Social Media Fashion Industry Statistics

Pinterest has over 498 million monthly active users (as of Q4 2023) [1]

Instagram has over 2.35B monthly active users as of Jan 2024 [2]

TikTok has 1.56B monthly active users as of Jul 2024 [3]

Facebook has 3.07B monthly active users as of Q1 2024 [4]

X (Twitter) has 540M monthly active users as of Apr 2024 [5]

Snapchat has 406M monthly active users as of 2024 [6]

YouTube has 2.5B logged-in monthly users [7]

Global social media users are projected to reach 5.04B in 2025 [8]

In 2024, the average US adult spends 3 hours 39 minutes per day on social media [9]

In 2024, the average worldwide user spends 2 hours 24 minutes per day on social media [10]

In 2024, the share of global web traffic from social media is 5.37% [11]

In 2024, 41% of social media users say they need to use social media to make purchase decisions [12]

In 2024, 54% of consumers use social media to research products [13]

In 2023, 64% of consumers say social media posts influence their purchasing decisions [14]

In 2024, 51% of consumers use Instagram to research products [15]

In 2024, 45% of Pinterest users say they use Pinterest to find inspiration for their purchases [16]

In 2024, 75% of people say they shop from brands they follow on social media [17]

In 2023, consumers spend an average of 6.5 hours per week on social media for shopping and inspiration [18]

In 2024, TikTok is the fastest-growing social platform among Gen Z in the US [19]

Instagram Reels reach 1.5B users monthly (estimate) [20]

In 2024, 68% of fashion shoppers use social media for inspiration [21]

In 2024, 58% of consumers follow fashion influencers on social media [22]

In 2024, 32% of users interact with brand content weekly on Instagram [23]

In 2023, the average Instagram engagement rate for fashion is 1.67% [24]

In 2023, the average TikTok engagement rate for retail/fashion content is 9.2% [25]

In 2024, 34% of Instagram users use the platform to help them decide what to buy [26]

In 2023, average Facebook engagement rate for fashion brands is 0.18% [27]

In 2024, 41% of TikTok users have purchased after seeing a TikTok video [28]

In 2024, 46% of Pinterest users say they use the platform to find new brands [29]

In 2024, the average consumer follows 9 brands on Instagram [30]

In 2024, 62% of consumers say they would recommend brands they follow on social media [31]

In 2023, 33% of social media users follow influencers [32]

In 2023, 70% of people buy based on social media recommendations [33]

In 2024, 54% of social browser users are influenced by creator content [34]

In 2024, 35% of social media users discover brands via influencer posts [35]

In 2024, 80% of TikTok users say they take action after watching a video [36]

In 2024, 70% of TikTok users have purchased after seeing content on the platform [37]

In 2024, 60% of consumers say social media content impacts their purchasing decisions [38]

2023 Meta consumer survey: 52% of people said they used Facebook to research brands/products [39]

2023 Meta consumer survey: 36% said they used Instagram to discover brands [39]

2024 Instagram: 83% of users say they discover new products on Instagram [40]

2024 Instagram: 44% of users say they have used Instagram to make purchases [40]

2024 Facebook: 46% of people use Facebook to discover products/brands [41]

2024 Facebook: 38% of people use Facebook to look up local services [41]

2024 Pinterest: 97% of Pinners use Pinterest to plan projects, including purchases [42]

Pinterest: 61% of Pinners say they use Pinterest to make purchase decisions [43]

2024 Pinterest: 39% of Pinners have made a purchase based on Pinterest [44]

2024: 54% of social media users use social platforms to research products [45]

2024: 36% of social media users have used social media to find customer reviews [46]

2024: 41% of social media users find it important that brands respond to comments [47]

2024: 32% of consumers say they made purchases after seeing an influencer endorse a product [48]

2023: 49% of consumers said influencer recommendations impacted their buying decisions [49]

2024: 73% of consumers are more likely to buy from brands with social proof (ratings/reviews) [50]

2024: 60% of consumers say they have purchased a product after seeing it on social media [51]

2024: 26% of Instagram users say they have bought something they saw on Instagram [52]

2024: 25% of US adults bought a product online that they found through social media [53]

2024: 21% of US adults had ordered a product on social media [54]

2024: 15% of consumers purchased directly via social media [55]

2024: 35% of shoppers say influencer content has helped them discover new brands [56]

2024: 46% of consumers say they’ve viewed short-form video to help them decide what to buy [57]

2024: 41% of TikTok users have interacted with a shopping-related video [58]

2024: 28% of Instagram users say they have saved posts to buy later [59]

2024: 33% of Pinterest users say they create a shopping list there [60]

2024: 49% of fashion shoppers say social media helped them compare products [61]

2024: 38% of consumers say they use Instagram stories to decide what to buy [62]

2024: 42% of consumers say they trust creators more than brands [63]

2023 influencer spend specifically on fashion beauty in the US is $2.7B [64]

2024 influencer marketing spend for Fashion & Beauty in the US is forecast at $3.1B [65]

In 2023, 90% of marketers use influencer marketing [66]

In 2024, 63% of marketers plan to increase their influencer marketing budget [67]

In 2024, average influencer campaign ROI is $6.50 per $1 spent (influencer marketing) [68]

2024: brands report an average engagement rate of 2.1% on influencer posts [69]

2024: TikTok influencer campaigns average 3.2% engagement [70]

2024: Instagram influencer engagement rates average 1.6% [71]

2024: YouTube influencer campaign average CTR of 0.9% [72]

2024: influencer content is 22 times more effective than traditional advertising for generating attention (stat) [73]

2024: 49% of consumers depend on influencer recommendations [74]

2024: 33% of marketers say they use influencer marketing for product discovery [75]

2024: 44% of marketers say influencer marketing is the best performing content channel [35]

2023: 18.6% of influencer campaigns result in sales [76]

2024: Micro-influencers (10k-100k) generate 60% higher engagement than larger influencers [77]

2024: 72% of consumers follow influencers on Instagram [78]

2024: influencer marketing budget allocation for brands averages 25% of marketing budgets [79]

2024: Brands using Instagram influencer marketing get 5.2x ROI [80]

2024: 85% of influencer campaigns are measured using engagement metrics [81]

2024: 57% of influencer marketers use creator-generated content across paid and organic [34]

2024: 43% of marketers plan to use more short-form video with influencers [82]

2024: 61% of marketers say they are more likely to use influencer marketing after seeing campaign results [83]

2024: 38% of brands use affiliate links in influencer campaigns [84]

2024: 29% of influencer marketers use whitelisting/UGC rights [85]

2024: 20% of brands use paid partnership models [26]

2024: average cost per sponsored Instagram post is $1,000-$2,000 (micro-mid) [86]

2024: average cost per TikTok sponsored post is $200-$1,000 (micro) [87]

2024: 63% of brands use TikTok for influencer marketing [88]

2024: 35% of influencer content includes product links [89]

2024 social media ad spending in the Fashion & Beauty category is projected to reach $13.3B [90]

2024 social media ad spending in the Fashion & Beauty category is projected to reach $13.3B (US) [91]

2024 social media ad spending in the Fashion & Beauty category is projected to reach $13.3B [92]

In 2024, US social network ad revenues are projected at $82.1B [93]

In 2024, global social media ad spending is projected to reach $223.5B [94]

In 2024, US social media ad spending is projected to be $68.2B [95]

In 2024, TikTok ad revenues are forecast to be $10.7B globally [96]

In 2024, Pinterest ad revenues are forecast to be $1.3B [97]

In 2024, Instagram ad revenues are forecast to be $41.4B globally [98]

In 2024, Snapchat ad revenues are forecast to be $1.9B [99]

In 2024, Meta (Facebook/Instagram) ad revenues are forecast at $189.7B [100]

In 2024, social commerce sales in the US are projected to reach $79.4B [101]

In 2024, social commerce sales in the UK are projected to reach $15.2B [102]

In 2024, social commerce sales in Germany are projected to reach $13.6B [103]

In 2024, social commerce sales in France are projected to reach $10.7B [104]

In 2024, social commerce sales in India are projected to reach $17.6B [105]

In 2024, Pinterest shopping ads are forecast to drive $1.1B in US social commerce [106]

Instagram is projected to drive $34.4B of US social commerce in 2024 [107]

Facebook is projected to drive $18.2B of US social commerce in 2024 [108]

TikTok is projected to drive $13.5B of US social commerce in 2024 [109]

In 2024, social commerce share of ecommerce in the US is projected at 4.6% [110]

In 2024, influencer marketing in the US is forecast to reach $21.6B [111]

In 2024, influencer marketing is forecast to reach $8.2B in the UK [112]

In 2024, influencer marketing spend in Germany is forecast to reach $4.1B [113]

In 2024, influencer marketing spend in France is forecast to reach $3.7B [114]

In 2024, influencer marketing spend in India is forecast to reach $2.9B [115]

Global advertising spend on influencer marketing is forecast to reach $24.9B in 2024 [116]

In 2023, US retail and consumer goods companies spent $2.9B on influencer marketing (US) [117]

In 2024, global retail social commerce is projected to reach $604.4B [118]

In 2024, global social commerce retail share is projected at 8.9% of ecommerce [119]

2024: The average global return rate for online fashion purchases is about 30% [120]

2024: 36% of consumers say they use size charts on brand websites before buying clothing [121]

2024: 25% of consumers use AR try-on to decide whether to buy [122]

2024: 61% of shoppers say AR improves their shopping experience [123]

2024: 74% of marketers plan to increase investment in video [124]

2024: 91% of businesses use video in their marketing [124]

2024: TikTok has a video length cap of 3 minutes (in-app limit) [125]

2024: Instagram Stories viewing: 500M+ accounts use Stories daily (estimate) [126]

2024: Reels: 2B monthly active users (estimate) [127]

2024: Pinterest has “Idea Pins” with a max length of up to 60 minutes? (feature) [128]

2024: Facebook Shops launched across US for businesses [129]

2024: Instagram Live shopping feature availability for US brands [130]

2024: TikTok Shop offers free shipping for US creators (policy) [131]

2024: Pinterest Tag detects conversion events including PageView, ViewContent, AddToCart, etc. [132]

2024: Meta Advantage+ Shopping campaigns optimize to conversions [133]

2024: Meta Pixel supports custom events like Purchase and InitiateCheckout [134]

2024: 62% of marketers say personalization increases engagement [135]

2024: 79% of marketers say they expect personalization to be critical in the future [136]

2024: 45% of consumers say they are more likely to buy from brands that personalize product recommendations [137]

2024: Social commerce adoption by brands: 40% of brands use social shopping features [55]

2024: Number of ecommerce brands using Instagram shoppable posts is 70% (share) [15]

2024: TikTok Shop is available in 9 countries (as of 2024) [138]

2024: Pinterest launched “Try On” feature (Lens) for beauty/fashion; availability [139]

2024: Instagram rolls out “collaborative posts” feature allowing co-posting [140]

2024: TikTok allows shopping via “Product Links” on videos (feature) [141]

2024: Twitter/X supports Shopping features via “Shop module” in posts (feature) [142]