Let’s break it down and, more importantly, talk about what luxury marketers should be doing about it.
The Reality: Follower Growth Is Flatlining
According to Bain & Co., luxury brands have seen a 90% decline in follower growth since 2022. Engagement rates are also slipping and are down 40%. Brand-related searches are declining too, with over 40% of luxury players reporting drops in brand-related search volume.
But these numbers don’t mean your audience isn’t paying attention. It just means they’re engaging in new, less obvious ways.
Why This Is Happening
The Algorithm Is In Charge Now
Platforms like Instagram and TikTok have shifted hard into algorithmic content delivery. That means users are fed content based on their behavior and interests, not who they follow. The result? Your content can reach millions, even if your follower count doesn’t budge.
Luxury Is a Passive Pleasure
Luxury audiences, particularly younger ones, often don’t follow the accounts they consume. They watch, share, and admire, all without ever tapping follow. For aspirational audiences, brand content is window shopping, and doesn’t need a follow to feel satisfying.
The Market Is Tapped Out
Luxury’s core audience is relatively small, and many brands have already captured it. New growth will come from new audiences, particularly Gen Z. But Gen Z plays by different rules — they care less about prestige and more about authenticity, values, and community. That means follower growth will look different, too.
Followers ≠ Relevance
If you’re still using follower count as your north star, it’s time to recalibrate. Today, relevance shows up in non-follower reach, shares, saves, and comments. Your real influence lies in how your content travels, not how many people hit follow.
What To Do Instead
Lean Into the Algorithm
Use the algorithm to your advantage and optimize content for platform discovery. Use trending audio, search-friendly captions, and platform tools (like TikTok’s Social Search product) to extend your reach. Don’t create just for your followers — create for the feed.
Redefine Your KPIs
Shift your focus to engagement-first metrics. These numbers tell a much richer story than follower growth ever could. Consider using the following for KPIs to measure success:
- Non-follower reach
- Shares and saves
- Comment quality and volume
Run Paid with Purpose
Paid social isn’t just for conversions — it’s also your best friend for engagement. Tools like TikTok’s Spark Ads let you amplify existing, high-performing content in a native way. Boosting top-performing posts on Meta can also drive visibility with new audiences and increase meaningful interaction. Just make sure your creative is strong — high production doesn’t always mean high performance.
Refresh Your Content Strategy
Content feeling stale? It might be time to rethink your content pillars. Introduce formats that align with culture, storytelling, or education — not just polished brand imagery. Give people a reason to interact. For luxury, behind-the-scenes moments, craftsmanship spotlights, and sustainability initiatives can drive emotional resonance.
Media for Follower Growth Still Works, But Only When Done Right
While it’s no longer a primary performance goal, follower growth can still be driven intentionally. Use Recruitment media objectives to reach lookalike audiences. Better yet, use Creator Partnerships to scale impact. When a creator posts organically about your brand, retarget their audience — or build lookalikes — to turn passive viewers into followers.
Upgrade How You Measure Success
It’s time to move beyond the basics. Use social listening tools to dig deeper:
- Content Resonance Audits: Is your content showing up in algorithmic feeds?
- Incremental Reach Reports: How much of your reach is from non-followers?
- Shareability Scores: Are people saving or resharing your content?
These insights give you a more accurate view of how your brand is performing in today’s algorithm-driven world.
Final Thoughts: A New Era for Luxury on Social
The luxury audience hasn’t disappeared — it’s evolved. The challenge isn’t that people don’t care about your brand; it’s that they’re engaging on their own terms. They scroll, save, share, and admire without ever following you.
Luxury brands must meet their audiences where they are — not just where they used to be. By shifting your strategy, KPIs, and mindset, your brand can stay ahead of the curve — and maybe even set it.