The performance convention known as ‘breaking the fourth wall’ is well established in modern realistic theatre and is often associated with films like the 1986 comedy Ferris Bueller’s Day Off and the 2013 comedy thriller The Wolf of Wall Street, as well as popular TV shows such as Fleabag and The Office.
The device offers an audience a glimpse behind the imaginary ‘wall’ separating them from the scene, often providing additional insights and context that allow audiences to better connect with the characters and story.
Among communications professionals, this technique is increasingly being used to empower luxury brands to foster deeper connections with their audiences. We chatted with Laura Baker, assistant vice-president of corporate communications for the UK and Europe at hospitality business Shangri-La Group, to find out how communications professionals are lifting the veneer to help brands build credibility.
You have been working in communications for quite some time. What trends do you see in comms, particularly in the luxury industry?
The definition of luxury is changing. It used to be something reserved for the elite, but now it’s increasingly being viewed as deeply human – specifically among younger generations. They want to feel connected to a brand and be part of its story. In response, communications professionals are having to alter their strategies in order to be more transparent, to really speak to this audience.
We’re seeing first-person content really growing. People trust the voices of frontline staff – those who have their boots on the ground. There’s also a demand for brand campaigns to highlight sustainability. Last year we launched a behind-the-scenes campaign which saw child guests at our Oman resorts shadow a full-time ranger who protects two endangered species of turtle. They could help him with his duties, such as protecting nests from predators and checking the temperature of the sand. It was an interactive, immersive experience that had meaning and impact.
Lastly, we’re seeing luxury brands break the fourth wall more intentionally, whether that’s engaging directly with guests on social media or doing a live video telling meaningful, impactful people stories such as artisans explaining their craft. The emphasis now is on credibility and depth, which helps a luxury brand become more human and agile.
What does the concept of ‘breaking the fourth wall’ mean to you as a communications professional?
It means allowing guests and consumers into our world so that they can participate in writing a brand story. Globetrender reports that 90 per cent of luxury travellers want to be participants in a brand as opposed to passive observers.
It’s also an additional content stream; from a comms perspective, it adds another string to our bow that isn’t designed to replace mainstream luxury comms, but to complement it. This creates a much richer story for a brand and I think many of them are waking up to the fact that if they do become more open, they will build brand loyalty, credibility and trust.
Historically, luxury brands have often been considered unreachable. How do the perceptions of younger generations differ?
They’ve definitely redefined what luxury means, but it’s important to note that they still appreciate the craftsmanship and heritage of luxury brands. They’re just more likely to engage with brands that are more open, inclusive and culturally aware. Luxury has to be relevant to them, otherwise it’s not considered luxury.
This is obviously changing our comms strategies. We have to interact with them in the spaces that they’re living in, which is TikTok, Instagram etc and other digital immersive platforms. There’s also a big trend among Gen Z and Gen Alpha towards longform video content and ‘Lo-fi luxury’, which often consists of very raw and natural behind-the-scenes content that resonates with these younger generations, so this needs to become a key part of our strategy too.
How can communications professionals build brand trust?
You have to stick to your brand identity, making sure you’re being open and accessible, but still sharing relevant content. You also need to empower your people to tell brand stories. For example, our hotel in Paris is situated in the old palace of Prince Roland Bonaparte, the grand-nephew of Napoleon Bonaparte. Our concierge team leads complimentary tours of the building for guests who enquire about its history.
It’s about creating candid, original content that allows people into your world which fosters a level of respect between consumers and a brand. If you’re too cagey it sends a warning signal to consumers. There is a risk, but you have to let go of perfection and stick to your brand purpose.
How has social media changed the game for communications professionals?
It has absolutely levelled the playing field because consumers now having access to luxury brands equals relevance. As I’ve already mentioned, Gen Z and Gen Alpha want to emotionally connect with a brand and communicate with them in real-time. They gravitate towards content that is unpolished and spontaneous, which is why TikTok is booming.
Sometimes very simple content is more impactful than complex content that takes days to shoot. There’s a video on TikTok and Instagram of a housekeeper making up a hotel bed that has approximately 2.6 billion views. It’s doing so well because it’s relatable and the precision and perfection that a housekeeper executes when making a bed is inspiring – and it probably only took minutes to film with very little editing.
How valuable or detrimental can unfiltered/unpolished user-generated content (UGC) be to a brand?
It’s extremely valuable, especially in the travel industry as UGC is one of the most authentic and emotionally resonant ways we can connect with our audience. UGC sometimes does better than our own – 60 per cent of consumers actually view UGC as more authentic than a brand’s own content. It’s really critical for comms professionals to establish partnerships with influencers that are based on shared values, tone and visual alignment.
In the luxury space where perception is everything, UGC can sometimes clash with a brand’s visual guidelines or lose control of the narrative if an influencer uses off-brand language or poor-quality storytelling. Comms professionals should use an influencers’ social media feed almost like a résumé to get a good sense of their visual content and tone of voice.
What kind of challenges does breaking the fourth wall pose for comms professionals?
We have to strike the right balance of staying true to a brand’s identity while showing vulnerability, which can be a challenge for a brand’s internal culture. Not every employee wants to share their personal story on camera, so we need to build up our own credibility within our own organisations to garner trust from our colleagues.
Lastly, we need to have editorial disciplines. Just because something is real doesn't mean it should be shared with the rest of the world. We have to ask ourselves whether something will add value if shared externally, or perhaps serve a strategic purpose.