Social Media In The Fashion Industry Statistics

2024: 90% of marketers use social media to support marketing goals [1]

2023: 45% of consumers expect brands to address customer complaints publicly on social media [2]

2024: 63% of consumers say they will stop engaging with a brand after experiencing poor customer service online [3]

2023: 79% of consumers trust online reviews as much as personal recommendations [4]

2024: 26% of consumers have unfollowed a brand on social media due to poor content relevance [5]

2023: 33% of consumers say they are more likely to buy from brands that demonstrate authenticity [6]

2024: 42% of consumers say misinformation or exaggerated claims on social media reduces their trust [7]

2023: 74% of consumers say they’re more likely to buy a product if a brand provides complete information online [8]

2023: 58% of consumers say they read terms, policies, or disclosures for sponsored content [9]

2024: FTC enforcement: in 2023, the FTC took action in multiple influencer marketing cases (number of cases 2023 = 10 per FTC “Enforcement” summaries) [10]

2023: 62% of consumers want influencers to disclose sponsored posts clearly [9]

2024: 1.4 million reported cases of child safety issues on social media platforms (global dataset figure) [11]

2023: 29% of US teens say they use social media mainly for entertainment rather than news [12]

2024: 35% of adults feel overwhelmed by social media (stress metric) [13]

2023: 51% of consumers say they care about a brand’s values when deciding to buy [8]

2024: 47% of consumers say they’ve changed purchasing behavior due to sustainability claims online [14]

2023: 39% of consumers say greenwashing claims make them distrust brands [15]

2024: 60% of consumers expect brands to be transparent about sustainability practices [16]

2023: 26% of consumers say they have reported a fake/unsuitable social media advertisement [7]

2024: 41% of consumers say they block or ignore ads due to privacy concerns [7]

2023: 46% of consumers say they’ve avoided purchasing due to privacy concerns in digital marketing [7]

2024: 31% of consumers have concerns about data being collected from social media [12]

2023: 54% of social media users read comments before deciding to buy [8]

2024: 44% of consumers say negative comments in the feed influence their buying choice [4]

2023: 36% of consumers say they have reported a brand or ad on social media [7]

2024: 27% of consumers stop following a brand after it posts content they perceive as dishonest [5]

2023: 25% of consumers have unfollowed or blocked an influencer due to controversial content [15]

2024: 55% of consumers say they are more likely to engage with brands that respond to comments quickly [17]

2023: 70% of consumers think influencer marketing should be regulated [14]

2024: 62% of consumers consider it unethical if influencers don’t disclose sponsorships [14]

2023: 48% of consumers say fake reviews make them less likely to trust a brand [4]

2024: 58% of consumers expect brands to correct misinformation on social media [8]

2023: 37% of social media users say they’ve experienced bullying/harassment online [7]

2024: 29% of women feel social media pressure about appearance (survey figure) [13]

2023: 18% of users said they worry about how their body image appears due to social media [13]

2024: 41% of consumers say they care about moderation/brand safety for ads on social media [15]

2023: 32% of brands use content moderation tools [18]

2024: 38% of marketers in retail worry about reputational risk from social media [19]

2023: 25% of consumers say they have reported an ad for being misleading on social media [9]

2024: 44% of consumers want clear labeling of sponsored influencer content [9]

2023: 56% of brands think social backlash affects sales [20]

2024: 61% of consumers expect quick responses to brand posts (support responsiveness) [17]

2023: 27% of consumers say they’ve been negatively affected by influencer scams [9]

2024: 46% of consumers say they’ve seen “before/after” claims they suspect are misleading [9]

2023: 52% of consumers say they’re more likely to trust a brand that shares user-generated content [6]

2024: Fashion brand posts with short-form video typically show higher engagement than image-only posts; median engagement rate is 1.6% for video vs 0.9% for images [21]

2024: Average engagement rate for fashion brands on Instagram is 1.53% (industry benchmark) [22]

2024: TikTok average engagement rate for fashion brands is 5.2% [23]

2024: Pinterest pins for fashion have a median engagement rate of 0.55% [24]

2023: Instagram Stories completion rate averages 86.1% [25]

2023: Instagram Reels reach is 2x higher than feed posts [26]

2024: Average time spent watching TikTok videos by users is 23.1 minutes per session [27]

2024: Consumers spend about 40 minutes per day on TikTok [27]

2024: The average CTR of Instagram ads in retail is around 0.8% [28]

2024: The average CTR of Pinterest ads in fashion is around 0.45% [29]

2024: YouTube in-stream ad view rate averages 27% globally [30]

2023: 55% of people use social media to discover new products, and video accounts for most discovery [31]

2023: 74% of users say they’ve been inspired by a social media post in the last month [5]

2024: Influencer posts on Instagram generate 38% more engagement than brand posts [32]

2023: UGC posts generate 28% higher engagement than brand content [6]

2024: 84% of people trust recommendations from friends, family, or people they follow on social media [33]

2023: 72% of consumers engage with content that aligns with their interests (retail) [34]

2024: 62% of fashion shoppers engage with content by following hashtags or accounts [35]

2024: Hashtag “%23outfitideas” content shows strong engagement; average engagement rate is 2.1% [36]

2023: Instagram algorithm change: Reels content sees 20% higher average reach vs standard feed (internal analysis) [37]

2024: Average engagement rate for fashion influencers on Instagram is 3.6% [38]

2023: Median engagement rate for fashion accounts on TikTok is 6.8% [39]

2023: 46% of social media users interact with posts via likes/comments more than once per week [40]

2023: 35% of social media users say they share posts at least weekly [40]

2023: 49% of users watch at least one short-form video clip on social media every day [41]

2024: Pinterest search ads CTR is 0.9% on average [29]

2024: Influencer marketing spend worldwide is projected to reach $24.1B in 2024 [42]

2023: 67% of marketers say influencer marketing is effective (survey metric) [43]

2024: 92% of marketers say the payoff from influencer marketing is comparable to other channels [43]

2023: 49% of consumers depend on influencer recommendations to make purchasing decisions [43]

2024: 63% of consumers say they trust influencers more than brand ads [43]

2023: 26% of US adults have followed influencers on social media [44]

2023: TikTok: 40% of consumers say they discover brands through TikTok creators [45]

2023: Instagram: 58% of marketers use influencer marketing [46]

2024: 70% of fashion brands use influencer marketing [47]

2023: 86% of fashion influencer campaigns use Instagram [48]

2023: 45% of fashion marketers plan influencer spend to increase in 2024 [49]

2024: Average influencer engagement rate on Instagram for fashion is 3.65% [38]

2023: Nano-influencers (10k-50k followers) have 60% higher engagement than larger influencers [50]

2024: Micro-influencers have 60% higher engagement than macro [51]

2023: 70% of marketers use creator videos/UGC in social ads [52]

2023: 30% of influencer marketing budgets go to fashion-related niches [14]

2024: 51% of consumers say they have bought something because of an influencer [53]

2023: 56% of consumers have learned about products from influencers [54]

2024: 37% of consumers say influencer content affects their purchase decisions greatly [14]

2023: 28% of consumers say influencer marketing helps them find products they can afford [14]

2024: Fashion creators/UGC: 73% say they are more likely to purchase after seeing UGC [6]

2023: 40% of consumers prefer to watch short videos (creators) before buying fashion items [45]

2024: Instagram: 71% of influencers feel pressure to produce content frequently (creator metric) [55]

2023: 34% of fashion shoppers say they trust micro-influencers for style tips [8]

2024: 22% of fashion influencer marketing campaigns used affiliate links [56]

2024: 49% of consumers use social media to research products [57]

2023: 53% of shoppers say they’ve purchased after seeing a brand on social media [8]

2024: 27% of social media users have purchased something from a social media post [58]

2023: Instagram reported 130 million users tap on shopping posts monthly [59]

2023: Instagram Shopping: 2 million+ advertisers use Instagram Shopping features [60]

2023: TikTok Shop: 2023 GMV exceeded $10B in the US (during reporting period) [61]

2024: TikTok users: 41% have purchased after seeing product videos [62]

2023: Pinterest: 87% of weekly Pinners say Pinterest helps them shop [63]

2023: Pinterest: 72% of users say they use Pinterest to plan purchases [64]

2024: Facebook: Reels ads are 9% more engaging than static ads [65]

2023: YouTube Shopping: 40% of viewers discover new brands via YouTube ads [66]

2023: 55% of social media marketers use it to drive direct sales [67]

2024: 38% of ecommerce brands reported social commerce increased revenue [68]

2023: 23% of online shoppers say they have bought via Instagram [69]

2024: 16% of online shoppers say they have bought via TikTok [70]

2024: 11% of online shoppers say they have bought via Facebook [71]

2023: 14% of online shoppers say they have bought via Pinterest [72]

2023: 19% of online shoppers say they have bought via YouTube [73]

2023: Retailers using social media ads report 2.2x ROAS compared to those who don’t [74]

2024: Average conversion rate from social media referrals in ecommerce is 2.5% [67]

2023: Customers who engage with a brand on social media are 20% more likely to purchase [75]

2024: 60% of consumers say seeing social proof influences their purchase decision [76]

2023: 68% of shoppers trust product reviews shared by creators on social media [6]

2024: 34% of fashion shoppers have clicked a shopping link from social media [58]

2024: 22% of fashion shoppers completed a purchase via social media ads [58]

2023 global fashion industry social media usage: 48% of fashion companies use social media for customer engagement [77]

2023 global survey result (fashion sector): 57% of respondents indicated that social media is important for fashion marketing [78]

2024 (fashion e-commerce context): 49% of consumers say social media influences what they buy online [79]

2023 (global): Instagram is the most used social network by fashion brands, with 79% usage among fashion marketers [80]

2023 (global): Facebook is used by 68% of fashion brands [81]

2023 (global): TikTok is used by 46% of fashion brands [82]

2023 (global): YouTube is used by 53% of fashion brands [83]

2023 (global): X/Twitter is used by 37% of fashion brands [80]

2022: 87% of fashion brands say they use Instagram for marketing [84]

2022: 79% of fashion executives believe social media contributes to brand awareness [85]

2023: 64% of fashion marketers plan to increase social media budgets in the next year [86]

2023: 52% of fashion marketers use social listening tools [87]

2023: 43% of brands use social media to improve customer support [88]

2023: 61% of consumers expect brands to respond quickly on social media [2]

2024: 4.9 billion people use social media worldwide (2024) [89]

2024: Instagram has 2 billion monthly active users [90]

2024: TikTok has 1.7 billion monthly active users [27]

2024: YouTube has 2.7 billion logged-in users monthly [91]

2024: Facebook has 3.07 billion monthly active users [92]

2024: X (Twitter) has 556.1 million monthly active users [93]

2024: Pinterest has 465 million monthly active users [94]

2023: 67% of fashion shoppers use social media for inspiration [95]

2023: 35% of fashion shoppers discover new brands via social media weekly [95]

2023: 41% of fashion shoppers follow brands to get product updates [95]

2023: 28% of fashion shoppers follow influencers for styling ideas [95]

2024: 54% of consumers use social media to research products [57]

2023: 45% of apparel brands say they use social media to drive sales [49]

2023: 33% of apparel brands use social media ads as a main acquisition channel [96]

2023: 29% of marketers in retail use social commerce tools (shop features) [97]

2024: 27% of social media users have bought something via a social media link [58]

2024: 18% of social media users purchase at least once a month through social platforms [58]

2023: 38% of consumers report they use social media “to check what others are saying” about products [98]