Burberry gave fans a peak into behind-the-scenes of its upcoming campaign shot by Mario Testino. Even though several brands – Michael Kors, Valentino, Rebecca Minkoff – have used Snapchat to debut runway shows, Burberry’s preview of a yet-to-launch campaign is an innovative use. Burberry has been a trailblazer on new social media platforms. It was one of the first to join Facebook and invest in building a community on the site, allowing it to celebrate surpassing 10 million fans (higher than any other luxury brand) in January 2012. Burberry is one of the first to experiment with live streaming on Periscope (Marc Jacobs, Rebecca Minkoff, and DKNY), as well as a first-mover in linking commerce to social media. It was the first luxury brand to use the Twitter buy button, and its runway live stream videos have been shoppable since 2010.
As described in L2’s Social Platforms briefing, presence on emerging platforms is a must for brands looking to grow their social following organically. In fact, new platforms are quickly becoming the only option for unpaid access to consumers. Facebook has made clear it is a pay-to-play platform, telling brands to assume their organic reach is virtually zero. In online video, the viral hit is proving to be a myth. L2’s study on Social Platforms finds that most brands with significant reach on YouTube derive a large portion of their views from paid ads.
Brands that maintain a successful organic social media strategy – for example, Christian Louboutin – have focused on newer platforms such as Instagram. Christian Louboutin obtains 85% of its total social interactions organically from Instagram, where it has succeeded in building one of the largest platforms among fashion brands. (@LouboutinWorld has 5.6 million followers.) Such a low budget strategy would not have yielded the same results on Facebook or YouTube. Promoted posts are still a relatively new phenomenon on Instagram, leaving room for brands to increase following and post engagements organically. Brands should invest in their Instagram presence before the platform goes the way of more established players.