Social Media In The Apparel Industry Statistics

72% of consumers use social media to discover products [1]

80% of social shoppers say social media influences what they buy [2]

54% of social browsers use social media to research products before buying [3]

71% of people use social media to help them decide what to buy [4]

44% of social media users say they’ve bought an item after seeing it on social media [5]

40% of Instagram users say they discover new products on Instagram [6]

60% of consumers say they are more likely to buy from a brand if it has social media content relevant to them [7]

34% of users follow brands for deals or promotions [8]

26% of Instagram users said they follow fashion brands on Instagram [9]

32% of social media users use it to find discounts [10]

48% of consumers say they have purchased from an online retailer because of social media [11]

45% of consumers say social media ads help them find products [12]

58% of consumers say they’re more likely to purchase after seeing a brand’s posts [13]

63% of shoppers want more information about products on social media [14]

33% of consumers use social networks to find out about new products [15]

38% of consumers have purchased a product after watching a video on a social network [16]

73% of marketers believe consumer-generated content (UGC) is effective [17]

76% of people who search for a brand on social media say it affects their purchase decisions [18]

49% of consumers say they’ve used social media to research before buying [19]

62% of adults say social media is a good way for businesses to reach them [15]

53% of shoppers want to see reviews from customers in social media posts [20]

57% of consumers say they prefer brands to respond on social media [21]

64% of Instagram users use the platform to follow products and services [22]

41% of shoppers said they have purchased products they discovered via influencer posts [23]

39% of consumers say they often rely on influencer recommendations [24]

48% of Instagram users said they use it to search for brands [25]

68% of people say content on social media makes them feel more connected to brands [26]

36% of consumers say they follow fashion and apparel brands on Instagram [27]

29% of consumers said they purchased clothing through social media [28]

51% of marketers say social media helps their brand visibility [29]

70% of consumers buy at least once per month after seeing content on social media [30]

43% of consumers said social media posts make them want to try a product [31]

35% of respondents use social media to get customer support [32]

25% of consumers said they used social media to purchase apparel [33]

62% of social media users say they’re more likely to purchase from brands they follow [34]

69% of consumers say they would recommend a brand based on their experience with it on social media [26]

57% of marketers say they use social media to acquire customers [35]

56% of social media users say they have watched a product-related video to make a purchase decision [36]

41% of consumers say they feel more connected to brands when they respond to them on social media [37]

55% of consumers want brands to post more product-focused content on social media [38]

47% of online shoppers say they use social media to research fashion before buying [39]

33% of apparel shoppers said social media ads influence their buying decisions [40]

74% of consumers feel more positive about a brand when they see it actively posting on social media [41]

Instagram Stories have a higher completion rate than feed posts, with ~85% completion (benchmark) [42]

TikTok videos are watched to completion more often than typical short videos (study) [43]

On Instagram, posts with video see higher engagement than photos (benchmark) [44]

Hashtag usage: Instagram posts average about 8 hashtags [45]

Instagram Reels are viewed by 2 billion people monthly [46]

TikTok has daily engagement with 1.1 billion average daily time spent globally [47]

The average engagement rate for fashion hashtags on Instagram is 2.1% (study) [48]

UGC posts have 4x higher engagement than brand-created content (benchmark) [49]

Consumers prefer seeing UGC 2x more than brand content [50]

64% of consumers say they’re more likely to buy when brands provide content that entertains, educates, or inspires [51]

55% of people say they learn about products through short-form videos [16]

54% of social media users say they want to see more authentic content [52]

72% of marketers say they use short-form video [53]

62% of marketers say Instagram is their most important social channel for video [54]

60% of marketers use carousel posts on Instagram [55]

83% of people watch video without sound (study) [56]

Subtitles can improve watch time by 12% for videos (benchmark) [57]

45% of Instagram users say they’d like brands to use more “how-to” content [58]

38% of people engage with social media content via comments rather than likes (benchmark) [59]

25% of engagements happen via shares (benchmark) [60]

Average time to respond to social media inquiries is 10 hours (benchmark) [61]

45% of consumers expect a brand to respond to messages within an hour (study) [62]

69% of consumers prefer to message a brand on social media rather than call (study) [63]

37% of brands use live streaming to connect with customers [64]

48% of marketers say live video performs best for engagement [65]

65% of users visit a brand’s profile after seeing them on ads [66]

In 2024, US social commerce sales are projected to reach $55.6B [67]

US consumers spent $40B on social commerce in 2023 [68]

Social commerce accounted for 6.9% of total ecommerce in the US in 2023 [69]

In the US, social commerce sales are projected to reach $76B by 2025 [70]

Instagram users bought products via social commerce features in 2023 at $25B (estimate) [71]

Pinterest “buyable pins” contributed to social commerce sales growth [72]

Facebook Groups have over 2.1B monthly active users worldwide (Meta) [73]

The average apparel shopper engages with influencer content at least once per month (survey) [74]

Fashion/beauty are top categories driving social commerce adoption (industry report) [75]

Over 70% of social shoppers in fashion say they buy after seeing products on social [76]

Apparel brands that use social media marketing increase revenue by 20% on average (study) [77]

25% of consumers have purchased clothing after seeing it on social media (survey) [78]

36% of fashion shoppers use Instagram to shop (survey) [79]

US ecommerce apparel social share of product discovery is 34% (report) [80]

48% of millennials have purchased apparel due to social media [81]

53% of Gen Z have purchased apparel after seeing it on TikTok [82]

39% of US consumers have bought clothing via Facebook [83]

41% of US consumers say Instagram ads influenced their clothing purchase [84]

30% of fashion retailers say social media drives online sales (survey) [85]

58% of apparel companies use social media advertising (survey) [86]

64% of apparel marketers say social media is important for building brand awareness [87]

47% of apparel brands use influencer marketing [88]

72% of luxury apparel brands post video at least weekly [89]

30% of apparel sales are influenced by social interactions (estimate) [90]

46% of apparel marketers say they measure ROI from social media [91]

38% of apparel marketers use UGC for advertising (survey) [92]

2.1B monthly active users for Facebook Groups (Meta) [73]

US social media ad spend projected to reach $56B in 2024 [93]

TikTok ad revenue projected to exceed $17B in 2024 (industry) [94]

Instagram ad spend projected to reach $24B in 2024 (industry) [95]

Meta’s revenue in 2023 was $134.9B (company report) [96]

TikTok’s parent ByteDance estimated revenue $80B in 2023 (industry report) [97]

Pinterest’s advertising revenue for 2023 was $1.2B (annual report) [98]

Etsy sellers can use offsite ads to increase conversion (platform stats) [99]

Shopify merchants use social media channels for 46% of referral traffic (report) [100]

Depop users engage with social fashion content heavily (platform stat) [101]

Clothing and apparel brands are among the most advertised categories on Facebook [102]

Instagram ads reach 1.478 billion accounts monthly [103]

TikTok has 1.56 billion active users, supporting ad reach [104]

Meta reported 3.7B daily active people on at least one of its apps (Facebook/Instagram/WhatsApp) [105]

Average engagement rate on Instagram for fashion brands is around 1.9% [106]

Average engagement rate on TikTok across industries is 5.2% [107]

Average CTR for Facebook ads is about 0.9% [108]

Average click-through rate for Instagram ads is about 1.08% [108]

Average conversion rate for retail ecommerce ads is 1.2% [109]

98% of marketers use social media for marketing [110]

81% of brands use social media to market their products [111]

Social media ads account for a large share of digital ad spending in retail [112]

The average CPM for Facebook ads in the retail industry is $7.19 [113]

The average CPM for Instagram ads in the US is $8.67 [108]

The average CPA for fashion retail ecommerce campaigns is $45 [114]

67% of marketers say social media has generated leads [29]

55% of marketers use social media to drive website traffic [29]

60% of marketers say they get customers through social media [115]

42% of marketers say social media is used to support product launches [116]

73% of US marketers say video content performs better on social media than other content types [117]

Retailers use UGC to increase conversion rates, with studies showing up to 2x lift [118]

Shoppers exposed to 3–5 influencer posts are more likely to buy (study) [24]

Influencer marketing generates $5.78 in revenue per $1 spent (benchmark) [119]

39% of consumers said they discovered brands through influencer content [120]

78% of marketers plan to increase influencer marketing spend [121]

51% of consumers want to see more video content from brands [16]

70% of people say they want to learn about products via video [16]

81% of SMBs use social media for marketing [122]

64% of marketers say social media is an important channel for customer acquisition [123]

46% of all internet users use social media for entertainment [124]

33% of marketers say social media is their most important marketing channel [125]

4.7 billion people use social media worldwide [124]

Instagram reached 2 billion monthly active users [126]

TikTok has 1.56 billion monthly active users as of 2023 [127]

Facebook has 3.07 billion monthly active users (as of 2024) [124]

YouTube has 2.5 billion logged-in users [128]

Pinterest has 465 million monthly active users [129]

Snapchat has 422 million monthly active users [130]

WhatsApp has 2 billion monthly active users [131]

62.3% of the world’s population uses social media (active social media users) [124]

There are 5.04 billion unique mobile connections worldwide [124]

Global average time spent on social media is 2 hours 23 minutes per day [124]

US adults spend 2.2 hours per day on social media on average [132]

TikTok is used by 68% of US adults aged 18–24 [133]

Instagram is used by 71% of US adults aged 18–29 [133]

Pinterest is used by 38% of US adults aged 18–29 [133]

Snapchat is used by 60% of US adults aged 18–29 [133]

62% of Instagram users are female [103]

53% of TikTok users are female [104]

74% of Pinterest users are female [134]

Instagram is accessed by 35% of US adults who use social media [133]

TikTok is accessed by 27% of US adults who use social media [133]

Pinterest is accessed by 20% of US adults who use social media [133]

Facebook is accessed by 62% of US adults who use social media [133]

YouTube is accessed by 83% of US adults who use social media [133]

Social network usage is highest among 18–29-year-olds at 86% [133]

83% of 18–29-year-olds use TikTok at least occasionally [133]

76% of 18–29-year-olds use Instagram [133]

59% of 18–29-year-olds use Snapchat [133]

31% of 18–29-year-olds use Pinterest [133]