italy”
“The #hautecouture #springsummer15 collection is ready for private appointments.”
5. Dolce & Gabbana
“Dolce&Gabbana; carnations on Tatler editorial. #dolcegabbana #dgeditorials #dgwomen”
“Life is more fun when you go nude. #LouboutinWorld”
7. Louis Vuitton
8. Elie Saab
“@taylorswift never ceases to amaze us… In ELIE SAAB Ready-to-Wear Spring Summer 2015 #Grammys”
9. Marc Jacobs
“It was all a dream”
“Heritage #Burberry trench coats and check scarves for boys and girls”
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