Dior scores the highest Stories engagement of any branded Instagram fashion account, according to a ranking Instagram released to mark the feature’s first anniversary. The brand is one of just four labels that make it into the top 15. Besides Louis Vuitton, Dolce & Gabbana, and Christian Louboutin, the rest of the list is made up of models and influencers.
How do they do it? According to L2 research, both Louis Vuitton and Dior use Instagram Stories to envelop consumers in the brand experience. During Fashion Week, the brands’ Stories go beyond the traditional runway show to include various types of behind-the-scenes content. For example, Dior’s most recent Fashion Week Story included a backstage discussion with celebrity Natalie Portman, a brand ambassador at the time, as well as a preview of items that would be displayed at the runway show with a clickable link to dior.com, where followers could watch the show in real time. Meanwhile, Louis Vuitton posted a Story from Paris (the location of its show) that featured a countdown to the runway walk, a backstage look at models having their makeup and hair done, and a showcase of branded products from accessories to clothes.
The high Stories engagement also makes sense given Dior and Louis Vuitton’s broader strength on Instagram, where they are two of the strongest brands in the LVMH portfolio in terms of engagement. With over 20 million interactions in Q1, Dior boasted one of the highest engagement rates of any brand, according to L2 research. It also captured the highest share of interactions in Q4 2016 and Q1 2017 (13% and 14%, respectively) of all LVMH Luxury Fashion brands.
As Instagram Stories continues to gain additional reach for brands on Instagram, Luxury brands are leveraging the feature to attract customer demographics that were unreachable to an extent on Snapchat. The ease of the interface and the draw for most brands prove that utilizing the key features of Instagram leads to more engaged audiences on the platform.