Social Media In The Garment Industry Statistics

96% of marketers use social media for marketing [1]

4.74 billion people use social media globally (2024 estimate) [2]

Instagram is used by 37% of Americans aged 18–29 (U.S. population by platform) [3]

TikTok usage among U.S. adults is 21% (as of 2023) [3]

84% of marketers say social media is important for business [4]

89% of fashion retailers use social media as a marketing channel (global) [5]

60% of fashion brands use Instagram as their top platform [6]

2.0 billion monthly active users on Facebook (2024 estimate) [7]

1.44 billion monthly active users on Instagram (2024 estimate) [7]

1.56 billion monthly active users on TikTok (2024 estimate) [7]

517 million monthly active users on X (2024 estimate) [7]

94% of marketers say social media is important to their business [8]

2.26 billion active social network users (world) [9]

37% of fashion buyers use Instagram [10]

31% of fashion buyers use TikTok [11]

26% of fashion buyers use Pinterest [12]

14% of fashion buyers use Snapchat [13]

70% of fashion retailers say social media is important to their marketing strategy [5]

76% of marketers use paid ads on social media [14]

90% of marketers use Facebook ads [15]

70% of marketers use Instagram for paid promotion [16]

60% of marketers use LinkedIn paid ads [17]

80% of retailers allocate some budget to social media [18]

46% of marketers say social media ads drive website traffic [19]

27% of marketers allocate 10% or more of budget to social media [20]

35% of marketers increase their social media spending in 2024 [21]

58% of consumers are more likely to spend money with a brand that has social media presence [22]

73% of marketers believe social media has increased their brand exposure [23]

66% of social media marketers say they get more customer exposure using social media [1]

55% of social media users are willing to recommend brands they follow online [23]

51% of social media users have purchased after seeing a brand on social media [24]

48% of consumers say they’ve purchased from a social media platform [25]

44% of consumers follow a brand to see what’s new [26]

40% of consumers purchase based on social media recommendations [27]

64% of consumers use social media to research products [28]

53% of consumers say social media helps them decide what to buy [29]

38% of shoppers use social media to find inspiration for purchases [30]

70% of consumers say they are influenced by social media when making purchase decisions [31]

78% of consumers say they have increased their interaction with brands after following them on social media [32]

49% of shoppers depend on influencer content for product discovery [33]

75% of fashion shoppers expect to discover new styles via social media [34]

53% of fashion shoppers say social media influences their purchase decisions [35]

71% of millennials say social media makes it easier to find style ideas [36]

53% of online fashion consumers say social media influences their style [37]

28% of social media users follow brands to get discounts [38]

36% of shoppers say social media ads influenced them [39]

22% of Instagram users follow fashion brands specifically [40]

41% of consumers use social media to research fashion brands [41]

53% of shoppers discover products on Instagram [42]

48% of shoppers discover products on TikTok [43]

39% of customers use social media to get product information [44]

25% of fashion consumers have used social media to find a retailer or store [45]

33% of social media users have used it to check product availability [46]

44% of consumers say social media content helps them compare brands [47]

30% of consumers say social media helps them find offers and deals [48]

28% of fashion consumers say they bought after seeing a social media post [49]

90% of consumers say product discovery is important for buying clothing online [50]

41% of people say seeing fashion content on social media affects what they buy [51]

62% of consumers who follow fashion brands on social are more likely to purchase [52]

1 in 4 consumers have used social media to get discount codes [53]

45% of consumers expect brands to offer exclusive content on social [54]

52% of consumers say they’re more loyal to brands that engage with them on social [55]

44% of fashion customers say they would share a brand’s post if it aligns with their identity [56]

39% of social media users are more interested in brands that post regularly [57]

58% of consumers say they have watched short-form video from brands before [58]

82% of marketers use video content in social media [59]

85% of Instagram videos are viewed without sound (captions needed) [60]

62% of consumers feel more positive about a brand after viewing its content on social media [61]

76% of marketers use social media to distribute content [62]

35% of marketers report that video performs best for engagement [1]

40% engagement rate average for Instagram Reels (industry benchmark) [63]

49% of consumers use social media for inspiration [64]

66% of users engage with brands through comments/likes [65]

33% of users share brand content [66]

38% of fashion marketers say Instagram drives the most engagement [67]

26% say TikTok drives most engagement [68]

18% say Pinterest drives most engagement [69]

12% say Facebook drives most engagement [70]

54% of retail marketers say they plan to increase short-form video [30]

68% of consumers want to see short-form videos from brands [59]

58% of consumers watch live shopping for product discovery [71]

46% of consumers watch livestreams to get recommendations [72]

25% of marketers report that live streaming increases engagement [73]

59% of consumers say they’ve discovered new products on Instagram Explore [74]

54% of users say they have saved posts for later [75]

42% of marketers say hashtags influence reach [76]

9–12 hashtags per post is best practice for engagement (benchmark) [77]

80% of social posts fail to get engagement (benchmark) [78]

22% of fashion retailers report using influencer marketing [79]

47% of fashion marketers use Instagram Stories for campaigns [80]

35% of fashion brands collaborate with micro-influencers [81]

68% of brands are planning to increase influencer marketing budgets [82]

49% of consumers depend on influencer recommendations [83]

65% of creators say brands pay more for performance-based influencer agreements [84]

44% of marketers say influencers provide better audience targeting than traditional advertising [85]

34% of marketers say they collaborate with influencers for product launches [39]

23% of consumers say UGC makes them trust a brand more [86]

47% of consumers say they’re likely to buy after reading UGC [87]

72% of consumers say they trust UGC more than brand content [88]

34% of marketers say UGC has higher engagement than brand-created content [89]

78% of marketers use UGC in their marketing [83]

47% of marketers say that creators help brands reach target audiences more effectively [39]

64% of marketers use social media for lead generation [90]

61% of marketers say improving SEO and increasing traffic are their social media priorities [23]

79% of B2B marketers use LinkedIn for lead generation [91]

80% of marketers say their content marketing helps them acquire leads [92]

49% of companies say social media generates leads [93]

34% of marketers say they use social media to generate leads [94]

36% of marketers generate leads via Facebook [14]

33% of marketers generate leads via Instagram [14]

43% of marketers say social media has increased their sales [1]

27% of companies say social media is their best marketing channel [95]

60% of marketers say UGC increases conversion rates [96]

61% of consumers are more likely to purchase after seeing product reviews on social media [97]

33% of fashion consumers say live shopping on social influences their purchase [98]

22% of consumers buy through live shopping on social platforms [99]

30% of Instagram users have clicked a shopping post [100]

27% of TikTok users have made a purchase after watching a product video [101]

35% of users have searched for products on Instagram [102]

48% of Pinterest users use it for shopping [103]

41% of Pinterest users have used Pins to make a purchase [104]

67% of marketers report measuring ROI is a top priority in social media [105]

30% of marketers say they track metrics weekly [106]

58% of marketers measure social media ROI monthly [107]

89% of marketers say ROI from influencer marketing is comparable to or better than other marketing channels [108]

90% of marketers said they gained new customers through influencer marketing [82]

65% of brands say they need better analytics to measure impact [109]

71% of marketers track performance by using dashboards [110]

52% of marketers say ROI is difficult to prove [111]

46% of marketers say they measure conversions rather than just engagement [112]

38% say they don’t know which platform drives ROI [113]

57% of marketers say social media content is the most effective for brand building [114]

53% of marketers say social media helps them build brand reputation [1]

45% of marketers say social media improves brand awareness [14]

77% of companies say customer engagement is improving with social media [115]

65% of marketers say engagement leads to better customer experience [116]

40% of marketers say they plan to use more AI in social media marketing [117]

49% of marketers say posting consistently is their biggest challenge [118]

41% cite lack of time [119]

43% report content saturation [120]

62% of marketers say they struggle to produce enough content [1]

73% of brands use social media monitoring tools [121]

48% of brands monitor competitors on social media [122]

31% of brands say social listening helped them improve customer service [123]

59% of consumers expect brands to respond quickly on social media [124]

42% of consumers expect a response within one hour on social platforms [125]

21% of people lose trust after poor customer service on social media [126]

33% of consumers will switch brands after social media bad experiences [127]

54% of consumers follow brands for customer support [128]

67% of consumers say they want brands to engage with them on social media [129]

50% of fashion shoppers say they like brands to respond on social media [130]

63% of consumers expect brands to use social media for customer service [131]

63% of consumers trust brands more when they actively respond to comments [132]

36% of consumers have unfollowed a brand due to poor social media behavior [133]

29% of consumers have reported a bad experience with a brand on social media [134]

55% of marketers say content quality affects performance more than posting frequency [135]

73% of brands say they have a social media content calendar [136]