Luxury Social Media Is Setting New Standards
Brahmin's content makes luxury feel so accessible.
Social media will always be about relatability. That's not a hot take, but I don't think a lot of people truly understand what "relatable" means. A brand by itself can never be relatable. People don't remember "oh, this brand did great content," they remember "oh, did you see that reel?" This is where I feel Brahmin has conquered the social media space, because they're not making "brand" content for social media, they're making social media content for their brand.
The biggest kicker here is that Brahmin isn't really a true "luxury brand" in any sense. Their products sit well under the price range of most luxury bags today. But the way their content is presented to you, you would never know that unless you did a comparative study.
And when I say they're relatable, none of their content stands out as branded content to the ordinary consumer. It's all things you would see your local influencer or friend posting. Maybe the production might get crazy at times, but for the most part it is good content that doesn't need 60 people to be involved for it to be executed.
This reminds me a lot of a principle I learnt while studying design when I was younger: Keep It Simple, Stupid (KISS). It has been repurposed for many different industries at this point, but it holds true even for content creation. We tend to overcomplicate media because we grew up watching ads on television. There aren't any "television commercials" anymore, so stop "scripting" your reels and just start creating something your specific target audience would not feel is out of place on their feed.
Brahmin wins just by the amount of content they've created by keeping it simple.
