For years it has been considered the least fashionable social on the global scene, more suited to spreading and commenting on breaking news and more or less official statements than to act as a glossy showcase for the new looks of and influencers. But something is changing.
Twitter’s (and, in particular, its audience’s) attention to the world of fashion and luxury is growing. And not only because the new owner of the social network – founded in 2006 by Jack Dorsey and associates – is Elon Musk, former CEO of Tesla and SpaceX (and richest man in the world, with 219 billion dollars of assets) who is in his second presence at the Met Gala, last May 2, parading on the red carpet on her mother’s arm, Maye bluntly stated “I love fashion”. And, therefore, it could invest precisely in fashion and luxury to achieve the goal it has already set itself: the doubling of profits.
The boom in contacts at live events
Already in a 2020 survey – the Toluna Global Vertical Study – 86% of users on Twitter said they were interested in viewing more content from brands and industry houses. This intention materialized during 2021, thanks to the resumption of live events. In fact, last year saw an unprecedented acceleration in the number of Live Fashion views transmitted on the platform: over 400 million live views on Twitter, up from 150 million in 2020. Fashion won the bronze medal for live content most viewed of the platform.
The brands immediately “sniffed” the opportunity of a virtual environment less saturated with luxury product adv and with a young and wealthy audience. Brands that have live-streamed their show on Twitter have been there Louis Vuittonwhich currently has over 9.3 million followers, and posts advertising campaigns on its profile, but also ad hoc content such as the “behind the scenes” of the Met Gala with actress Chloe Moretz, but also Balenciaga, Prada, Hermes.
“As luxury brands explore new possibilities in the digital reality, we are seeing new levels of creativity on and off the runway that generate conversations from the fashion-loving community on Twitter. Live events have become platforms for social commerce, with brands offering people the opportunity to connect, discuss and shop online, ”said Patrick Calmels, Twitter’s Luxury Lead.