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 !
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