ALL ABOUT ANTHONY HYMES, META GLOBAL CLIENT PARTNER- LUXURY
The intersection of social media and luxury is one of the most exciting spaces in the digital world, and at the forefront is Anthony Hymes, Global Client Partner at Meta, working with powerhouse brands like Gucci, Balenciaga, and others in the luxury sector. Hymes, who began his career in beauty with L’Oreal and Shiseido, has a deep understanding of the digital ecosystem that luxury brands now navigate.
Today, 3.19 billion people use at least one Meta platform daily, making platforms like Instagram a prime space for brand engagement. But according to Hymes, growing an audience on Instagram and other Meta platforms involves strategy, adaptability, and nuanced storytelling.
Instagram Today: Building an Audience for Luxury Brands
Hymes emphasizes that luxury brands shouldn’t jump on every trend; instead, they should focus on maintaining brand equity. There’s no formula for success, but understanding platform behaviors and knowing how to speak the language of Instagram is essential.
"Everything competes with everything," Hymes says, referencing how users scroll through around 90 meters of content daily. To stand out, he advises brands to:
- Define their audience.Who is the brand speaking to, and what do they care about?
- Focus on creating meaningful, shareable content. Prioritize educational posts and captivating, visually striking reels.
- Use color strategically. Pink, orange, and purple have shown strong engagement on Instagram.
Hymes also encourages brands to experiment with visual trends like surrealism, combining 3D animation in real-world settings, and using enchanting editing techniques like fast cuts. According to him, “the faster the cuts, the better”—these techniques capture attention in those crucial first seconds of a video.
Key Insights on Reels and Stories
Reels are a central component of Meta’s platforms. About 80% of people consume Reels with sound on, and trending audios often perform best. Hymes notes that Reels have high organic reach, extending beyond the brand's immediate follower base, making it a key tool for discovery.
Stories, too, play an important role, especially for Gen Z users who spend as much time messaging directly as they do scrolling feeds. Interactive content, like polls, also tends to perform well, especially with younger audiences.
Building a Luxury Brand’s Digital Story
Luxury brands must diversify their storytelling throughout the funnel, crafting a digital presence that resonates with diverse consumer expectations. Hymes highlights several pillars that are especially important for beauty brands, from clean and effective formulations to inclusivity, creativity, and sustainability.
- Clean Beauty: Consumers are increasingly aware of ingredients, and social media is a space where brands can showcase their commitment to clean, sustainable beauty.
- Effectiveness: More than ever, consumers want evidence that products work. Social media enables brands to share in-depth content about research and innovation.
- Inclusivity: Luxury consumers expect a brand that is open to everyone, and social media allows brands to show the diversity of their communities.
- Sustainability: Transparency around sustainability is crucial. Social media allows brands to communicate their environmental efforts directly to consumers.
- Affordability: While luxury may be a priority, consumers remain price-sensitive, and social platforms allow brands to engage in ways that make them feel accessible.
The Rise of AI in Luxury and Beauty
AI is becoming a vital tool in the luxury industry, improving everything from the customer experience to product development. Meta, in particular, is pioneering AI advancements for the beauty industry. Through AI-powered beauty assistants, brands can offer personalized product recommendations and tutorials, making the customer experience richer and more tailored.
Meta has even created “AI Characters,” enabling fans to interact with AI versions of celebrities. These AI assistants can answer frequently asked questions, engage with followers, and provide a unique, scalable customer interaction model. For example, you could “talk” to an AI version of a famous chef or athlete, giving the experience of a celebrity conversation through AI.
Final Thoughts: Staying Ahead in Luxury’s Digital Landscape
For Hymes, the future of luxury on digital platforms requires a deep understanding of audience, quick content consumption, and creative storytelling. As he puts it, “Social media is a canvas to tell your story.” By front-loading content to capture attention, incorporating sound, and keeping relevance at the forefront, luxury brands can leverage platforms like Instagram to connect meaningfully with their audience in a fast-evolving digital space.
From beauty and fashion to technology, the luxury sector has never been more accessible, personal, and dynamic— and thank you to Anthony Hymes for sharing such interesting insights!
