Observation #1

 

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What I've noticed

Brands are building community and creating proximity with customers through their social media content.

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Why it is important

One of the strongest expectations among customers today is the ability to actively engage with the brands they prefer. 

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Example

Balmain has built a strong digital community on Instagram by giving audiences access to its brand universe : the creative process, behind-the-scenes content from fashion shows, and collaborations with public personalities who wear the brand (the "Balmain Army"). 

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Through this social media strategy, Balmain modernised its image, reached new audiences and diversified its customer base

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