Instagram, l’incontournable
Avec 1 milliard d’utilisateurs mensuels et une moyenne de 53 minutes d’utilisation quotidienne par utilisateur, ne pas avoir de stratégie Instagram pour son entreprise est aujourd’hui une hérésie.
Dans un monde où l’information est délivrée puis consommée dans une cadence effrénée, c’est à travers les images que les entreprises doivent communiquer pour se faire entendre.
Quoi de mieux qu’Instagram, le réseau social de l’image, pour délivrer ses messages pertinemment et créer du lien avec sa marque ?
Selon une étude menée par Facebook IQ, les personnes utilisant Instagram perçoivent les marques présentes sur ce réseau social comme étant populaires (78 %), créatives (77 %), divertissantes (76 %) et pertinentes (74 %). On comprend vite que posséder un compte Instagram est décisif dans le processus d’achat des consommateurs : « Instagram joue un rôle clé à chaque étape du processus d’achat. Les gens utilisent la plateforme pour découvrir les tendances, faire des recherches sur les produits avant d’acheter et décider d’acheter ou non – et chacun de ces moments offre des points de contact sur Instagram où les marketeurs peuvent agir. »
Cela, les marques de mode l’ont parfaitement compris et ont fait d’Instagram, un bastion de leur communication.
Quand la mode mise sur Instagram
La mode se base sur les effets de tendances et de communauté; deux éléments qui font la paire avec Instagram. Réseau social de l’image adopté par les Millenials, le sentiment d’appartenance à des groupes de communauté et le mécanisme d’identification à des leaders d’opinion n’en sont que renforcés.
Il est alors normal que toutes les marques de mode, du prêt-à-porter au luxe, possèdent aujourd’hui leur compte Instagram.
Comment des marques comme Zara pour le prêt-à-porter ou Gucci pour le luxe s’y prennent-elles pour réunir à elles deux près de 75 millions de followers ?
Instagram, une Cash Machine
Pionnier de la fast-fashion avec une nouvelle collection par mois, Zara ne manque pas de contenus. Le géant espagnol du textile tire profit des plateformes sociales pour générer du buzz autour de ses nouvelles collections et ainsi générer de la croissance.
La page Instagram de Zara s’apparente à un véritable lookbook, qui est une source d’inspiration pour tous les amateurs de mode. Avec un contenu centré exclusivement sur ses produits, Zara renforce sa position de leader de l’industrie et s’affirme comme étant la marque référente des nouvelles tendances vestimentaires.
Ce n’est pas tout ! Dans ce monde de l’instantanéité, tant convoité par les Millenials, Zara tire encore une fois son épingle du jeu en proposant l’option shopping directement sur leur Instagram.
Hop, 2 clics suffisent pour se retrouver directement sur la page Internet du produit. Il ne reste plus qu’à passer commande.
Fluidifier l’acte d’achat, voilà la recette du succès adoptée par Zara. Et l’entreprise n’hésite pas à répondre aux commentaires de ses clients au sujet des collections, des produits, de leur disponibilité… Et ce, dans le but de conserver la fidélité à la marque.
Faire la promotion et vendre ses produits sans passer par des plateformes payantes, comment ne pas succomber ?
À la fois lookbook, boutique en ligne et conseiller, Zara a fait de son Instagram une véritable Cash Machine dont la croissance ne cesse d’augmenter. Aujourd’hui Zara possède une communauté de plus de 36 millions de followers, alors que la société ne dépense qu’environ 0,3% de ses ventes dans la publicité. Tout est dit.
Le luxe à la conquête d’une nouvelle génération
Nées dans un monde où les réseaux sociaux n’existaient pas encore, les marques de luxe comme Gucci, Prada, Louis Vuitton ou encore Chanel, ont depuis toujours bâti un univers où seul quelques chanceux possédaient un pass d’entrée.
Avec l’avènement des réseaux sociaux, les marques de luxe ne pouvaient plus seulement compter sur le buzz généré par leurs nouvelles collections. Elles ont dû rapidement faire face aux campagnes de communication innovantes des nouvelles marques émergentes. Le monde du luxe n’a pas été le plus rapide pour adopter ces nouvelles pratiques. Gucci y compris.
Créer des vêtements et des défilés plus rocambolesques les uns que les autres ne suffisaient plus. Le consommateur d’aujourd’hui veut voir les choses instantanément, sur son smartphone, sous peine d’être attiré par la concurrence dans la seconde.
L’avènement de Gucci
Avec sa nomination en tant que directeur de la création en 2015, Alessandro Michele a insufflé un renouveau au sein de la marque qui assume aujourd’hui un style maximaliste avec des pièces emblématiques, loin de l’image hasbeen associée à Gucci.
Ce virage identitaire fut le tournant d’une nouvelle stratégie d’e-marketing, dans laquelle Instagram est devenue la plateforme signature de la marque.
Aujourd’hui, Gucci rivalise d’ingéniosité sur ses plateformes sociales pour faire du digital un élément fort de sa stratégie et un levier de croissance unique.
La collaboration, au centre de la stratégie Instagram de Gucci
Robert Triefus, Vice-président exécutif, souligne dans cette interview 2 éléments fondamentaux dans la stratégie de Gucci sur leur plateformes sociales, l’authenticité et l’inclusivité : « Cela signifie que nous voyons les plates-formes de Gucci à la fois comme des portes ouvertes sur le monde extérieur – lui permettant de co-créer avec d’autres personnes – et reflétant les valeurs de Millennials. »
La collaboration est donc la pierre angulaire de la stratégie social media de Gucci.
#GucciGram : la collaboration avec des artistes
Avec #GucciGram, la maison invite les artistes du monde entier, connus ou non, à revisiter les codes de la marque au double G en les intégrant à leurs œuvres. Dans une interview accordée à i-d, Alessandro Michele soulignait que « #GucciGram est un prétexte pour raconter différentes histoires, qui ont toute en commun le même amour pour la liberté. Aujourd’hui, la créativité se créé et se déploie sur le digital – une source inépuisable d’échanges visuels »
Stratégie payante, cette campagne a rencontré un grand succès. En offrant la possibilité à des artistes réputés ou non, de s’approprier l’univers de la marque, et donc d’adhérer à la marque, Gucci s’est offert une incroyable publicité gratuite, générée par centaines par les créations des instagrammers. La co-création fait des miracles…
#TFWgucci: quand Gucci s’approprie la culture du mème pour vendre des montres
Impossible de passer à côté, les mèmes sont définitivement un élément fort de la culture Internet. Adoptés par les Millenials, ces derniers les commentent et les partagent sans arrêt sur les réseaux sociaux.
Ce phénomène Internet est devenu tellement viral que Gucci en a profité pour faire la promotion de sa nouvelle collection de montres « Le Marché des Merveilles). Pour cela, la marque a créé une campagne intitulée #TFWGucci (That Feeling When Gucci) mettant en scène les montres de la collection. Gucci a fait appel aux artistes de mèmes les plus célèbres du monde entier.
Du jamais vu dans le monde du luxe, cette campagne inédite a fait souffler un vent nouveau sur ce monde aux codes établis.
Les analyses menées par Dash Hudson ont révélé que cette campagne de mèmes avait atteint plus de 120 millions d’utilisateurs de la plateforme. De surcroît, deux des posts de cette campagne sont devenus les posts les plus engagés de leur compte, de tout temps.
Avec cette stratégie de collaboration, Gucci a pu étendre sa portée et démontre la faculté de la maison à tirer profit de son époque. Même si les plus jeunes ne peuvent pas se payer de tels produits, la marque est devenue une aspiration et une source d’inspiration pour cette génération. Futurs consommateurs de la marque, on ne peut qu’admirer la capacité de la marque à créer du lien avec ces nouveaux publics.
Plateforme de vente ou d’expression, ne pas avoir de stratégie Instagram pertinente se révèle être un atout considérable. Dans un monde où le smartphone est devenu notre meilleur ami, les instagrammers s’inspirent, communiquent et achètent sur les réseaux sociaux.
Dévorer et créer du contenu sur Instagram est maintenant un mode de vie, surtout chez les Millenials. Pour Zara, c’est l’occasion d’être présent tout au long du processus d’achat, de l’inspiration à l’achat. Pour Gucci, c’est l’occasion de partager un style de vie que les gens veulent imiter.
Long au démarrage, le secteur de la mode, du prêt-à-porter au luxe, rivalise aujourd’hui d’ingéniosité dans leur stratégie Instagram. Tester et créer du contenu nouveau, différent et adapté à Instagram ne vous sera que bénéfique.
À vous de jouer !
Emeric Chanthapanya
822101 894136Black Ops Zombies […]some people still have not played this game. It is hard to envision or believe, but yes, some individuals are missing out on all of the enjoyable.[…] 466499
Excellent article. Keep posting such kind of info on your
page. Im really impressed by your blog.
Hey there, You’ve performed a fantastic job. I’ll definitely digg it and personally recommend to my friends.
I am confident they’ll be benefited from this site.
This is the right webpage for everyone who wants to understand this topic.
You realize so much its almost hard to argue
with you (not that I actually would want to…HaHa). You
certainly put a new spin on a topic that’s been written about for many years.
Wonderful stuff, just excellent! asmr 0mniartist
6692 345288Xanax (Alprazolam) is used to treat anxiety disorders and panic attacks. Alprazolam is in a class of 376013
272946 761948 An interesting discussion is worth comment. I believe that you really should write much more on this subject, it may well not be a taboo topic but usually folks are not enough to speak on such topics. Towards the next. Cheers 459002
hello there and thank you for your info – I’ve definitely picked up anything new from right here.
I did however expertise some technical points using this site, since I experienced to reload the web site lots of times previous
to I could get it to load properly. I had been wondering if your hosting is OK?
Not that I am complaining, but sluggish loading instances times will
often affect your placement in google and can damage your quality score if advertising and marketing with Adwords.
Anyway I’m adding this RSS to my e-mail and can look out for a lot more of your respective intriguing content.
Ensure that you update this again very soon.
It’s the best time to make some plans for the future and it is time to be happy.
I have read this post and if I could I wish to suggest you few interesting things or tips.
Maybe you can write next articles referring to this article.
I wish to read even more things about it!
A motivating discussion is worth comment. I believe that you should
write more about this issue, it may not be a taboo
subject but generally people do not talk about these issues.
To the next! All the best!!
Hi there! I know this is kinda off topic nevertheless I’d figured I’d ask.
Would you be interested in exchanging links or
maybe guest writing a blog post or vice-versa?
My website addresses a lot of the same topics as yours and I think we could greatly benefit from each other.
If you happen to be interested feel free to send me an email.
I look forward to hearing from you! Excellent blog by the way!
If you wish for to increase your experience simply keep visiting this website and be updated with the hottest news posted
here.
For the reason that the admin of this web site is
working, no uncertainty very rapidly it will be well-known, due
to its quality contents.
This blog was… how do I say it? Relevant!! Finally I have found something that helped me.
Thanks!
An outstanding share! I’ve just forwarded this onto a
coworker who has been doing a little research on this.
And he actually ordered me breakfast simply because I found it for him…
lol. So let me reword this…. Thanks for the meal!!
But yeah, thanks for spending the time to discuss this issue here on your web page.
Hello there! This post could not be written any better!
Reading this post reminds me of my good old room mate! He always kept
chatting about this. I will forward this article
to him. Fairly certain he will have a good read.
Many thanks for sharing!
Have you ever heard of second life (sl for short). It is essentially a game where you can do anything you want. Second life is literally my second life (pun intended lol). If you want to see more you can see these second life websites and blogs
This was great! I would like you to clean up all this spam though
769022 675952The next time I just read a weblog, I really hope which it doesnt disappoint me up to this one. Get real, Yes, it was my choice to read, but I personally thought youd have something fascinating to convey. All I hear can be a handful of whining about something you can fix within the event you werent too busy trying to find attention. 553280
scoliosis
Wonderful beat ! I would like to apprentice while you amend
your website, how can i subscribe for a blog web site?
The account aided me a acceptable deal. I had
been a little bit acquainted of this your broadcast
provided bright clear idea scoliosis
scoliosis
Thanks for sharing your thoughts on scoliosis. Regards scoliosis
Have you ever heard of second life (sl for short). It is essentially a video game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these Second Life articles and blogs
Have you ever heard of second life (sl for short). It is essentially a game where you can do anything you want. SL is literally my second life (pun intended lol). If you want to see more you can see these Second Life websites and blogs
dating sites
Very great post. I simply stumbled upon your blog and wished to
say that I have truly enjoyed browsing your blog posts. After all I’ll be subscribing for your rss
feed and I hope you write again very soon! free
dating sites
Have you ever heard of second life (sl for short). It is basically a video game where you can do anything you want. Second life is literally my second life (pun intended lol). If you want to see more you can see these Second Life authors and blogs
These are truly impressive ideas in concerning blogging.
You have touched some pleasant factors here. Any way keep up wrinting.
84926 336451I believe so. I think your write-up will give those people a good reminding. And they will express thanks to you later 516225
Have you ever heard of second life (sl for short). It is basically a online game where you can do anything you want. Second life is literally my second life (pun intended lol). If you would like to see more you can see these sl websites and blogs
What’s Going down i’m new to this, I stumbled upon this I’ve discovered
It absolutely useful and it has helped me out loads.
I am hoping to contribute & aid different users like its helped me.
Good job.
I’m truly enjoying the design and layout of your website.
It’s a very easy on the eyes which makes it much more pleasant for me to come here and visit more
often. Did you hire out a developer to create your theme?
Outstanding work!
Have you ever heard of second life (sl for short). It is basically a game where you can do anything you want. SL is literally my second life (pun intended lol). If you would like to see more you can see these Second Life websites and blogs
Wow, marvelous blog structure! How long have you been blogging for?
you make blogging glance easy. The total look of your website is wonderful, as smartly as the content!
Does your blog have a contact page? I’m having trouble locating it but,
I’d like to send you an e-mail. I’ve got some recommendations for your blog
you might be interested in hearing. Either way, great site and I look forward to
seeing it grow over time.
Have you ever heard of second life (sl for short). It is essentially a video game where you can do anything you want. Second life is literally my second life (pun intended lol). If you would like to see more you can see these sl articles and blogs
Have you ever heard of second life (sl for short). It is essentially a video game where you can do anything you want. SL is literally my second life (pun intended lol). If you would like to see more you can see these second life authors and blogs
Hello there! Do you know if they make any plugins to assist with
SEO? I’m trying to get my blog to rank for some targeted keywords but I’m not seeing very good success.
If you know of any please share. Many thanks!
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. SL is literally my second life (pun intended lol). If you want to see more you can see these second life articles and blogs
Hi there! Do you know if they make any plugins to
safeguard against hackers? I’m kinda paranoid about losing everything I’ve worked
hard on. Any suggestions?
Hello there, just became alert to your blog through Google, and found that it’s really informative.
I’m going to watch out for brussels. I will appreciate if
you continue this in future. Numerous people will be
benefited from your writing. Cheers!
Informative article, just what I was looking for.
We are a group of volunteers and starting a new scheme in our community.
Your web site provided us with valuable information to work on.
You’ve done an impressive job and our entire community will be thankful to you.
Howdy! I could have sworn I’ve been to this blog before
but after checking through some of the post I realized it’s new to me.
Anyways, I’m definitely happy I found it and I’ll be book-marking and checking back frequently!
Cool blog! Is your theme custom made or did you download
it from somewhere? A design like yours with a few simple tweeks would really make my blog
shine. Please let me know where you got your design. Kudos
Have you ever heard of second life (sl for short). It is basically a video game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these Second Life authors and blogs
I went to the first faith.I am very happy to think about a small window.
This was awesome! I would like you to clean up all this spam though
There are three 18 kg groups and brochures with open and transparent materials.
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. Second life is literally my second life (pun intended lol). If you want to see more you can see these sl authors and blogs
darkness.
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. SL is literally my second life (pun intended lol). If you want to see more you can see these sl articles and blogs
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these Second Life articles and blogs
This is a topic which is near to my heart… Thank you!
Where are your contact details though?
obviously like your web site but you have to
check the spelling on quite a few of your posts.
Many of them are rife with spelling issues and I find it
very bothersome to tell the reality then again I will surely
come back again.
I visited various web sites but the audio feature for audio songs existing at this
site is in fact superb.
Very great post. I simply stumbled upon your weblog and wished to
say that I have really loved browsing your blog posts. After
all I’ll be subscribing on your rss feed and I hope you write once
more soon!
Thanks for any other excellent article. Where else
may anyone get that kind of information in such an ideal approach of
writing? I’ve a presentation subsequent week, and
I’m at the search for such information.
This is the perfect website for everyone who hopes to find out about this topic.
You know a whole lot its almost tough to argue with you (not
that I personally will need to…HaHa). You definitely put a new spin on a topic which has been discussed for
a long time. Excellent stuff, just excellent!
Hi everyone, it’s my first visit at this website, and post is in fact fruitful in support of me, keep
up posting these types of content.
Thanks for sharing your thoughts about this. Regards
I think the admin of this site is really working hard in favor of his website, since here every
information is quality based information.
hello there and thank you for your information – I have certainly picked up something new from
right here. I did however expertise several technical points using
this site, since I experienced to reload the website many
times previous to I could get it to load properly.
I had been wondering if your hosting is OK? Not that I am complaining, but slow loading instances times will very frequently
affect your placement in google and can damage your high quality score if ads and marketing with Adwords.
Anyway I’m adding this RSS to my email and can look out for a lot more of your respective interesting content.
Make sure you update this again soon.
Hello, I do think your web site could be having web
browser compatibility issues. When I take a look at
your site in Safari, it looks fine however, when opening in I.E., it’s got some overlapping issues.
I simply wanted to provide you with a quick heads up!
Besides that, excellent blog!
I love your blog.. very nice colors & theme. Did you make this
website yourself or did you hire someone to do it for you?
Plz reply as I’m looking to construct my own blog and would like to know where u got this from.
appreciate it
Fantastic goods from you, man. I have consider your stuff previous to and you are just extremely wonderful.
I actually like what you’ve bought right here, certainly like what you’re stating and the best way wherein you are saying it.
You are making it enjoyable and you continue to care for to keep it smart.
I cant wait to read far more from you. This is actually a great
website.
If you desire to increase your knowledge only keep visiting this site and be updated with the newest news
posted here.
If you would like to get a good deal from this paragraph then you have to apply these
techniques to your won blog.
Asking questions are actually good thing if you are not understanding anything totally, however this paragraph provides good understanding yet.
Every weekend i used to go to see this website, as i wish for enjoyment, since this this web
page conations actually fastidious funny stuff too.
Post writing is also a fun, if you know afterward you can write or else it is complicated
to write.
This paragraph is actually a fastidious one it helps new web viewers, who
are wishing in favor of blogging.
Appreciating the dedication you put into your blog and detailed information you provide.
It’s good to come across a blog every once in a while that isn’t the same unwanted rehashed information. Great read!
I’ve bookmarked your site and I’m adding your RSS feeds to my Google account.
I used to be recommended this website via my cousin. I’m no longer certain whether or not this
publish is written by means of him as nobody else understand
such distinct about my difficulty. You are wonderful! Thank you!
I have been exploring for a little for any high-quality articles or
blog posts on this sort of space . Exploring in Yahoo I eventually
stumbled upon this website. Reading this information So i’m
satisfied to convey that I’ve an incredibly
good uncanny feeling I found out exactly what I needed.
I such a lot indisputably will make certain to don?t overlook this web site and give it
a look on a constant basis.
Woah! I’m really loving the template/theme of
this website. It’s simple, yet effective. A lot of times it’s difficult to get that « perfect balance » between usability and appearance.
I must say that you’ve done a very good job with this. Additionally, the blog loads super quick for me on Chrome.
Superb Blog!
You’re so awesome! I don’t suppose I’ve truly read through anything like that before.
So good to discover somebody with some unique thoughts on this topic.
Really.. many thanks for starting this up. This site is something that
is needed on the internet, someone with some originality!
I have read so many articles or reviews concerning the
blogger lovers except this piece of writing is truly a nice article, keep it
up.
you’re in point of fact a just right webmaster. The site loading velocity is amazing.
It kind of feels that you are doing any unique trick. In addition,
The contents are masterpiece. you have done a great process in this subject!
I’ll immediately snatch your rss feed as I can’t in finding your email
subscription link or newsletter service. Do you have any?
Kindly allow me understand so that I may subscribe.
Thanks.
Hi there are using WordPress for your blog platform? I’m new to
the blog world but I’m trying to get started and create my own. Do you require any html coding knowledge to make your
own blog? Any help would be greatly appreciated!
I have been browsing on-line greater than three hours nowadays, but
I by no means discovered any attention-grabbing article like yours.
It is beautiful price sufficient for me. In my view, if all site
owners and bloggers made excellent content as you probably did, the web will likely be a lot more helpful than ever before.
It’s hard to find educated people on this topic, but you seem like you know what you’re talking about!
Thanks
Pretty! This has been an extremely wonderful article.
Thanks for supplying this info.
I blog quite often and I truly thank you for your content.
This article has truly peaked my interest. I will take a note of your website and keep checking for new information about once
a week. I opted in for your Feed too.
Hi there to every body, it’s my first go to see of
this blog; this website carries remarkable and really fine material for visitors.
Excellent post. I was checking continuously this
blog and I’m impressed! Extremely useful information specially the last part :
) I care for such information a lot. I was seeking this particular information for
a long time. Thank you and best of luck.
I think the admin of this web page is really working hard in support
of his site, because here every information is
quality based material.