Even if you didn’t watch last night’s Grammy Awards on TV, you were sure to see all the stars and red-carpet looks. Along with the usual print outlets quick to put out best and worst dressed lists of the night, Instagram provided another area for big-name brands to drive awareness and garner positive attention.
Balmain is one brand that stood out this year on the digital red carpet, dressing Kylie Jenner and Katy Perry in light-pink looks that got people talking. The brand shared shots of the celebrities in both Stories and its regular feed; it also created a new highlight to save the Stories from the Grammys on its profile as a means of further capitalizing on the awards show buzz.
This brand strategy makes sense. Instagram is the top platform for brands to reach and engage consumers, accounting for 97% of all social media interactions for brands in Gartner L2’s Digital IQ: Fashion Global last year. These interactions came primarily through influencer-tagged content; however, there seems to be a lack of diversity in this influencer content. Over half of the content examined in Gartner L2’s study was event-based, as brands recognized that consumers were less interested in the highly editorialized content of celebrity ad campaigns.
Kylie drove the most interactions, with mentions across social networks peaking last night. However, some of that may just be good timing. While all of the Kardashians are notorious for their outsized following, Kylie has been a particular focus lately, with rumors of a possible engagement swirling over Super Bowl Weekend as boyfriend Travis performed at halftime. As brands tailor their strategies to stand out in the ever-saturated environment of influencer content, Kylie certainly isn’t a novel idea, but she still proves her ability to capture attention.
Katy Perry, on the other hand, provided some A+ meme content. However, the superstar decided to own it, even sharing one of the best mockeries on her own Instagram feed.
As brands look to diversify content and capture the short attention spans of today’s consumers, they’re are doing what they can to stand out. When users scroll through their Instagram feeds, the most exciting looks drive the conversation, whether they’re Kylie or Katy.