Social forecast L2 Think Tank’s latest social media report makes the case that Instagram is beginning to outstrip veteran platforms because of its proliferating and attractive user base, high engagement levels and ecommerce conducive format.Visual commerce company Olapic collaborated on the report with insights, such as user-generated images presented on brand Web sites increase conversion by 5 to 7 percent and boost average order value by 2 percent. Luxury fashion brands such as Michael Kors, Burberry, Louis Vuitton and Marc Jacobs have emerged as dominant Instagram players, suggesting that Instagram is ideal for an “evolved form of window-shopping” (
see story).Similar to any marketing area, the brands struggling can borrow ideas from those in the lead."Bobbi Brown, Clinique, Estée Lauder and MAC Cosmetics all maintain robust ecommerce sites for the French market," Ms. Rosen said."Brands in the Estée Lauder portfolio own the highest average share of results on Google.fr for brand search terms," she said.
Final Take Joe McCarthy, editorial assistant on Luxury Daily, New York