Why YouTube Is a More
Important Platform Than Snapchat for Luxury Brands
In her article Why YouTube Is a
More Important Platform Than Snapchat for Luxury Brands published by Adweek
in March 2016, Lauren Johnson describes how high end brand such as Burberry,
Channel or Louis Vuitton are investing a lot of their marketing budget in
videos and posts on Snapchat. She explains that even if those “investments” are
relevant since they reach a new market niche that are the millennials, those
brands should not go all-in on this app.
Johnson emphasizes that most of these luxury brands’ marketing team have
taken longer than other “more common brands” to adapt themselves to digital.
But they still differentiate themselves with other brands by still using
digital basics such as YouTube and search marketing.
She explains that this phenomenon with a quote from Gregory Pouy, a
famous marketer in New York that works with luxury brands (TAG Heuer,
Guerlain). Pouy states that while many people or even brands think that
Snapchat is the coolest for millennials, "The coolest tool for millennials
is [actually] YouTube." He then affirms that there is no way to see luxury
brands on Facebook, Snapchat and other social networks when they do not have a
proper YouTube page; “I think YouTube is way more important because of SEO and
how people search for information."
The author is also taking into consideration the thoughts of Thomas
Serrano, founder and president of Havas Luxe, who said that most of the luxury
brands were not able to advertise on a platform such as Snapchat. Indeed, when
we know how Snapchat is working – Snapchat allows a user to make pictures
and/or videos of maximum 10 seconds–, it is pretty hard to imagine how a brand
created about 100 years ago could express its history through a video of less
than 10 seconds. Indeed, the complexity of those brands could not be summarized
so quickly; it would completely destroy the image of the brand that would seem
to be sloppy.
However, Pouy explains that Instagram and Virtual Reality are more
adapted to luxury brands. Indeed, the quality of content and a free duration is
fitting way better with their image compared to Snapchat. He continues by
saying that Virtual Reality is transporting users into new digital experiences
that seems to be real-life scenarios in a store or even at a fashion show.
Moreover, the fashion industry is led by professional photographer, which use a
lot of adjustments software that are compatible with Instagram and its filters.
Moreover, the fact that posts on Snapchat are disappearing after 24 hours could
be an issue for those brands. Lot of them are using social networks to show to
the world their future collection that will be available in stores in the next
months. Pouy pursues by highlighting the importance of Instagram that recently
overpassed “classic magazines”; “More and more catwalks are made for Instagram
because when the designer thinks about the product, they're going to think, ‘Oh,
this [will] look good on Instagram.’”
To conclude with this article, I would say that all social networks
became important for brands in nowadays society. Obviously, some are more
compatible with given brands but it seems to be important for any brand to be
present on all of its and to maintain a social network diversification in order
to reach as many people as possible.
Pierre Spinelli
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