Luxury brands were right to be skeptical of influencer marketing. For years, the practice meant gifting suites, discount codes, and a rotating cast of creators promoting a protein powder one day and a five-star resort the next. None of it looked like luxury, and most brands that valued their image kept a careful distance. That distance is now costing them. Nearly 80 percent of luxury buyers engage with content from social personalities before making a purchase, and the influe

For years, every luxury brand on Instagram lived with the same quiet frustration. Your profile grid, the single most viewed page of your brand's social presence, was arranged by posting date and nothing else. A stunning campaign image slid down the grid the moment you posted a routine announcement. The only fix was to delete and repost, a workaround so common it became an industry habit. That era is over. In June, Instagram finished rolling out grid reordering globally, a fea

Why luxury retail requires a fundamentally different social media approach from ordinary retail, and what that means for brands online.

Last week, Meta introduced Muse Image, the first image generation model from its Superintelligence Labs, and confirmed the tool will soon be available to advertisers through Advantage+ creative. The message to brands could not be clearer: AI-generated ad creative is no longer a novelty. It is becoming the default infrastructure of the world's largest advertising platform. Meta says more than 8 million advertisers already use at least one of its generative AI tools. In the com

How a luxury brand should respond to negative comments and reviews online, protecting its reputation with grace rather than defensiveness.

Practical guidance on photographing a luxury property for social media, capturing atmosphere and detail that make guests feel a place before they arrive.

Why luxury brands should turn social media followers into email subscribers, and how to build an owned audience without cheapening the brand.

Why Pinterest is an overlooked opportunity for luxury travel and hospitality brands, and how to use it to reach affluent travellers in the planning phase.

How often should a luxury brand post on social media? Why consistency and quality beat frequency, and how to find the right cadence for your brand.

The social media shifts that genuinely matter for luxury hospitality brands, and how to respond without chasing every passing trend.

The categories of tools every luxury brand needs to manage social media well, from planning to editing to analytics, and how to choose within each.

Should a luxury travel brand be on Instagram, TikTok, or both? A clear guide to where your focus and energy will actually pay off.

Paid social can work for luxury brands, but most approach it wrong. The common mistakes, and how to advertise without cheapening a premium brand.

A luxury brand can have flawless photography and still undermine itself in a single line of text. The image evokes something rare; the caption announces a special offer. The spell breaks instantly. Captions are where most luxury brands reveal that they don't quite understand their own market. Here's how to write them properly: copy that builds desire, attracts the right client, and never once sounds like it's selling. Never describe what the image already shows The most commo

Few businesses have a more natural relationship with social media than a beautiful restaurant. The food is photogenic, the room is atmospheric, and guests are already photographing everything. And yet fine dining establishments and private members' clubs consistently get their presence wrong, either by posting like a casual eatery chasing foot traffic, or by staying almost invisible in the name of exclusivity. Both are mistakes. Here's how luxury restaurants and private clubs

Ask most brands how their social media is performing and they'll tell you their follower count. It's the number everyone knows, the one that feels like progress. And for a luxury brand, it is very close to meaningless. A luxury property with 200,000 followers who will never book a suite is losing to a property with 8,000 followers who will. Understanding why and knowing what to measure instead changes how you evaluate everything. Why follower count misleads Followers are easy

Open any luxury brand's Instagram profile and you know within a second whether it's the real thing. Not because of what any individual post says, but because of how the whole thing feels. That instant, wordless judgment is the aesthetic at work, and for a luxury brand, it's the difference between being trusted and being scrolled past. The good news is that a luxury aesthetic is not a mystery, and it isn't about having the biggest photography budget. It's about a handful of ch

Choosing who manages your social media is not a vendor decision. For a luxury brand, it is handing someone the first impression that every prospective guest, client, and customer will form of you. Get it wrong and the damage is slow, quiet, and expensive. Many luxury brands have already been burned once, hiring a capable generalist agency and receiving content that felt nothing like their brand. If you're evaluating an agency now, here is what actually matters, and what shoul

If you run a boutique hotel, you've felt it: the sense of being invisible next to the major hotel brands. They have marketing departments, six-figure budgets, and a presence everywhere you look. It's easy to assume you simply can't compete on social media. Here's the truth most boutique hoteliers don't realize: on social media, your size is an advantage, not a disadvantage. The very things that make a large chain large are the things that make it forgettable online. Here's ho

Most luxury brands start by managing social media themselves, or handing it to a busy team member as one more responsibility. In the early days, that works. But there comes a point where doing it yourself quietly starts costing the brand more than it saves in time, in missed opportunity, and in perception. If you're wondering whether your brand has reached that point, here are the clearest signs it's time to bring in a specialist partner. Your feed no longer matches your bran