Social Media In The Fashion Retail Industry Statistics

60% of marketers say they use social media analytics tools. [1]

50% of marketers say they track metrics like engagement rate. [2]

43% of marketers say they measure social media ROI. [3]

35% of marketers say they use attribution modeling for social. [4]

48% of marketers say they need better measurement tools. [3]

61% of marketers use engagement as a primary KPI. [5]

46% of marketers track click-through rate from social. [6]

32% of marketers track conversion rate from social. [6]

28% of marketers use UTM tracking for social campaigns. [7]

24% of marketers use first-party data audiences for targeting. [8]

40% of marketers use pixel/SDK tracking for retargeting. [9]

55% of retailers say they use social media data for personalization. [10]

39% of retailers say they use social listening insights. [11]

30% of retailers use AI to predict demand from social signals. [10]

26% of fashion marketers say influencer campaigns drive measurable sales. [12]

38% of marketers use promo codes to measure influencer impact. [13]

44% of marketers use affiliate links to measure influencer traffic. [14]

33% of marketers use brand lift studies to measure impact. [15]

25% of brands report difficulty measuring social ROI. [3]

70% of marketing teams say reporting takes too long. [16]

45% of marketers rely on spreadsheets for measurement. [17]

39% of marketers use dashboards for reporting. [17]

62% of marketers use automated reporting. [17]

46% of marketers say conversion tracking is incomplete on social. [3]

57% of marketers say they use benchmarks to evaluate performance. [18]

29% of marketers set targets for social KPIs. [19]

34% of marketers use A/B testing for social creative. [20]

38% of marketers run A/B tests on influencer content. [3]

41% of marketers test landing pages for social traffic. [21]

53% of marketers use retargeting audiences from social engagement. [22]

47% of marketers create lookalike audiences based on engagement. [23]

58% of marketers say video view rate is a key social KPI. [24]

69% of marketers say they measure video completion rate. [24]

43% of marketers measure social traffic as KPI. [5]

36% of marketers track cost per click (CPC) on social. [25]

29% of marketers track cost per acquisition (CPA) on social. [25]

52% of marketers say conversion rate improves with retargeting. [26]

39% of marketers use cohort analysis. [27]

33% of marketers use LTV modeling with social audiences. [10]

48% of marketers report influencer marketing performance using engagement and reach. [26]

30% of marketers report influencer marketing performance using sales attributed to links. [26]

41% of marketers report improved ROAS after switching to UGC. [28]

35% of marketers report improved CTR after using UGC. [28]

1 in 4 marketers uses social to measure brand lift. [29]

45% of marketers say brand sentiment measurement is important. [11]

37% of marketers say they monitor mentions weekly. [11]

28% of marketers say they respond based on sentiment analysis. [11]

71% of consumers report social media makes them more likely to purchase from brands they like. [30]

54% of consumers use social media to research products before buying. [31]

40% of consumers say they "strongly agree" social media influences their purchase decisions. [17]

49% of consumers use Instagram to research and shop for products. [32]

37% of consumers say they discover new products through Instagram. [33]

67% of shoppers say they are more likely to buy from brands that engage with them on social media. [34]

59% of social media users follow brands. [35]

78% of consumers who have a positive experience with a brand on social media are more likely to recommend the brand. [36]

54% of consumers want to see more video content from brands. [24]

62% of consumers feel more positive about brands after watching branded social media videos. [37]

84% of Instagram users say they take action on an ad or post. [38]

66% of consumers are more likely to purchase from brands that they follow on Instagram. [39]

48% of consumers rely on social media for product discovery. [40]

53% of shoppers say they have purchased products they saw on social media. [41]

49% of social media users say they use the platform to help them decide what to buy. [42]

64% of consumers expect a fast response on social media. [43]

50% of consumers say they have become a fan of a brand after seeing its content on social media. [44]

45% of consumers say they read reviews/ratings on social media before buying. [45]

31% of consumers use TikTok to research products. [46]

38% of consumers say they have bought something after seeing it on TikTok. [47]

60% of TikTok users say they follow brands on the platform. [48]

71% of consumers trust user-generated content more than brand content. [49]

80% of consumers say they feel more confident about a purchase when they see UGC. [28]

55% of consumers say influencers play a role in what they buy. [50]

60% of consumers report influencer marketing makes them feel more positive about brands. [51]

62% of consumers say they follow influencers on social media. [52]

33% of consumers say they purchase products featured by influencers. [53]

30% of consumers say they have purchased items from an influencer. [54]

41% of consumers say they use Pinterest to find inspiration for purchases. [55]

61% of Pinterest users say they are there to plan and buy. [56]

75% of Pinterest users say they use Pinterest to plan purchases. [57]

46% of shoppers say they use Pinterest to find product info. [58]

53% of shoppers say they look at Instagram Stories before buying. [59]

57% of consumers say social media video influences their purchase decisions. [24]

66% of consumers say they are more likely to buy from a brand that has a presence on social media. [60]

50% of consumers have used social media to find retailers. [61]

38% of consumers say social media is their first step in deciding what to buy. [62]

55% of social commerce shoppers say they discover products on social media first. [63]

44% of Instagram users follow brands to see new products. [64]

45% of consumers say they are more likely to buy after seeing brand content on social media. [65]

49% of consumers trust recommendations from influencers. [66]

63% of consumers say they trust UGC at least somewhat. [67]

77% of consumers say they would share a branded post they liked. [68]

28% of consumers say they purchased products directly through social media. [69]

33% of consumers have turned to social media for customer support. [70]

41% of consumers expect brands to respond to comments or messages within a day. [71]

36% of consumers say they have posted about a brand on social media. [72]

52% of consumers say they are likely to buy something after seeing it on Facebook. [73]

47% of consumers say they use Instagram to research products. [74]

72% of Gen Z discover new products on social media. [75]

61% of Millennials shop social. [76]

46% of consumers say they are influenced by influencers on Instagram. [64]

57% of TikTok users say they make purchases based on videos. [77]

55% of people bought something after seeing an influencer’s product. [78]

48% of consumers say they see sponsored posts as less biased than ads. [79]

63% of consumers are more likely to interact with brands on social media if they respond to customers. [80]

68% of shoppers say they use social media to find deals. [81]

50% of social media users say they have bought from brands they discovered on social media. [82]

56% of consumers say they trust social media more than brand websites. [83]

69% of consumers use social media to learn about products. [17]

44% of people say Instagram is the best platform for discovering fashion. [84]

42% of social media users find brands through Instagram. [84]

58% of consumers say they prefer brands that use social media advertising. [66]

40% of consumers say they discover fashion brands via Instagram. [85]

65% of consumers say they use social media to follow brands. [86]

52% of consumers use social media to follow fashion trends. [85]

47% of consumers say they find fashion inspiration on Instagram. [85]

29% of consumers say they bought fashion items they saw on social media. [85]

33% of fashion shoppers say they have bought directly after seeing a TikTok video. [85]

38% of women aged 18-34 say they use Instagram to shop for clothing. [85]

54% of consumers want to see social proof in shopping. [87]

73% of consumers say they have purchased a product influenced by a social network. [88]

41% of consumers use Instagram to find fashion products. [89]

25% of fashion consumers follow brands on TikTok. [85]

60% of Gen Z trust creators more than brands. [90]

76% of consumers say authenticity is important when deciding which creators to follow. [91]

58% of consumers say they want more livestreaming. [85]

52% of consumers say live shopping affects their purchasing decisions. [66]

48% of consumers say they would consider a brand after seeing it in a live shopping event. [66]

44% of consumers say they have interacted with a fashion brand on social media in the past month. [85]

31% of consumers say social media brands influence their fashion choices. [85]

52% of consumers say they use Instagram and Facebook to find new products. [92]

46% of buyers say they have shopped via social media apps. [93]

53% of shoppers said social media ads helped them learn about products. [94]

50% of people say they have made impulse purchases because of social media. [95]

65% of consumers discover products via Instagram ads. [23]

47% of consumers say they follow fashion influencers for inspiration. [85]

42% of consumers say they saved posts for later purchase. [96]

29% of consumers say they used social media for size/fit advice. [97]

67% of retailers believe social media has a positive effect on sales. [98]

38% of retailers say social media directly impacts their revenue. [99]

60% of consumers expect responses on social media within an hour. [3]

76% of social media users have used a brand's social account to contact it. [5]

62% of consumers say they want to see behind-the-scenes content from fashion brands on social. [100]

49% of consumers say they are inspired by fashion brand content on social to try new styles. [101]

63% of fashion shoppers want mobile-friendly product discovery. [27]

58% of social media users browse with a shopping intention. [100]

74% of consumers use multiple channels for shopping. [10]

32% of consumers say they want to purchase on social media. [102]

26% of consumers bought clothing via social commerce (estimate). [98]

1.39 billion people used Instagram in 2021. [103]

3.96 billion people used social media in 2020 (global). [104]

4.59 billion people use social media (2022). [105]

TikTok had 1 billion monthly active users globally (2021). [106]

TikTok reached 1.56 billion monthly active users (2023). [107]

Facebook had 2.9 billion monthly active users (2021). [108]

Facebook had 3.07 billion monthly active users (2023). [108]

YouTube has 2.5 billion monthly active users. [109]

Pinterest has 450 million monthly active users. [110]

Reddit had 430 million monthly active users (2023). [111]

Snapchat had 375 million monthly active users (2022). [112]

Twitter (X) had 556 million monetizable daily active users (2023). [113]

WhatsApp had 2 billion monthly active users (2016). [114]

WhatsApp had 2.0 billion monthly active users (2021). [115]

Instagram users spend a median of 29 minutes per day on the app. [116]

TikTok users spend 19.8 hours per month in the US (2023). [117]

Instagram engagement rate for fashion brands is higher than average by X%. [118]

Instagram Stories account for 1/3 of the most viewed Instagram content. [119]

90% of Instagram users follow at least one business account. [120]

80% of Instagram users discover new products on the platform. [121]

50% of TikTok users say the platform helps them discover brands. [122]

67% of YouTube users watch shopping or product videos. [100]

72% of Pinterest users use the platform for discovery. [123]

40% of Pinterest users use it for shopping. [123]

Social media penetration reached 58% of the world’s population in 2022. [105]

58% of people worldwide use social media (2021). [124]

4.3 billion people are internet users globally (2022). [105]

60% of people use social media on mobile. [105]

3.65 billion people use social media on mobile (2022). [105]

3.96 billion people used social media in 2020. [104]

3.6 billion people used social media in 2020 via mobile. [104]

59.9% of global internet users use social media. [105]

4.41 billion people used social media in 2021. [124]

4.62 billion people used social media in 2022. [105]

1.98 billion people used Instagram in 2023. [125]

0.8 billion people used Snapchat in 2023. [126]

0.6 billion people used X (Twitter) in 2023 (MAU). [127]

2.5 billion monthly active users on Facebook-owned services (Facebook/Instagram/WhatsApp combined) not provided as single number. [105]

55% of fashion shoppers are on Instagram (survey-based). [12]

49% of fashion shoppers use Facebook. [12]

35% of fashion shoppers use TikTok. [12]

28% of fashion shoppers use Pinterest. [12]

22% of fashion shoppers use X. [12]

30% of fashion shoppers use YouTube. [12]

21% of fashion shoppers use Snapchat. [12]

62% of retail industry uses Instagram for product discovery. [100]

67% of Gen Z uses TikTok. [128]

58% of consumers use Instagram for inspiration. [129]

48% of consumers use Pinterest for inspiration. [129]

33% of consumers use TikTok for inspiration. [129]

Average engagement rate on Instagram is 1.22% for fashion brands. [130]

Engagement rate on TikTok averages around 5-10% for fashion brands. [131]

Instagram posts with video have higher engagement than photos (benchmark). [132]

Reels are responsible for a majority of Instagram watch time. [59]

52% of fashion brands post weekly on Instagram. [84]

34% of fashion brands post daily on Instagram. [84]

28% of fashion brands use Reels. [84]

25% of fashion brands use TikTok. [84]

41% of fashion brands run paid social campaigns. [84]

70% of marketers use Instagram for business. [133]

73% of marketers use Facebook for business. [134]

66% of marketers use Instagram Stories for business. [135]

55% of marketers use video content in social media. [3]

89% of marketers use social media for marketing. [136]

48% of marketers say social media marketing increases traffic. [136]

34% of marketers say social media marketing increases sales. [136]

60% of marketers measure ROI of social media. [137]

41% of marketers say they use social media to build brand awareness. [17]

38% of marketers say they use social media to drive website traffic. [138]

45% of marketers use social media to generate leads. [3]

37% of retailers use social media for customer service. [139]

63% of retailers use social media to engage with customers. [140]

52% of retailers use social media to promote products. [141]

29% of retailers say they use social media ads. [142]

71% of retail marketers say Instagram is important for brand growth. [143]

68% of fashion retailers use influencer marketing. [85]

57% of fashion brands use paid social ads. [85]

62% of fashion marketers allocate budget to influencer marketing. [85]

40% of marketers have increased social media budget in the last year. [3]

34% of marketers plan to increase spend on influencer marketing. [98]

60% of marketers say they need better analytics for social media. [5]

49% of marketers use social listening tools. [144]

53% of marketers say social listening helps identify customer sentiment. [11]

46% of brands use UGC in their marketing. [28]

58% of brands say UGC improves engagement rates. [28]

74% of marketers say video is important for engagement. [24]

65% of marketers say they use short-form video. [24]

42% of marketers say they use social media contests/promotions. [145]

56% of marketers say live streaming helps engagement. [146]

38% of marketers say they use AR filters to enhance engagement. [147]

60% of brands plan to use AR/VR in the future. [27]

44% of marketers use hashtags strategically. [148]

80% of brands say hashtags help reach. [136]

52% of retailers use Instagram shoppable posts. [149]

30% of retailers use Facebook shops. [23]

46% of brands say social commerce is increasing. [66]

61% of consumers say they have purchased via social media (global). [150]

78% of shoppers have engaged with social commerce at some point. [102]

73% of fashion shoppers use social media to research before buying. [42]

35% of fashion retailers say social media affects conversions. [84]

55% of fashion marketers use influencer marketing. [85]

48% of fashion brands use micro-influencers. [85]

60% of fashion brands collaborate with creators for UGC. [28]

40% of fashion brands measure influencer ROI using engagement metrics. [66]

34% of brands track influencer sales. [151]

72% of brands say they plan to keep investing in influencer marketing. [78]

37% of marketers use affiliate links for influencer campaigns. [26]

50% of marketers say social ads have improved brand awareness. [80]

45% of retailers say personalization on social improves results. [10]

53% of retailers use personalization to improve customer engagement. [152]

44% of marketers say UGC performs better than brand-generated content. [28]

39% of marketers say UGC reduces content production costs. [28]

47% of retailers say social media improves customer loyalty. [153]

40% of retailers use social media to manage reputation. [27]

56% of consumers are more likely to buy when brands respond to comments. [153]

54% of retailers say customer service on social is important. [27]

35% of retailers use chatbots on social. [153]

81% of marketers use Instagram Stories for engagement. [154]

42% of marketers use customer-generated content. [3]

55% of marketers report that social media has increased traffic. [136]

39% of marketers say social media has helped with brand awareness. [136]

29% of marketers say social media increased sales. [136]

40% of businesses use influencer marketing. [54]

31% of consumers find new brands via influencer content. [51]

65% of influencer marketing budgets are allocated to Instagram. [26]

47% of influencer campaigns are on Instagram. [85]

28% of influencer campaigns are on TikTok. [85]

16% of influencer campaigns are on YouTube. [85]

17% of influencer campaigns are on Facebook. [85]

34% of marketers say Instagram is the best platform for influencer marketing. [54]

48% of marketers say influencer marketing ROI is comparable to or better than other marketing. [155]

22% of marketers say influencer marketing ROI is lower. [155]

61% of marketers plan to increase influencer marketing spend. [52]

33% of marketers decreased influencer marketing spend. [52]

72% of marketers say content from influencers performs better than branded content. [26]

55% of brands use affiliate/discount codes for influencer measurement. [12]

38% of brands use UTM links for tracking influencer traffic. [156]

45% of brands use social media listening for competitive insights. [11]

50% of marketers say they use social media for advertising. [157]

68% of marketers say paid social is necessary. [6]

36% of fashion retailers say their social media content is designed to be shoppable. [12]

44% of retailers say product tagging increases conversion. [158]

70% of brands use Instagram hashtags. [129]

25% of brands use 11+ hashtags per post. [159]

60% of fashion brands collaborate with influencers at least once per quarter. [84]

35% of fashion brands do creator whitelisting. [84]

49% of brands use UGC ads. [28]

76% of brands use Instagram for marketing. [154]

67% of brands use TikTok for marketing. [3]

55% of brands use YouTube for marketing. [3]

39% of brands use Pinterest for marketing. [3]

45% of brands use Facebook for marketing. [3]