Social Media In The Lingerie Industry Statistics

48% of US adult women say social media makes them feel pressure about what they should look like (differentiated by gender within “US adult women”) [1]

45% of US adult women say social media has made them feel more self-conscious about their appearance [1]

53% of US adult women say social media makes it easier for people to judge bodies [1]

73% of US adult women say they use social media at least weekly [1]

62% of US adult women say they follow brands/products on social media [1]

39% of US adult women say they have bought a product they saw on social media [1]

31% of US adult women say they have “liked” or “shared” a fashion/lingerie post on social media [1]

28% of US adult women say they have DMed a brand directly after seeing them on social media [1]

21% of US adult women say social media makes them feel pressure about buying certain styles of clothing/lingerie [1]

17% of US adult women say social media has made them consider buying “altered”/modified shapewear or lingerie to meet expectations [1]

34% of consumers use social media to research products [2]

48% of consumers say they use social platforms to research products and services [2]

31% of consumers say they use social platforms to decide what to buy [2]

66% of consumers say they are influenced by what they see on social media [2]

90% of consumers say social media helps them learn about brands [2]

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

78% of consumers say they follow brands on social media to get updates [3]

43% of Instagram users use it to find products [3]

23% of consumers follow lingerie/lingerie-adjacent brands on Instagram (survey estimate) [4]

33% of consumers say lingerie brands they follow appear in their feed via paid advertising (survey estimate) [5]

44% of consumers report discovering fashion and apparel products via social media ads (general fashion) [6]

56% of consumers who discover a product via social media say they visit the brand site afterward (general) [7]

63% of marketers say engagement is a top KPI for social campaigns [8]

51% of marketers measure conversion rate from social [8]

46% of marketers measure CTR (click-through rate) for social ads [8]

58% of marketers measure CPA from social campaigns [8]

74% of consumers say they follow fashion/beauty accounts for styling inspiration [9]

35% of adults say they use social media to follow brands [10]

50% of adult women say social media is a source of inspiration for fashion [9]

27% of adult women say social media influences their fashion purchases (general) [9]

15% of adult women say social media directly makes them change their shopping behavior (general) [9]

80% of consumers say they’ve bought something because of short-form video [11]

64% of consumers say they’re more likely to buy when they watch a video from a brand [12]

78% of people who watch short videos on social media say it helps them with purchase decisions [12]

45% of companies say video has increased sales [12]

52% of marketers say they get better engagement from short-form video [12]

87% of marketers use video content as a marketing tool [12]

33% of marketers said video marketing is used primarily to increase brand awareness [12]

54% of consumers say they want to see videos from brands [12]

38% of marketers say video is used to increase leads [12]

70% of marketers say video has helped them understand their audience better [12]

Average engagement rate for fashion brands on Instagram (median) is 0.96% [13]

Average engagement rate for retail/e-commerce brands on TikTok is 2.17% (median) [14]

Average engagement rate for beauty brands on Instagram is 1.28% [13]

Average engagement rate for fashion brands on TikTok is 3.04% (median) [14]

Average engagement rate for fashion brands on YouTube Shorts is 2.88% [15]

60% of marketers say their social media content performs better with video than without [16]

90% of marketers say video is important for marketing [12]

78% of consumers watch videos to learn about products [12]

61% of marketers say video has helped them generate leads [12]

57% of marketers say they use video in social media marketing [12]

47% of marketers say video is the top priority [12]

48% of consumers say they have purchased because of an Instagram story/ad (general shopping) [17]

58% of people say they’ve been convinced to buy by watching a brand’s TikTok video [18]

20% of TikTok users say they plan purchases after watching “For You” content (general) [18]

82% of consumers watch product videos to make purchase decisions [19]

65% of people are more likely to buy after watching a video from a brand [19]

59% of marketers say video increases time on site [19]

58% of marketers say video increases conversion rate [19]

66% of marketers say video increases ROI [19]

Influencer marketing industry expected market size in 2024 was $24.8 billion [20]

92% of marketers say influencer marketing is effective [20]

51% of marketers say influencer marketing is the most effective form of marketing [20]

59% of marketers plan to increase their influencer marketing budgets in 2024 [20]

65% of marketers intend to use more video in 2024 [20]

29% of consumers say they are likely to purchase after seeing a product in an influencer post [20]

67% of consumers say UGC is an important factor in purchase decisions [21]

79% of consumers say UGC impacts their decisions [21]

86% of marketers say UGC is effective [21]

52% of consumers are more likely to buy when they see user-generated content [21]

24% of consumers say they share UGC to support brands they like [21]

49% of marketers use UGC in paid campaigns [21]

37% of consumers say they trust recommendations from creators more than brand content [21]

73% of marketers say UGC helps with SEO [21]

31% of marketers say UGC helps reduce marketing costs [21]

45% of marketers say UGC helps increase conversion rates [21]

28% of consumers say they purchase lingerie as a result of influencer content (survey estimate) [22]

19% of consumers say they share lingerie content after seeing it on social (survey estimate) [4]

25% of consumers say they trust influencer reviews for lingerie/fashion more than brand ads (survey estimate) [23]

67% of marketers say their influencer program increases brand awareness (survey result) [24]

37% of marketers say influencer campaigns are used to drive sales (survey result) [24]

78% of consumers say they’ve been influenced by UGC to buy something (survey result) [25]

55% of consumers say UGC makes them feel more confident about a purchase (survey result) [25]

32% of consumers say social media influencers have influenced their purchasing decisions for fashion/apparel [24]

40% of influencers say brand deals primarily come from Instagram [26]

28% of influencers say brand deals primarily come from TikTok [26]

41% of marketers plan to increase spend on influencer marketing in 2024 [27]

53% of marketers say they plan to increase social media ad spend in 2024 [8]

44% of marketers say UGC performs better than branded content [28]

29% of marketers use UGC for product pages [28]

36% of marketers use UGC for paid ads [28]

62% of consumers say they are more likely to purchase from a brand that shares UGC [28]

67% of consumers say UGC makes a brand feel more authentic [28]

44% of buyers want to see “authentic” content [19]

Instagram is used by 79% of US adults who use social media [9]

Facebook is used by 69% of US adults who use social media [9]

YouTube is used by 81% of US adults who use social media [9]

TikTok is used by 37% of US adults who use social media [29]

Pinterest is used by 36% of US adults who use social media [9]

Snapchat is used by 44% of US adults who use social media [9]

X (Twitter) is used by 28% of US adults who use social media [9]

Reddit is used by 11% of US adults who use social media [9]

61% of TikTok users say they have discovered something new on TikTok [30]

80% of Instagram users follow at least one business [31]

90% of US TikTok users report being inspired by videos on the platform [32]

98% of TikTok users say TikTok helps them discover new products [32]

71% of Pinterest users use it to plan purchases [33]

55% of Pinterest users say they plan to purchase items they see [33]

38% of consumers say they prefer shopping via Instagram/Facebook for fashion (general) [34]

22% of users say TikTok is a key channel for discovering fashion trends (general fashion) [35]

70% of TikTok users report that the app helps them discover products they didn’t know they wanted [36]

75% of Instagram users say they use the app to research products [37]

55% of Pinterest users say they’re inspired to buy by pins [38]

62% of marketers use Instagram for influencer marketing (survey) [39]

48% of marketers use TikTok for influencer marketing (survey) [18]

74% of US consumers say they use Instagram at least monthly [9]

67% of US consumers say they use Facebook at least monthly [9]

73% of US consumers say they use YouTube at least monthly [9]

38% of US consumers say they use TikTok at least monthly [29]

34% of US consumers say they use Pinterest at least monthly [9]

45% of US consumers say they use Snapchat at least monthly [9]