Angèle performs in concert on Instagram Live, an event sponsored by the company Chanel.
Posted: Sun Feb 16, 2025 4:34 am
A source of experiential value
This craze is unsurprisingly of interest to brands, who are seeking to take advantage of this success to further integrate influencers who appear on Instagram Live into their communications.
For example, in early April, the luxury house Chanel nurse database teamed up with the singer Angèle to organize a concert broadcast live on the social network.
This type of virtual event allows the brand to benefit from the proximity between its ambassadors and its commercial targets. Instagram Live thus becomes a lever to generate strong engagement, much more effective than simple photos , and to ultimately increase the perceived value of its products.
Angèle performs in concert on Instagram Live, an event sponsored by the company Chanel.
Two main forms of value are in fact recognized by practitioners and researchers in marketing: utilitarian value and experiential value.
The first, utilitarian value, could take the form of a rational transaction between quality and price, price savings, service excellence, time savings; the second, experiential value, encompasses precisely emotional benefits such as pleasure, beauty, justice, ethics, status, self-esteem, etc., which can be provided by a broadcast on Instagram Live.
This craze is unsurprisingly of interest to brands, who are seeking to take advantage of this success to further integrate influencers who appear on Instagram Live into their communications.
For example, in early April, the luxury house Chanel nurse database teamed up with the singer Angèle to organize a concert broadcast live on the social network.
This type of virtual event allows the brand to benefit from the proximity between its ambassadors and its commercial targets. Instagram Live thus becomes a lever to generate strong engagement, much more effective than simple photos , and to ultimately increase the perceived value of its products.
Angèle performs in concert on Instagram Live, an event sponsored by the company Chanel.
Two main forms of value are in fact recognized by practitioners and researchers in marketing: utilitarian value and experiential value.
The first, utilitarian value, could take the form of a rational transaction between quality and price, price savings, service excellence, time savings; the second, experiential value, encompasses precisely emotional benefits such as pleasure, beauty, justice, ethics, status, self-esteem, etc., which can be provided by a broadcast on Instagram Live.