Champagne brands tend to generate far less Instagram engagement than luxury peers like Audi and Rolex. One exception is Veuve Clicquot, whose colorful posts rack up thousands of likes and shares. The brand garners an impressive 27% of interactions with branded Champagne accounts, according to L2’s Champagne Social Media report. What’s the secret to Veuve Clicquot’s success?
The brand posts more than twice as frequently as competitors, yet what it posts is just as important. Most posts by Champagne brands are essentially product arrangements: scroll through the Moët & Chandon or Dom Perignon feed, and you’ll come away with a new appreciation for the creative whose job it was to come up with so many ways to position a Champagne bottle. In contrast, Veuve Clicquot shares more varied lifestyle content, from fashionable models to appetizing spreads. This strategy seems to have paid off as the brand boasts 326,000 followers, nearly four times as many as the average Champagne account.
Veuve Clicquot also leans heavily into video. A third of the brand’s Instagram posts are videos, according to L2’s study, compared to just 13% of posts by competitors. As Facebook and Instagram shift towards prioritizing video content with an eye to maximizing advertising dollars, the study suggests that this may be a savvy choice.
But the largest factor in Veuve Clicquot’s Instagram success may simply be how much the brand spends on the platform. Since Instagram shifted to an algorithmic feed, following in the footsteps of parent company Facebook, brands have struggled to generate organic reach. As the platform becomes pay-to-play, Veuve Clicquot’s success serves not only as a reminder to post engaging content, but to back up that content with strategic investments.