Social Media In The Luxury Fashion Industry Statistics

There were 3.5 million posts per day using #Fashion on Instagram (2023 estimate) [1]

Instagram Reels average engagement rate is higher than feed posts (global average 1.84% vs 1.42%) [2]

Average engagement rate for Instagram feed posts is 1.42% (global) [3]

Average engagement rate for Instagram Stories is 0.88% (global) [4]

Average engagement rate for Instagram carousels is 1.55% (global) [5]

TikTok videos 30-60 seconds have 28% average watch time [6]

Best time to post on Instagram for engagement: 11am-2pm (industry benchmark) [7]

Best time to post on TikTok for engagement: 6pm-10pm (industry benchmark) [8]

On Instagram, posts with hashtags (5-10) average more engagement than posts with fewer hashtags [9]

Instagram algorithm favors recency; posts that are engaged within the first hour perform better (study: +12% reach) [10]

TikTok engagement declines after the first 24 hours (benchmark: -35% engagement) [11]

73% of marketers say content planning is important [12]

55% of marketers repurpose content to increase efficiency [13]

41% of marketers use social media calendars [14]

28% of luxury brands post daily on Instagram [15]

42% of luxury brands post 3-4 times per week on Instagram [16]

30% of luxury brands post weekly or less on Instagram [17]

23% of luxury brands post daily on TikTok [18]

48% of luxury brands post 3-4 times per week on TikTok [19]

29% of luxury brands post weekly or less on TikTok [20]

61% of luxury brands use professional photography in feed posts [21]

46% of luxury brands use UGC-style edits [22]

70% of luxury brands include behind-the-scenes content at least monthly [23]

38% of luxury brands run seasonal campaign hashtags [24]

26% of luxury brands use “drop” announcements on social [25]

33% of luxury brands livestream during fashion weeks on social [26]

22% of luxury brands use AR filters for campaigns [27]

19% of luxury brands use shoppable stickers/links in Stories [28]

16% of luxury brands run giveaways on social [29]

27% of luxury brands run influencer takeovers [30]

3.10% median engagement rate for luxury fashion TikTok accounts [31]

82% of luxury brand executives say social media is important to their business [32]

70% of luxury consumers use social media to discover luxury brands [33]

54% of luxury consumers say social media influences which luxury brands they consider [34]

85% of luxury consumers say social media helps them stay up to date on new products [35]

58% of luxury brands use Instagram as a primary social channel [36]

44% of luxury brands say social media is a top marketing channel [37]

33% of luxury brands report that social media drives customer acquisition [38]

36% of luxury brand marketers use conversion metrics from social media [39]

61% of surveyed marketers say social media increases brand awareness [40]

39% of luxury consumers have purchased a luxury product because of a social media post [41]

28% of luxury consumers say they bought from a brand they discovered on Instagram [42]

23% of luxury consumers say they bought from a brand they discovered on TikTok [43]

64% of marketers say social media is effective at building relationships with consumers [44]

54% of luxury brands report social media improves their brand image [45]

47% of luxury brands report social media helps with customer retention [46]

51% of luxury brands use social listening tools [47]

29% of luxury brands use marketing automation integrated with social [48]

37% of luxury brands publish weekly promotional content on social platforms [49]

42% of luxury brands say they increased social media posting frequency in the last year [50]

48% of luxury consumers follow luxury brands on Instagram for product updates [51]

56% of luxury consumers follow luxury brands on YouTube for fashion content [52]

40% of luxury consumers say video content on social influences their purchase decisions [53]

62% of luxury marketers prioritize Instagram in their paid social strategy [54]

33% of luxury marketers prioritize TikTok [55]

45% of luxury brands run influencer campaigns monthly [56]

59% of luxury brands use Instagram Stories [57]

25% of luxury brands use TikTok brand accounts [58]

31% of luxury brand marketers allocate budgets to influencer marketing for social [59]

22% of luxury brands state ROI is hard to measure for social media [60]

In 2022, influencer marketing spend in the US reached $5.37 billion [61]

63% of marketers plan to increase their influencer marketing budgets in 2024 [62]

60% of marketers say influencer marketing works at least somewhat well [63]

74% of brands use TikTok influencers [64]

49% of consumers rely on influencer recommendations [65]

78% of brands use or plan to use Instagram influencers [66]

55% of brands pay influencers primarily through flat fees [67]

40% of luxury fashion brands collaborate with creators monthly [68]

36% of luxury brands say UGC is a key part of their social strategy [69]

79% of people say user-generated content is more influential than brand content [70]

53% of consumers say UGC impacts their buying decisions [71]

48% of consumers trust UGC more than traditional ads [72]

27% of consumers follow brands because of UGC [73]

41% of consumers say they would purchase a product after seeing it in UGC [74]

62% of luxury consumers are influenced by customer reviews on social [75]

31% of luxury fashion shoppers post content after buying [76]

24% of luxury fashion shoppers share wardrobe styling on social [77]

18% of luxury shoppers participate in brand hashtag challenges [78]

72% of consumers say they follow influencers on social media for style inspiration [79]

46% of fashion consumers discover brands via TikTok creators [80]

39% of fashion consumers discover brands via Instagram creators [81]

34% of brands in fashion use micro-influencers [82]

68% of marketers say small/medium influencers provide better engagement rates [83]

71% of consumers are more likely to buy when recommendations come from influencers [84]

31% of marketers say influencer marketing delivers higher ROI than other channels [85]

29% measure ROI via conversions/sales lift [86]

53% of brands in fashion use affiliate links with influencers [87]

33% of brands use whitelisting/UGC rights for paid social [88]

26% of brands pay influencers based on performance [89]

48% of consumers say they would trust influencer content more if it was marked as sponsored properly [90]

30% of luxury brands use influencer content as paid social ads via whitelisting [91]

In 2023, the average cost per thousand impressions (CPM) for Instagram ads was about $6.60 [92]

In 2023, the average CPC for Facebook ads was about $1.72 [93]

TikTok ads benchmarks (2023) show average CPC around $0.66 [94]

39% of marketers use paid social to drive conversions [95]

61% of social marketers use retargeting ads [96]

91% of consumers are more likely to convert after remarketing [97]

Dynamic product ads can increase conversion rates by 8% [98]

Instagram Shopping: 130+ million accounts tap on shopping posts every month [99]

Instagram Shopping: 2 million advertisers use Shopping [100]

Facebook Shops launched to enable businesses to sell, with 200 million people visiting Shops each month (global, 2020) [101]

TikTok Shop launched in 2021 and reached 6.5 million merchants by 2023 [102]

TikTok Shop had 100 million monthly active buyers in 2023 (China & international aggregate) [103]

35% of luxury brands use retargeting in paid social [104]

28% of luxury brands use lookalike audiences [105]

24% of luxury brands use interest targeting for fashion categories [106]

18% of luxury brands use custom audiences based on past website visitors for social ads [107]

41% of luxury brands use carousel ads for product showcases [108]

36% of luxury brands use video ads in feed on Instagram [109]

44% of luxury brands use collection ads on Facebook [110]

29% of luxury brands use TikTok Spark Ads [111]

33% of marketers say UGC ads perform better than branded content [112]

47% of marketers say shoppable content shortens purchase journeys [113]

31% of luxury shoppers purchased after viewing a shoppable video on social [114]

Pinterest: 58% of Pinners say they have bought items they found on Pinterest [115]

16% of luxury shoppers say “live shopping” on social led to a purchase [116]

46% of luxury brands use tracking pixels for social-to-site attribution [117]

23% of luxury brands use server-side tracking for better attribution [118]

44% of marketers use UTM parameters to measure social campaigns [119]

62% of marketers say reporting and measurement are key challenges [120]

In 2023, Instagram had 2 billion monthly active users (global) [121]

In 2023, TikTok had 1 billion monthly active users (global) [122]

As of April 2024: June 2026, TikTok had 1.5 billion monthly active users [123]

As of 2024, Facebook had 3.07 billion monthly active users [124]

As of 2024, X (Twitter) had 528 million monthly active users [125]

As of 2024, YouTube had 2.5 billion logged-in monthly active users [126]

Pinterest had 465 million monthly active users as of 2024 [127]

Snapchat had 422 million monthly active users in 2024 [128]

LinkedIn had 1 billion registered users as of 2024 [129]

76% of Instagram users use Instagram to discover new products [130]

70% of TikTok users have discovered a product on the platform [131]

40% of Instagram users say they use the platform to explore brands [132]

51% of US luxury fashion consumers use Instagram at least weekly [133]

29% of US luxury fashion consumers use TikTok at least weekly [134]

42% of luxury consumers use Instagram Stories [135]

37% of luxury consumers follow fashion creators on TikTok [136]

63% of luxury consumers say they use Instagram for inspiration [137]

26% of luxury consumers say they use TikTok for inspiration [138]

44% of luxury consumers are aged 18-34 [139]

58% of TikTok users are aged 18-34 [140]

52% of Instagram users are female [141]

56% of TikTok users are male [142]

36% of luxury consumers use YouTube weekly for fashion content [143]

45% of luxury consumers use Pinterest monthly to plan purchases [144]

33% of luxury consumers use Twitter/X monthly for fashion news [145]

28% of luxury consumers use Facebook monthly for brand updates [146]

21% of luxury consumers use WhatsApp to interact with brands [147]

39% of luxury consumers use Instagram to look for discounts/promotions [148]

24% of luxury consumers use TikTok to look for discounts/promotions [149]

47% of luxury consumers say they follow brands on Instagram because they like the visual style [150]

49% of luxury fashion brands use influencer marketing on Instagram (2023) [151]