The accessible and ‘always on’ nature of social media seems slightly at odds with the world of luxury fashion and beauty.

Perhaps understandably, luxury brands tend to be a little more cautious when it comes to how and what they share on social.

However, with a large percentage of shoppers now being influenced and even making decisions based on what they see online, social is a hugely important tool for luxury brands looking to deepen consumer engagement.

Back in 2017, Chanel was named by Insightpool as the most influential luxury brand on social media (based on overall engagement), topping the list above others like Louis Vuitton and Christian Siriano. At the time, the brand had 40.8 million followers on Twitter and Instagram alone. As we head into 2020, this number has grown to 51.9 million.

So, how is Chanel standing its ground against growing competition on social from luxury brands. And what is keeping users so engaged? Here’s a few reasons behind its social winning strategy.