THE INSTAGRAM AUDIENCE OF LUXURY WATCH BRANDS
Deepening your understanding of your audience’s interests can result in better synergies, targeting parameters refinement or the opportunity to explore new types of partnerships and content production. In Q1 2021, DLG embarked on the analysis of the Instagram audience of 10 international watch brands present on the platform (*) and deep dived into the composition of their community. Find some of our findings and insights below.
Of the luxury watch brands reviewed, Rolex, Hublot and Omega are the top three with the most followed accounts, according to the report conducted by DLG (Digital Luxury Group) on the audience insights of luxury watch Instagram followers.
Rolex ranked the highest with 11.4 million followers, followed by Hublot with 5.1 million and Omega with 3 million. TAG Heuer, Audemars Piguet, IWC, Breitling, Patek Philippe, Jaeger-LeCoultre and Vacheron Constantin make up the remaining seven brands in the top ten.
Richer Audience Understanding
The analysis found that of those audiences, 41.3 per cent also followed Nike on the platform, and 36.2 per cent followed Adidas, indicating the potential for watch brands to consider collaborating with brands in different categories to better harness the interests of their audiences.
“Knowing which other brands and industries audiences follow can result in synergies benefiting the brand; reaching different or younger consumers than the traditional ‘horology aficionados’,” says DLG Social Media Executive Christina Giacosa. “From testing new directions when it comes to content creation, targeting parameters or even exploring new types of partnerships (e.g. with media or influencers belonging to the industries most followed), the opportunities to turn these insights into experiments are numerous.”
In an age where influence matters, the leading celebrities followed by luxury watch brand followers in terms of volume include names like Dwayne “The Rock” Johnson, Paul Nicklen, and Cristiano Ronaldo. The report also found that luxury watch brands accounts are followed by influential media accounts like CNN, BBC, GQ, The New York Times, Vogue, Time and The Economist.
“By knowing which specific influencers or celebrities their audiences follow, brands can have a deeper understanding of who their communities are and in turn build more refined ‘brand personas’. It can also help companies in identifying which touchpoints to enhance for a smoother consumer experience,” said Giacosa.
More Focused Targeting
In terms of geography, the majority of followers of these luxury watch brands are based in the United States, Italy, the United Kingdom, Brazil and India, indicating the diverse markets and audiences that these companies brands need to think about when targeting their potential consumers (or wanting to exclude specific ones from their campaigns and activities).
“By adapting simple things such as their posting time, schedule, to even adapting their content type, brands can better target their audience when it comes to geographies,” said Giacosa. “Also knowing their audience exact demographics allows for better targeting during paid campaigns.”
Men make up the majority of the audience following these top 10 luxury watch brands, accounting for 86 per cent compared to Instagram’s average male audience of 42 per cent. And in terms of age, the analysis found that 24 per cent of luxury watch brand followers were aged over 35 per cent compared to the Instagram average of 19 per cent.
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(*) The brands analyzed by DLG were pre-selected based on existing data sets. Other major watch brands with an important following on the platform were not included in this research (e.g. Richard Mille, Panerai, etc.)