Fine & Country has achieved remarkable success through its innovative social media strategy, which has significantly grown the brand’s digital presence.
The company’s focus on lifestyle-led, influencer-driven marketing has significantly enhanced its brand visibility and engagement across various social media platforms.
Fine & Country’s marketing strategy revolves around the understanding that property investment goes beyond just buying a home; it’s about embracing a lifestyle. This philosophy underpins the company’s video marketing strategy, which has been instrumental in showcasing properties online, particularly in the prime property sector.
Sophie Davies (main picture), Head of Social Media and Content at Fine & Country, says: “Our lifestyle marketing approach sets us apart from our competitors. By focusing on the lifestyle a property offers, we create a more compelling and relatable narrative for our audience. This strategy has been pivotal in our social media success.”
According to Davies, video content has been a cornerstone of Fine & Country’s marketing efforts on social media platforms.
“Short-form videos, such as Reels, TikToks, and YouTube Shorts, have been highly effective for brand awareness. Approximately 70% of users viewing our Reels are not followers when they first encounter the content. Meta’s algorithm promotes this content to non-followers, significantly increasing the brand’s visibility, reach, engagement, and follower count,” she adds.
LONG-FORM VIDEO CONTENT
This year, Fine & Country has also placed a strong emphasis on long-form video content. The Luxury Home Tour Series has been a standout success, featuring presenters Elizabeth and Holly as they explore some of the most unique and impressive properties listed by Fine & Country across the UK.
Through strategic partnerships, this series has not only captivated audiences but also aligned Fine & Country with other prestigious brands such as Aston Martin, Bentley, Porsche, and most recently ByRotation, providing designer clothing for presenter and influencer Elizabeth Warburton.
“Our collaboration with luxury brands enhances the overall aesthetic and appeal of our videos,” says Davies. “We carefully select brands that share our brand values and enhance the presentation of a lifestyle that best resonates with our audience.”
ONLINE SUCCESS
The success of The Luxury Home Tour Series has been reflected in Fine & Country’s YouTube metrics for 2024. The company has seen a 136% increase in subscribers, a 142% rise in views, and a 109% boost in watch time compared to the previous year. These figures underscore the effectiveness of Fine & Country’s video marketing strategy and its appeal to a growing audience.
“Video marketing is crucial to achieving maximum exposure for our properties, engaging our audience and delivering a high-quality marketing strategy for our clients. As a global brand, we can assure Fine & Country customers that we have the expertise to effectively market their property on a local, national and international scale,” adds Davies. “Our significant growth in YouTube metrics is a testament to the power of our content and the effectiveness of our strategy.”
Fine & Country’s innovative approach to social media and video marketing continues to set new standards in the property market, highlighting the importance of lifestyle-driven content in today’s digital landscape.
