Are Bloggers the New Social Ambassadors for Luxury Brands in Growing Markets?

By: Mahima Seth Gupta, Brand Consultant & Co-Founder, Media Binding Relations

Mahima Seth, the co-founder of Media Binding Relations, has profound experience in the fields of public relations and the communications industry. This young lady of 26 years, has taken her love for communications and public relations to build her own company with partner Himani Sharma to bring fresh perspectives to communication for various brands. She has earlier worked for renowned PR firms such as Promising PR, Media Mantra, and others.

Luxury brands are known for their exclusivity and the kind of different community they form with their loyal customers. People associate luxury brands with a certain kind of value and expect something higher than a premium or a regular brand. Through its unique identity and key features, a luxury brand maintains its brand awareness and ensures that its consumers feel a sense of bond with the brand.

With social media being such a huge part of people’s lives nowadays, every brand leverages the potential of these platforms and strengthens the bond with its consumers. Bloggers are an integral part of social media and their communities have quite an extensive reach. Since luxury brands cater to a niche audience, most of these brands are roping in bloggers to become the face of the brands to reach the target consumers more authentically.

The onset of digital marketing has marked a few changes in the spectrum of every business and luxury brand can also see the merits of digital and social media marketing to communicate with their consumers. The objective of luxury brands has never been to just sell products, but rather to resonate with their consumers on a more value-based level where the brands’ message is communicated. This is where bloggers have taken the new role as social ambassadors for luxury brands.

The primary reason that the audience connects with luxury brands is that they enjoy the transparency and authenticity that bloggers bring to the table. Their opinion matter to their community and they feel a sense of personal connection with the bloggers. Luxury brands have seamlessly meshed into the influencer marketing arena with the help of bloggers to help them voice out the right message to the audience.

Bloggers are not just being a part of a partnership, but rather trying out any new product that the brand is launching and bridging in their honest opinion which matters to the audience most. Since luxury products have an aspirational value attached to them, customers who aspire to buy them want to do proper research and then only invest in such an expensive and luxurious product. Hence roping in the right bloggers has become extremely important for luxury brands as a blogger who is talking about a regular product can lose the authenticity real quickly with the audience.

There is a loyal community of bloggers where they form a long-lasting bond with their audience and luxury brands can tailor campaigns that would help to bridge the gap between the brand and the consumers with the help of bloggers. Rather than celebrity endorsements, luxury brands are focusing more on bloggers as their social ambassadors to form a deeper and more personalized connection with their target groups.

Moreover, the purchasing pattern and demand have also gone through a sea of change in the last few years, and it has become essential for every brand to resonate in the right tune with their consumers. The union of luxury brands and bloggers has helped people to find the right brand and products for themselves and it has aided the luxury brands to carry on with their rich heritage and brand identity whereas bloggers have ensured that they bring in their unique perspective to create a perfect association that is built on trust, loyalty, and exclusivity.