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How Social Media Is Failing Luxury Brands

August 4, 2021

Via: MediaPost

Social media promotion is far from a surefire way to attract affluent consumers.

That’s according to luxury marketing consultancy Unity Marketing, whose recent study posits that “social media is grossly underperforming luxury companies’ expectations.”

“Social media is mass, not ‘class,” writes Pamela Danziger, founder of Unity Marketing, in a Forbes post.

Folks who can actually afford to buy upscale products “expect the luxury brands they do business with to understand them, to be respectful of them and to personalize every interaction,” she adds. “Bombarding them with irrelevant posts on social media is not how to do it.”

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