Luxury brands are built on quality, exclusivity, and unique brand identity. To build brand awareness, attract online shoppers, engage loyal buyers, and reach new generations of customers, influencer marketing is becoming a must.
Luxury brands have long depended on creators acting as personal shoppers across social media, to authentically share new styles, designs and products. Now, as most consumers shop online, luxury brands are elevating their strategy, relying on influencers even more.
Influencer marketing – when based on data – drives brand awareness and sales, while maintaining brand identity.
What is luxury influencer marketing?
Luxury influencer marketing: high-end brands work with influencers to promote their luxury goods in an authentic way that drives engagement, increases relevance, maintains exclusivity, and establishes brand personality.
Today’s luxury consumer is concerned with quality, social and environmental issues. They make purchases based on values, actions, transparency, inclusivity, product quality, sustainability, and other ethical aspects of society. Luxury brands often collaborate with influencers to add another dimension to the brand that goes beyond unique design and exceptional quality.
Influencer marketing also opens the door to new aspiring luxury consumers for luxury brands and retailers alike. Content marketing allows a brand’s unique story to be told with detail in an authentic way.
Benefits of influencer marketing for luxury brands
All luxury brands can benefit from working with influencers. Luxury lifestyle influencers, when they align with your brand aesthetic and understand your voice, can inspire their followers to dream and buy big.
Casting luxury influencers for brand identity, voice, and aesthetic
Work with mid-tier and micro-influencers
Luxury brands often seek high profile celebrities with 100,000 to 1 million followers who live extravagant lifestyles. However, in a national study we found most influential shoppers prefer influencers over celebrities.
Ultimately, when it comes to casting the right influencers, engagement and content quality are just as critical as reach. Mid-tier and micro-influencers (10,000 to 100,000 followers) have the highest levels of engagement.
These smaller-scale digital influencers have a loyal following and can speak to the subset of consumers your luxury brand is aiming for. As skilled content creators, designers, and even artists themselves, these influencers take the time to create quality content that truly represents the quality of your product.
Prioritize brand alignment with luxury lifestyle influencers
To successfully cast influencers for your luxury brand, assess the influencer’s personal aesthetic, brand, promoted products, and past brand collaborations.
Use influencer data for luxury marketing strategy
Influencer data should inform your influencer collaborations. With historical performance data, you can answer the following questions:
- Who have they partnered with in the past?
- How do they perform in your niche?
- Are they driving sales? Brand awareness?
- Which social platforms are they the most successful on?
- Which products perform best for their audience?
- Which content performs the best?
Goals vary for each brand. Using the right influencer marketing hub helps you determine which unique qualities and price points will benefit each campaign, find the right creators to cast and their average order value, and then test those different types of influencers and content channels. From there, the data tells us how to grow your program going forward.
Instagram: reaching luxury global consumers
Instagram is a top social media platform for influencers. Highly visual and scrollable, it has nearly 130 million users tapping on shoppable posts each month. This gives influencers the chance to leverage aesthetic content to drive their followers to purchase– often directly from their post or bio.
The aspirational nature of Instagram makes it an effective platform for luxury influencers and upscale brands. A study by Instagram found that over 58 percent of luxury global consumers use Instagram to track lifestyle trends, and 56 percent use Instagram to see brands’ newest collections. What’s more, luxury global consumers engage 3X more content than the average global Instagrammer.
This social platform connects luxury brands with younger luxury consumers, as Millennials and Gen Z make up about 60 percent of Instagram’s audience, which is close to the average age of the luxury global consumer (35 years old).
LTK Shop: top creator platform leading luxury shoppers from inspiration to purchase
LTK is the single largest creator platform, with 8 million+ shoppers. The LTK Shop platform connects brands, creators, and shoppers with the LTK shopping app for instantly shoppable content across social. The platform extends the longevity of content, allowing consumers to search and shop at their leisure.
The collective LTK Creator community is full of vetted creators who generate mobile-first, shoppable content that reaches an audience of high-intent luxury shoppers.
Luxury shopping is unique, as consumers rarely see something they want and immediately hit “purchase” or “swipe up.” These luxury products require thought and research. Having an influencer’s stamp of approval on a luxury product – and seeing their repeated use of that product – helps the consumer feel confident when they’re at the point of purchase.
For example, a shopper may be looking for a luxury tote bag and unsure sure where to start. They could reference influencers known for posting luxury items to help them make a choice. From their profiles, a shopper could go straight to the influencer’s LTK shop, search “tote” and find what they’re looking for, easily. By this point, they’ve already been courting these influencers long enough to trust their recommendations.
Built by creators, LTK has a multi-layered mission: to be a destination for consumers to discover and shop, and to help you reach the niche audiences for your luxury brand, maintain relevance, and increase brand awareness and ROI. In fact, last year, LTK Creators generated $3 billion in retail sales through the LTK platform, and by introducing influencer marketing as a core part of its marketing approach, LTK nearly doubled Missguided’s sales in 2020, with a 92 percent year-on-year revenue growth.
LTK Most Loved Product Awards
As the global leader in Creator Commerce™, we used our proprietary benchmarking technology to evaluate billions of Creator-linked products and compile our annual list of top performers. Check out the 2021 award winners to see what products—from fashion to fitness and family—everyone is crazy about now.
Tips for creating a successful luxury influencer marketing strategy
1—Offer clear expectations
Be clear in your influencer proposal template about your brand expectations, starting your campaign with a clear contract and specific deliverables. Once you’re all aligned with clear objectives, you can move forward with confidence.
2—Be collaborative, not prescriptive
Offer your luxury influencers aesthetic and content inspiration, but let them have creative freedom. Collaborative content must be authentic and align with the influencer’s look and feel. If you’re experiencing a lot of friction here, it may be that you’re working with the wrong influencer.
3—Use influencer benchmarking
LTK has 10+ years of data to benchmark and guid influencer strategy. Tracking benchmarks help you strategically improve areas of influence and brand’s positioning.
4—Utilize content-first creator campaigns and influencer boosting
Content-first creator campaigns and influencer outperform traditional ad creative. Retailers are seeing double-digit engagement increases in offer and awareness messaging using creators’ content. This is driving a significant increase in demand for creator content, both in brand advertising and creators’ placements, where they sometimes double or triple ad reach. Learn more about these trends here.
When managing your influencer marketing campaign, return on ad spend and results don’t always happen instantly. Lifestyle influencers help you build your reputation and influence via evergreen data-driven strategies.
Scale campaigns with influencer marketing management
Most luxury brands have a comprehensive budget but not the in-house capacity to:
- Determine goals and budget
- Conduct influencer research and casting
- Determine target deliverables
- Write and facilitate contracts
- Negotiate influencer rates
- Ensure contract fulfillment
- Monitor budget and prove ROI
Influencer marketing management enables you to develop and maintain partnerships with the right influencers through a layered, full-funnel approach. This helps you:
- Scale your influencer marketing program with diverse influencers
- Test new channels, verticals, and audiences
- Create multi-channel campaign strategies
As an influencer marketing platform designed for creator management, LTK helps you do it all, so you have the influencer intelligence to run effective influencer marketing campaigns without completely outsourcing to an agency.
Use your test campaign as an opportunity to discover best-match lifestyle influencers who convert. As you think longer-term strategy down the road, our influencer marketing platform will help you secure those influencers as your ambassadors.