Luxury Briefing: Luxury brands are evolving their social media strategies in preparation for a ‘bumpy ride’

14 hours ago 3

This week, a look at how luxury brands are updating their social media strategies amid a rapidly evolving landscape including a potential TikTok ban.

Marc Jacobs is putting a new focus on social content’s KPIs

Since joining TikTok in August 2023, Marc Jacobs has seen “explosive growth” on the platform, as described by Kristin Patrick, the company’s CMO since May. The brand’s account has nearly 380,000 followers, and its organic posts regularly see views in the millions. Among the most memorable include a July 2024 video of “tradwife” influencer Nara Smith making a “delicious red Marc Jacobs tote bag” from scratch (17 million views) and a January 2024 video by the duo known as Shadrinsky featuring Marc Jacobs himself blowing out his brand’s inflamed 40th birthday cake (1.9 million views).

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