Luxury Copywriting For Instagram: Three Golden Strategies That Never Fail

Picture this: You slip into an exclusive Gucci creation and walk down the grand staircases of a Four Seasons palatial wonder. With Christian Louboutin shoes announcing your arrival, you gently play with your Tiffany ring. You walk past everyone, familiarising them with a whimsical Dior fragrance, changing the atmosphere of the space. A sleek Mercedes awaits you, and within seconds, you whir away.

Luxury is a picture of words, a melange of feelings and an act of exclusivity. When a luxury brand creates something, the purpose goes miles beyond merely owning something. It’s all about feeling the creation through the veins, a satiation that lasts longer than a moment. But sometimes, it can also be about breaking the notions. Here are three golden tips for luxury copywriting on Instagram:

The story never dies: The people

The universally accepted truth lies in the fact that an idea gives birth to a story, and then vice versa. Take a cue from Louis Vuitton’s impeccable storytelling. It recently revived its Core Values Campaign, which highlights celebrities embracing their internal journeys as they travel. The focus in the copy here, is not explicitly on the product, but more on honouring the protagonists of the story.

Source : Louis Vuitton’s Core Values campaign is all about the protagonists, and their stories. (Source: https://www.instagram.com/louisvuitton/)

Copywriting codes always favour the act of touching upon, or establishing a connection through words. Which is why, luxury copywriting emphasises on using the human element to portray a product as something that is a part of a person’s identity, rather than something that is detached from them.

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This is what it is: The product

The product is hailed as the star, and luxury brands often take to the composition or essentials of their product in their copies. Why does this rudimental trick work? Detailing a product is a fool-proof way to reach out to hard-core loyal fans, and functions well to achieve pivotal goals of copywriting: to inform and sell.

Source : The product is the star in BMW’s copy. (Source: https://www.instagram.com/bmw/)

The BMW X3 for instance, is presented here with its stunning technology and features. Writing about an acceleration that can jump from 0-100 km/h in a swift 4.8 seconds, with a whopping 360 hp can make a car buff’s heart throb easily. In addition, this can also prove to be ‘useful’ information for someone who is planning to buy the automobile.

Sometimes, you don’t stand apart; you stand out!

Sometimes, the brand’s identity weighs out the people and the product. While it’s important to write along the lines of prescribed brand tone for every brand, for some of them, their very identity becomes the defining component of a copy.

Hermès is the best example of this approach to luxury copywriting. With a majorly catchy, fun and playful throw in its copy, the brand stands out and brings a vibrant, refreshing persona, in sync with its contemporary identity. For instance, it makes suiting up a fun ritual, as opposed to the highly formal vibe given out by most of the luxury brands. More importantly, the copies are usually very crisp, which ensures higher chances of reading them. This copy with a pun is a definite winner!

Source : Hermès usually has a playful, contemporary vibe to its copy. (Source: https://www.instagram.com/hermes/)

While copywriting is an art, it’s not an exception when it comes to technicalities. However, these vary too, depending on how a brand wants to be perceived, and on how it is already perceived. Here are a few technical aspects to look at while copywriting for a luxury brand:

1. Research: Study everything! Look at what’s working for you and what’s not working for you. Look at how the competitors are doing. Look at the numbers and the sentiments. Go ahead and experiment, especially if you have a feeling it’ll explode! (In a good way, of course.)

2. Selecting the right words: Words have to be carefully selected, stringed and presented in order for the copy to be effective. Here are a few words used commonly in luxury copywriting:

• Classic
• Craftsmanship
• Dream
• Elegant
• Excel
• Experience
• Inspire
• Power
• Royal
• Signature
• Superior
• Timeless
• Unique
• Ultimate

In the end, it comes down to the purpose of the copy, the target audience and the brand’s voice. Feel free to break away, but make sure it’s consistent with the brand’s identity.

3. Hashtags: Use hashtags that are consistent throughout the posts. Popular luxury brands have already positioned themselves in the hearts of their consumers, so the most essential hashtag is the brand name itself. You can go on and add the name of the collection, the campaign, or the person in the frame.

With Instagram ruling the advertising scape, a lot of luxury brands are leaving no stone unturned to mark a strong presence on the platform. Facebook and Twitter are used less frequently. Luxury copywriting also arms out to YouTube, where brands curate some of their best video content. No matter what the platform is, the most important aspect of copywriting is ideation. Build an atmosphere in your head, and deliver it to your target audience. It’s important for them to imbibe the emotion you’re selling, which is often synonymous with that of the brand’s portrayal. Nail the emotion, hammer the position- and you’re good to go!