The influencer landscape has become a vital tool in luxury marketing for brands, particularly for engaging younger, future customers.

Not only are consumers spending much of their free time on social, but they’re also using platforms as a discovery tool to learn more about brands and their products. In fact, 3 in 4 US luxury shoppers purchase products after discovering them on social media.

Social media allows brands to reach more diverse audiences. We’ve seen the likes of Lamborghini, Cartier, and Louis Vuitton heading to TikTok to drive awareness and engagement. Consumers also place high value on recommendations from the influencers they follow, so increasingly luxury and premium brands are partnering with creators to reach new audiences.