How do luxury brands maximize sales using social media? This was explained by the research company leader in detection of big data Launchmetrics, which in its latest report highlights the opportunity to create pre-recorded content to be placed alongside the live broadcast in order to have the longest possible post-event impact. A winning YouTube strategy can lead to a useful life cycle of months and years, enticing consumers to engage with videos. Among the best results of the year, the virtual meeting between Raf Simons, Miuccia Prada and the fans, which led Prada to reach + 150% of Miv – Media impact value and + 400% of views. In the music field, a winning example was Dior with rapper Travis Scott, whose show for spring / summer 2022 recorded 2 million visits, obtaining winning results. Versace demonstrates how the quality and frequency of posts matter, with the ‘Versacepolis’ fashion show for spring / summer 2021 which saw the brand double its normal views. Another case study was the couture show by Pyer Moss, the first black designer to present in the high fashion calendar. The sending of video content, rather than still images, has led to an exponential increase in the media impact value.
