Content Marketing for Luxury Fashion: Content Snacking

In much the same way that food snacks provide us instant gratification to a lavish spread, such is the case with content snacking compared to traditional marketing” states Schanel Bakkouche, founder of SFB Creative as well as an editor and stylist for Vogue Publications. She points to Twitter as the perfect example of content snacking, reinforced by its 140-character limit. “Twitter has saved us from the rambling so often found on the internet and has created a relevant tool to connect repeatedly with others.” And with built-in algorithms, Twitter is easily able to curate large swaths of information and then strategically feed that back to customers. It’s this process that luxury fashion brands can recreate on other platforms as a counterpoint to typical marketing campaigns that rely on long format narratives.

“Due to the fact that we are living in a time where visibility matters most, and there is growing competition in the luxury industry, this is forcing brands to find new ways of developing brand awareness creatively,” says Schanel. She continues, “Content snacking is a different form of communication and should be part of a luxury brand’s strategy to reach their audience.” Just like in the mass market, luxury brands must be part of the ongoing conversation or risk becoming obsolete quickly.