Many consider LinkedIn solely for professional networking and job hunting, but luxury brands can utilize this powerful platform to advertise their niche products. With a few simple tips, your luxury product ads will reach the right people, helping you build a solid client base. Here’s what you need to know before launching your next luxury brand ads on LinkedIn.
Embody the Luxury Brand
People become loyal to high-end products, as well as to the brand itself. To successfully promote your luxury brand over a long period of time, all communication and public material will need to remain cohesive and brand-specific, including LinkedIn ads. Before creating your ad, ensure you have robust and consistent brand guidelines that reflect the company’s heart and soul. Colors, tone, sounds, images, and copy need to remain in line with what your luxury brand stands for so your audience – new and old – will be able to quickly recognize the product as one of yours.
Let the Product Take Center Stage
Consider advertising campaigns launched by drink companies, clothing brands, outdoor gear makers, or restaurants. They are selling an experience, a feeling, or an accomplishment that any new owner can attain upon purchase of the product or activity. The article of clothing, menu items, or beverage takes a backseat to the curated concept.
Luxury product makers don’t want to follow this formula, because while selling a certain feeling, they are confident that their product can do the talking on its own. Luxury brand items like handbags, watches, shoes, etc, are likely hand-crafted with intricate detail that would otherwise be lost in the background of a complex ad. Let your product take up the most space on the page and spotlight key details like materials, textures, and patterns that set your item apart.
Design for All Modes of Viewing
Considering that LinkedIn is a professional-oriented service, your potential viewers might stumble upon this ad during the workday on their phones or desktops, with the sound off. Don’t rely heavily on audio for your ad; use creative techniques to get your message across with onscreen text. Subtitles can boost engagement and lift up ad performance.
Use a Cool Color Palette
Find the cool tones in your brand’s color palette and use these when designing your ad. Studies show that blue tones and colors imbue a sense of calm and peace. Navy, gray, sky blue and similar shades can also communicate a more professional tone, aligning your product with many of the users on LinkedIn.
Travel Behind the Scenes
Luxury products aren’t mass-marketed or produced. Invite your potential customers into the process from start to finish. Allowing them to peek behind the curtain builds trust and excites people. Suddenly, they’re in the know and not just purchasing another throw-away item from the internet. Instead, they are learning about the craft and artistry behind the product, while also feeling connected to the people who made it. Some brands may consider testing their item via video format to demonstrate how well it performs (and to further build trust and confidence).
Slow and Steady
Luxury doesn’t move quickly – it unfolds slowly. Imagine a fast-paced video promoting diamond earrings or a yacht. Talk about jarring and confusing. Luxury product advertisements should be well-timed and slow-paced, building anticipation for the final reveal of the product and communicating to the viewer that this product is worthwhile.
With these considerations in mind, you’re set to design and launch your next luxury product ad on LinkedIn. Have fun with it, and remember that your product is worthwhile.