Luxury brand advertising can be challenging, particularly if you want to stand out from lower-level brands seeking your audience’s attention. Social media, for instance, has rapidly ascended to the top of the food chain for advertisers looking to effectively reach their digital audience. But should you really promote your luxury product or brand in the same environment that department stores vie for clicks and conversions?
As it relates to Facebook, the answer is a definite yes. The world’s largest social media network allows you to not just effectively highlight your brand, but target narrowly enough to reach only audiences interested in your exclusive brand. Finally, luxury brand advertising on Facebook can benefit from the significant influencer marketing opportunities on the network.
Facebook’s Efforts to Attract Luxury Brands
On the surface, Facebook seems to have an exclusivity problem. How can your luxury brand stand out, and reach the right audience in an environment that has more than 2 billion users every day? To answer that question, the network has made significant efforts designed specifically to help top brands succeed.
The key to success, as indicated at Facebook’s inaugural luxury forum earlier this year, is a tactic of digital support. Most customers for luxury brands continue to expect and rely on a personal experience for the final conversion. Facebook cannot replace that experience; it can, however, enhance it.
Virtual reality experiences, for instance, can transport customers to in-person events and showrooms across the world. At the forum, creative strategist Spencer Mandell highlighted this example in particular when showcasing the test drive of a new Bentley, entirely through the lens of VR.
Most customers in this price segment won’t use a Facebook ad as their motivating factor to buy your product, but that doesn’t mean they don’t use the network. In fact, 80 percent of luxury shoppers use social media on a daily basis, and 58 percent of them acknowledge that digital exposure influences their buying decisions.