London – Digital advertising and social media platforms are on top of the
communications list for luxury brands, but it is YouTube, not Snapchat,
which is garnering the greatest video audience.
Firstly, YouTube succeeds in importance because of SEO and how people
search for information. Snapchat videos are only a few seconds long, and
often the stories luxury brands are looking to tell are longer. Luxury
brands are complex and teaser videos may not always get the message across.
Despite luxury brands like Burberry, Chanel and Louis Vuitton utilising
Snapchat with videos and posts that target millennials, digital marketing
experts warn luxury brand marketers not to put all their eggs in the
Snapchat basket.
“All brands are monitoring Snapchat, saying Snapchat is the coolest for
millennials—it’s not true,” said Gregory Pouy, CEO of LaMercatique, a New
York marketing firm that works with luxury brands like TAG Heuer and
Guerlain. “The coolest tool for millennials is YouTube.” He also added
Instagram and virtual reality are particularly interesting for luxury
brands because they’re able to create longer and more compelling content.