Lifestyle, not products, is the key social media trend.

Brands using parcel delivery and courier services are increasingly focusing their social media campaigns on lifestyle, not on products, according to new findings.

WaveMetrix's quarterly report for the last three months of 2010 reveals a growing trend among premium brands to using social media to show the lifestyle that embodies their products.

The research also found that linking social media back to the real world helps to drive engagement, with some brands organising live events to fuel online activity.

"Ralph Lauren and Smirnoff invited consumers to participate in 4D light shows and night life exchanges respectively, while brands like HMV used Twitter and Facebook to promote smaller in-store events," noted WaveMetrix.

Competitions and giveaways continue to work effectively, the report said, while it also found that some brands are successfully monetising social media.

The news comes after eMarketer reported that retailers are increasingly using social media to tailor and personalise the online shopping experience.

Posted by Lucy Pritchard

Article Added: 12/01/2011 16:42:22