The Battle of the Houses: Who Will Take Home the Social Crown?
Chanel, Elie Saab and Christian Dior
In the midst of society today, the world seems to revolve around social media. Way back in the day, it was of little concern if you were a professional snapchatter or a genius tweeter. Teachers never taught us that one-day being a Vine superstar would be the path to success. Parents never dreamt of their children becoming instagram famous.
Times have changed, the success and opportunities that social media entails has skyrocketed. However, as platforms expand, it is no longer that easy to have your voice noticed on social media. Nowadays a “like” takes an effort to gain. Social media contains more than just posts, it has evolved into patterns of systematic numbers and quantitative marketing strategies.
Top fashion houses have embraced just about all-social media platforms. They use social media as a means to visually communicate their brand image. If the brand image changes, they start with a clean slate on all platforms. Consumer engagement tends to be higher in comparison to other industries. But, have you ever wondered how a single Chanel posts can generate 3.3 million views in just a couple of hours? Do the millions of followers, likes, and shares just magically happen? If that were the case, wouldn’t we all love to be Instagram famous?
If you thought you were going to learn about fun and fashion in this post, I am sorry to break it to you. I know numbers are the last thing you want to think of when posting a funny picture of your dog on Facebook, but you have to: Do it For the Likes!
In this Corner…
Everyone, unless you live under a rock, has heard of Chanel, Elie Saab and Christian Dior. All three brands are considered “Haute Couture” brands. Chanel and Dior have history, while Elie Saab is fairly new as a globally emerging haute couture brand.
Chanel: Located in Paris, France. The brand has a google return of 381 million with a 63.8% share of voice. It has a total social audience of 44,163,087 with a total average engagement of 13,611,002. The audience engagement is 30.8%.
Elie Saab: Located in Beirut, Lebanon. The brand has a google return of 12.8 million with a 2.14% share of voice. It has a total social audience of 6,311,639 with a total average engagement of 34,189. The audience engagement is 0.54%.
Christian Dior: Located in Paris, France. The brand has a google return of 203 million wth a 34.01% share of voice. it has a total social audience of 33,670,136 with a total average engagement of 1,177,375. the audience engagement is 3.50%.
In case you already forgot all the numbers. Listed below is a chart that you can always look back it…
ROUND 1 | Twitter
First Place: Chanel has 12,300,000 followers on twitter alone.Chanel posts different forms of media on their twitter account. An individual can find pictures, videos and many more. They spotlight an array of their product offerings. Surprisingly enough, with such high engagement, their posts are not as consistent. They tweet at least once a week. Chanel follows zero accounts.
Second Place: Christian Dior came in second, losing to Chanel by roughly half of the follower count, with a total of 6,800,000 followers. They follow 140 accounts. Dior’s posts are more consistent, following a schedule of at least one post per day. Once again, similar to Chanel, Dior posts all forms of media, related to all different kinds of product offerings. When it came to twitter engagement, Dior was right behind Chanel. Their average engagement was 1,616, while Chanel was at 1,705. In conclusion, although Chanel has double the amount of followers than Dior on twitter, consumer engagement is practically the same. However, Dior has to work harder and invest more in order get the level of engagement that can compete with Chanel, who only posts once a week.
Third Place: Elie Saab has a total of 322,000 followers, follows 243 and has only 352 in total average engagement. Their content is similar to that of Chanel and Dior. The brand posts a mix of media and product offerings. In contast to its competitors, Elie Saab posts at least twice per day. Although, they post on a regular basis and hold far more content than Chanel and Dior, the brand’s Twitter statistics are at an all time low.
ROUND 2 | Instagram
First Place: Chanel has a total of 14,700,000 followers and follows zero accounts. This is about 2,000 more than its twitter account. In addition, the brand’s instagram account houses more content in comparison to its Twitter platform. The brand posts every two days on Instagram. Chanel’s average engagement on the platform is 244,531, which is much higher than twitter’s.
Second Place: Dior continues to be second best, with a total of 11,500,000 followers and following 132 accounts. The brand posts more content than it does on Twitter. The content is mixed with different forms of media. Dior posts on average between one or two per day. Their level of engagement is right behind Chanel with 208,947.
Third Place: Elie Saab comes in with 4,300,000 followers and unlike Twitter they follow zero accounts. The brand posts on average roughly twice per day. The content does not differentiate between platforms. The same content that was shown on Twitter and Facebook is on Instagram. While on the other hand, Chanel and Dior have exclusive content that they post on Instagram; each platform varies in the types of content posted.
ROUND 3 | Facebook
First Place: It is no surprise; Chanel comes in first with a total of 17,163,087 likes. The brand’s content does not end on a like, on Facebook the content is shared and individuals comment, leaving Chanel with 13,364,766 in average engagement on Facebook. Chanel posts on Facebook everyday or every other day. The content that’s posted on Facebook once again differs from Instagram and Twitter.
Second Place: Dior comes in strong, almost tying with Chanel with 15,370,136 likes. However, the brand’s engagement level is far less than that of Chanel. Dior’s Facebook content varies among each social media platform; an individual can get more of the “Behind the Scenes” environment on Facebook. The brand is consistent at posting once per day.
Third Place: Elie Saab comes in last with 1,689,639 likes. The brand’s content mirrors exactly all other social media platforms. There is absolutely no customization between the platforms. The brand’s level of engagement is relatively low at 2,412.
And the Winner is…
It is clear to say that CHANEL is the winner in this luxury brand battle, taking home the social crown! The level of engagement they hold is practically limitless. They customize each social platform experience, paving way for high levels of engagement. Until the next battle, explore other haute couture brands and don’t forget to Do it For the Likes!
This post was created as part of the Global Luxury Management Program at the NC State Poole School of Management. All thoughts and opinions are my own.
