In my previous article, I talked about two major fashion houses, Chanel and Yves Saint Laurent Paris, and how they are forgoing using one of the most visual platforms out there – Instagram. Both houses have Instagram accounts, but have never posted. I don’t blame them – I’m sure people would love to pose as Chanel on Instagram.
But, in the weirdest timing ever, Chanel started using their Instagram on Monday. Now, I would like to think it was because they read my article, but I’m sure they had another strategy in mind. Check out this Tweet from AdWeek:
— Adweek (@Adweek) October 14, 2014
It seems incredible, right? 1.8 million followers in a day? AdWeek wasn’t the only media outlet buzzing about Chanel either. But, despite everyone’s shock and awe, it’s not as impressive as it may seem. At the time of writing my previous article, Chanel’s account had about 1.6 million followers – people just waiting for Chanel to start posting.
How on earth do you gain that many followers with zero content? Well, basically, you have to be Chanel. It’s one of those accounts that fashion lovers search for when they sign up for Instagram. In that initial wave of finding people to follow, Chanel is always on the list. It was certainly on mine as a new Instagrammer.
And, I’m sure Chanel knows that and realized they could capitalize on the massive number of followers for an impressive Instagram launch.
But, in true Chanel fashion, their Instagram looks nothing like competitors’ so far. Their 10 photos are mostly of their Chanel No. 5 event that celebrates Gisele Bündchen as the new face of the 93-year-old perfume. Which brings me to the next part of the brand’s Instagram strategy …
At $78 for a 1.7 oz. bottle of Eau de Toilette, some of the young audience on Instagram could afford this Chanel product for a special occasion – birthday, Christmas, anniversary. Tapping into that audience is a great way to revitalize the product for a new generation. And there’s nothing young IG followers love to see more than fabulous New York parties with fabulous people. I wouldn’t be at all surprised if a good majority of those 1.8 million followers suddenly put Chanel No. 5 on their Christmas wish list.
So, there you have it – media impressed with seemingly instantaneous follower numbers, and a young audience buzzing about a product that’s nearly a century old. Chanel’s first few days on Instagram have been very successful, but will the content continue? This fashionista will be keeping her eye out for their next stunt.
top photo by TK Kurikawa / Shutterstock.com