Luxury once meant private showrooms and velvet ropes—but in 2025, social media marketing for luxury brands defines digital exclusivity.
Today’s luxury isn’t confined to marble floors or gold-lettered storefronts—it’s now flowing through Instagram Reels, TikTok videos, and YouTube Shorts. And social media marketing for luxury brands is playing a central role in this digital transformation.
According to a global survey of affluent consumers in Q1 2024, nearly 60% of people aged 18–39 follow luxury-related brands or services on social media, compared to just four in ten of those aged 40 and above
These younger consumers aren’t just scrolling. They’re shopping, engaging, and judging brands by how they tell stories online. Which brings us to a key shift—luxury storytelling now lives in your feed.
Why Social Media Marketing for Luxury Brands Is Essential for Growth in 2025
In 2025, brands that skip social media marketing for luxury brands risk becoming invisible in the digital luxury landscape.
A massive 85% of luxury consumers use social media, and not just one—they’re on at least three platforms on average
What’s changed?
- Millennials and Gen Z are more likely to say they like a brand more when it’s active on social media
- Nearly a third of global luxury sales will take place online by the end of 2025
- Even classic luxury is being reimagined through Reels, Stories, and TikTok collaborations
In short, social media marketing for luxury brands isn’t just about reach—it’s about relevance.
Unlock Luxury Growth with AWISEE
Want to turn digital attention into real luxury sales? From Gen Z engagement to elite placement, our strategies create exclusive appeal across TikTok, Instagram, and YouTube.
With AWISEE, you don’t just promote—you connect. We specialize in luxury-specific influencer campaigns that build trust, prestige, and ROI.
What you get:
- Curated influencer collaborations
- Full-service ad campaign management
Where Prestige Meets Performance
Ready to redefine elegance in the digital space? Let AWISEE design social media marketing for luxury brands that captures attention—and keeps it.
Understanding the Luxury Consumer in 2025
Luxury influencer marketing is the practice of partnering with individuals who already have the attention of high-net-worth or style-conscious audiences—and letting them tell your brand story.
Who Are They?
Luxury shoppers aren’t who they used to be. The days of older, traditional buyers dominating the market are gone.
In fact, consumers under 40 now make up 40% of the luxury market.
They’ve grown up with Instagram, influencers, and same-day delivery. And their expectations reflect that.
What Do They Expect?
Younger buyers want more than prestige. They want values, experiences, and emotional resonance.
What they’re looking for:
- Authenticity – From ethical sourcing to behind-the-scenes transparency
- Personalization – Tailored offers, loyalty perks, and direct connections
- Multi-sensory experiences – Think 3D product demos, AR previews, immersive storytelling
- Mobile-first interaction – Fast, seamless, always-connected brand moments
Luxury Retail Social Media Strategy: Core Pillars That Work
Luxury social media marketing doesn’t just aim to sell—it aims to seduce.
The 4-Content Pillar Framework
To stay balanced and engaging in 2025, luxury brands follow this model:
- Educate – Share insights about craftsmanship, materials, and heritage
- Inspire – Present dreamy lifestyle visuals
- Promote – Launch new collections or product drops
- Entertain – Leverage influencers, trends, and even humor
Storytelling Through Founder Content
A personal story can be a brand’s strongest asset. Just look at Odd Muse’s Aimee Smale, who shares her journey on TikTok and podcasts to build direct connections with Gen Z
Data-Driven Personalization
Today’s top brands use mobile POS systems and connected apps to track preferences, personalize offers, and build loyalty—all in real time
Best Social Media Platforms for Luxury Brands in 2025
In 2025, some platforms are clearly ahead of the game:
Still the go-to platform for luxury visuals and influencer collaborations. Its mix of Reels and Stories gives luxury brands plenty of space for glamour.
TikTok
The fastest-growing platform with 8.1% monthly follower growth. Versace outperforms the industry by 219% with stylish runway content
YouTube
Ideal for long-form, high-end storytelling. Jacob & Co. uses Shorts to beat industry averages by 2,348%
Discovery-first platform, with 59% of millennials finding new products through it
Still effective for niche targeting and CRM-based advertising.
Average Monthly Growth Rate by Platform
This chart displays the average monthly follower growth rates across TikTok, YouTube, and Instagram in 2025. We can see TikTok has the highest monthly growth rate by platform. Luxury Brand Marketing 2025: What’s Changing?
The future of luxury branding is here—and it’s more open than ever.
From Exclusivity to Accessibility
Brands are embracing UGC, transparency, and storytelling to feel more human
Augmented Reality & 3D Product Views
Rebecca Minkoff added 3D bag modeling and saw a 44% increase in add-to-cart rates
Shoppable Editorial Videos
Luxury brands like Chanel, Gucci, and Nour Hammour now turn content into commerce directly through editorial lookbooks
Influencer Marketing & Social Media Marketing for Luxury Brands
Influencers are now central to social media marketing for luxury brands.
Measurable Results
- 70% of luxury brands use influencer marketing
- 60% of luxury consumers follow influencers for product ideas
Also, 40% of buyers say they’ve purchased after an influencer promotion
Examples of Successful Collaborations
- Rolls-Royce invites influencers for luxury experiences
- Hublot created a limited edition timepiece with Samuel Ross
- Gucci partnered with NFT artists for digital exclusives
Luxury Lives Where Stories Are Told
Let AWISEE turn your scrolls into statements with tailored social media marketing for luxury brands.
Choosing the Right Faces
Focus on:
- Matching aesthetic values
- Lifestyle alignment
- Trustworthy storytelling
From Dior’s Charlize Theron to Louis Vuitton’s Emma Chamberlain, the right partnerships can elevate a brand’s presence across digital channels.
Social Media Benchmarks for Luxury Brands
Let’s talk numbers—because luxury brands aren’t just uploading beautiful images. They’re leveraging social media marketing for luxury brands in ways that drive serious growth. But not every platform performs the same.
According to 2025 industry benchmarks, here’s how follower growth compares:
- TikTok: 8.1%
- YouTube: 1.8%
- Instagram: 0.6%
Some luxury names are far outpacing the average:
- Versace performs 219% above average on TikTok through flashy backstage content
- Schiaparelli outshines Instagram norms by 600% with show-stopping visuals
- Jacob & Co. dominates YouTube Shorts—2,348% above industry performance
The benchmarks prove that successful social media marketing for luxury brands delivers measurable growth—not just online presence.
Luxury Brand Social Media Benchmarks
What Social Media Trends Affect Luxury Retail in 2025?
Luxury in 2025 is being reshaped by strategies, not just style. So, what social media trends affect luxury retail in 2025?
Recommerce & Buyback Programs
Sustainability meets sales. One in ten luxury consumers now buys second-hand products. Big names like Balenciaga and Rolex have their own recommerce programs
Sustainability as a Standard
Nearly 50% of America’s wealthiest consider sustainability in every purchase. Plus, 22% have already boycotted luxury brands for ethical reasons
Immersive Technologies
Shoppers now expect 3D previews, AR filters, and interactive editorial lookbooks—not just product pages.
Localized Ecommerce & Cross-Border Personalization
Brands like NakedCashmere used Shopify’s global tools and saw a 149% rise in international sales
VIP-Only Drops
Exclusivity still drives urgency. Limited-edition drops and early access build loyalty while elevating brand prestige.
Is TikTok Suitable for Luxury Brand Marketing?
TikTok leads the way in social media marketing for luxury brands, with a standout 8.1% monthly growth rate that outpaces all other platforms.
What makes it work so well?
- It’s visual, fast-paced, and personal
- It invites real-time, behind-the-scenes storytelling
- It humanizes luxury without diluting it
Think Versace’s campaign previews or Emma Chamberlain’s Fashion Week diaries—these TikToks feel authentic, but still premium.
If you’re asking, “Is TikTok suitable for luxury brand marketing?”, the metrics and momentum say yes.
How Do Luxury Brands Use Social Media in 2025?
If you’re wondering how do luxury brands use social media in 2025, the answer lies in a shift from advertising to relationship-building.
Here’s how luxury brands are adapting:
As a Relationship Tool
Through live content, DMs, and exclusive drops, social media becomes a conversation, not just a channel.
To Showcase Craftsmanship
Reels, Shorts, and AR overlays allow buyers to zoom into textures, designs, and even production stories.
To Engage Digital-First Shoppers
With 40% of the luxury market now under 40, being digitally fluent is non-negotiable
And that’s where Digital marketing luxury brands 2025 excels—blending high-tech with high-touch.
Building Emotional Capital Through Digital Luxury
The rules have changed. In 2025, social media marketing for luxury brands is less about mass exposure and more about meaningful moments.
Let’s recap what truly matters:
- Social isn’t optional—it’s foundational
- TikTok, Instagram, and YouTube are the big three, but Pinterest and Facebook still hold value
- Influencer marketing is expected, not extra
- Today’s buyer wants personalization, ethics, and emotion in every touchpoint
- The brands that win are those who turn feeds into feelings
In a luxury world redefined by scrolls, clicks, and swipes, your brand story is everything.
