Instagram? The new realm of luxury!
Instagram? Not just beautiful photos, fun and stories: for young people it represents a joyful and amusing way to divulge their own interests, from sport to work. And the luxury world is at the centre of this treasure chest of desires.
In fact, one of the markets that never dies reigns on Instagram and it is on this platform that the famous brands find a way to reach new reference targets. A target which is, for that matter, highly active and dynamic: the platform has recently released a report, "Long live luxury", which perfectly outlines the consumer type.
An average age of 35 years and a lover of technology, so much so that, on average, he/she owns more electronic devices than the average Instagrammer, using them for more time compared to any other group. The luxury consumer tends to be above average in just about everything, even on the social networks. In fact, he/she has about twice as many followers as the average user and, it seems, follows more than double the number of profiles. Furthermore, he/she searches content 5 times more and publishes at least twice as many posts and stories.
Instagram is a platform dedicated to image and therefore is perfect for transmitting and enjoying lifestyles and trend models.
As if that weren't enough, the social network Shopping function also became active in Italy a few days ago. This tool had already been introduced in the States last year, allowing companies to insert special tags in their posts through which purchases can be made directly. The small bag-shaped icon that distinguishes "shopping" photos is clicked on for further information and details, with a direct link to the brand's e-commerce.
Considering that shopping from the mobile phone is becoming more and more popular, with 39% of people in the last 3 months having bought fashion items by smartphone or tablet, that 80% of Instagrammers follow at least one company and that one third of the most popular Stories on Instagram are about brands, companies, especially luxury ones, have only to celebrate.
