While some brands bid farewell to social networks, the luxury sector is basking in unprecedented success, setting a new record for interactions on popular platforms like Instagram, TikTok, and YouTube. A recent study reveals a remarkable surge, with an astounding 176 million messages posted in 2023, marking a substantial 35% increase from the previous year.
Despite the departure of some brands for reasons related to image or customer well-being, the luxury industry has firmly established its digital presence across various social platforms. Visibrain’s data indicates that social media users generated 176 million messages discussing the luxury goods sector in 2023, compared to 130 million the year before.
This record underscores the immense popularity of major luxury brands on platforms with hundreds of millions of users. To put it in perspective, the luxury industry garnered 102 million interactions in 2021, 68 million in 2020, 60 million in 2019, and just 53 million in 2018. These escalating figures underscore the growing enthusiasm for the luxury sector year after year.
Influential Leaders: Louis Vuitton and Dior Lead the Pack
Visibrain’s research focused on shares and likes related to the luxury sector on Instagram, TikTok, and YouTube, along with reactions on Facebook, spanning from June to November 2023. Within this thriving landscape, certain luxury brands emerged as standout influencers. Louis Vuitton took the lead, claiming the title of the most influential luxury brand of the year, amassing a remarkable 25 million interactions. Dior closely followed with 17.9 million interactions, trailed by Gucci (8.6 million), Tiffany & Co (7.6 million), Cartier (4.7 million), Chanel (4.5 million), and Prada (4.4 million).
The data suggests a strong correlation between luxury brands and K-pop stars, as the musical genre generated an astounding one billion posts on social media platforms in 2023. Consequently, leading fashion and jewelry brands like Dior and Cartier have strategically enlisted these highly popular singers as ambassadors. For instance, Cartier’s collaboration with Kim Tae-hyung garnered over 3.1 million likes on the brand’s Reel, highlighting the influential power of these partnerships in the digital realm.