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 average engagement rate is 5.6% (global median) [6]

TikTok videos under 15 seconds have higher average watch time (55%) [7]

TikTok videos 15-30 seconds have 41% average watch time [7]

TikTok videos 30-60 seconds have 28% average watch time [7]

Best time to post on Instagram for engagement: 11am-2pm (industry benchmark) [8]

Best time to post on TikTok for engagement: 6pm-10pm (industry benchmark) [9]

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

Instagram algorithm favors recency; posts that are engaged within the first hour perform better (study: +12% reach) [11]

TikTok engagement declines after the first 24 hours (benchmark: -35% engagement) [12]

73% of marketers say content planning is important [13]

55% of marketers repurpose content to increase efficiency [14]

41% of marketers use social media calendars [15]

28% of luxury brands post daily on Instagram [16]

42% of luxury brands post 3-4 times per week on Instagram [17]

30% of luxury brands post weekly or less on Instagram [18]

23% of luxury brands post daily on TikTok [19]

48% of luxury brands post 3-4 times per week on TikTok [20]

29% of luxury brands post weekly or less on TikTok [21]

61% of luxury brands use professional photography in feed posts [22]

46% of luxury brands use UGC-style edits [23]

70% of luxury brands include behind-the-scenes content at least monthly [24]

38% of luxury brands run seasonal campaign hashtags [25]

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

33% of luxury brands livestream during fashion weeks on social [27]

22% of luxury brands use AR filters for campaigns [28]

19% of luxury brands use shoppable stickers/links in Stories [29]

16% of luxury brands run giveaways on social [30]

27% of luxury brands run influencer takeovers [31]

34% of luxury brands use carousel posts for lookbooks [32]

40% of luxury brands use video tutorials (styling) content [33]

32% of luxury brands post customer testimonial clips on social [34]

25% of luxury brands highlight sustainability via social content [35]

18% of luxury brands address labor/ethics topics on social [36]

48% of luxury consumers prefer sustainability-related content from brands on social [37]

37% of luxury brands use FAQ/education posts [38]

29% of luxury brands use polls/interactive posts [39]

45% of luxury brands respond to comments within 24 hours on average [40]

26% of luxury brands respond to DMs within 1 hour [41]

32% of luxury brands use chatbots on Instagram/Facebook Messenger [42]

55% of consumers expect brands to respond in real-time on social [43]

46% of marketers say interactive content generates better engagement [44]

33% of luxury brands use meme/relatable formats [45]

21% of luxury brands use “fashion history” educational reels [46]

28% of luxury brands use first-person storytelling posts [47]

30% of luxury brands use “creator partnership” content series [48]

24% of luxury brands use carousel posts with pricing/promotions [49]

17% of luxury brands use “before/after” styling transformations on social [50]

20% of luxury brands use user reviews in Stories [51]

22% of luxury brands post at least one live video per month [52]

39% of luxury brands post campaign teasers 1-2 weeks before launch [53]

26% of luxury brands post a “post-launch” recap within 7 days [54]

31% of luxury brands publish customer styling guides quarterly on social [55]

23% of luxury brands run #OutfitOfTheDay weekly series [56]

19% of luxury brands run sustainability Q&A weekly [57]

34% of luxury brands use Instagram Collab posts [58]

27% of luxury brands use pinned posts to highlight campaigns [59]

18% of luxury brands use “Guides” feature on Instagram [60]

42% of luxury brands use Stories highlights for product categories [61]

35% of luxury brands use Story polls for engagement [62]

28% of luxury brands use live Q&A sessions [63]

46% of luxury consumers say they engage more when brands post videos of products in use [64]

31% of luxury consumers say they engage more with posts that include styling tips [65]

24% of luxury consumers say they engage more with behind-the-scenes posts [66]

19% of luxury consumers say they engage more with sustainability posts [67]

In 2022, influencer marketing spend in the US reached $5.37 billion [68]

63% of marketers plan to increase their influencer marketing budgets in 2024 [69]

60% of marketers say influencer marketing works at least somewhat well [70]

38% of marketers use influencer marketing primarily for social engagement [71]

25% of marketers use influencer marketing to increase sales [71]

49% of consumers rely on influencer recommendations [72]

86% of consumers say authenticity is important when deciding which influencers to follow [71]

78% of brands use or plan to use Instagram influencers [73]

74% of brands use TikTok influencers [71]

55% of brands pay influencers primarily through flat fees [74]

40% of luxury fashion brands collaborate with creators monthly [75]

36% of luxury brands say UGC is a key part of their social strategy [76]

79% of people say user-generated content is more influential than brand content [77]

53% of consumers say UGC impacts their buying decisions [78]

48% of consumers trust UGC more than traditional ads [79]

27% of consumers follow brands because of UGC [80]

41% of consumers say they would purchase a product after seeing it in UGC [81]

62% of luxury consumers are influenced by customer reviews on social [82]

31% of luxury fashion shoppers post content after buying [83]

24% of luxury fashion shoppers share wardrobe styling on social [84]

18% of luxury shoppers participate in brand hashtag challenges [85]

72% of consumers say they follow influencers on social media for style inspiration [86]

46% of fashion consumers discover brands via TikTok creators [87]

39% of fashion consumers discover brands via Instagram creators [88]

34% of brands in fashion use micro-influencers [89]

82% of marketers say micro-influencers are effective [90]

68% of marketers say small/medium influencers provide better engagement rates [90]

71% of consumers are more likely to buy when recommendations come from influencers [91]

55% of consumers want to see more UGC from brands [92]

31% of marketers say influencer marketing delivers higher ROI than other channels [93]

44% of marketers measure influencer campaign ROI via engagement metrics [94]

29% measure ROI via conversions/sales lift [94]

53% of brands in fashion use affiliate links with influencers [95]

33% of brands use whitelisting/UGC rights for paid social [96]

26% of brands pay influencers based on performance [97]

48% of consumers say they would trust influencer content more if it was marked as sponsored properly [98]

12% of influencers are paid through product gifting only (no cash) [99]

46% of brands use creator-generated content in ads [100]

27% of luxury brands use co-created content with influencers [101]

40% of luxury fashion brands track creator performance with dedicated dashboards [102]

35% of luxury fashion campaigns include a UGC hashtag [103]

22% of luxury brand posts are from creators rather than the brand account [104]

41% of consumers say influencer content feels more honest than brand ads [105]

29% of consumers say they follow micro-influencers for niche style tips [106]

37% of consumers say they share influencer posts with friends [107]

26% of fashion consumers say they purchase after watching influencer “try-on” videos [108]

30% of luxury fashion UGC is tagged to product pages [109]

44% of luxury fashion shoppers say social proof (likes/comments) affects decisions [110]

In 2023, the average cost per click (CPC) for Instagram ads was about $0.70 [111]

In 2023, the average click-through rate (CTR) for Instagram ads was about 1.20% [111]

In 2023, the average cost per thousand impressions (CPM) for Instagram ads was about $6.60 [111]

In 2023, the average CTR for Facebook ads was about 0.90% [112]

In 2023, the average CPM for Facebook ads was about $7.19 [112]

In 2023, the average CPC for Facebook ads was about $1.72 [112]

TikTok ads benchmarks (2023) show average CPM around $9.07 [113]

TikTok ads benchmarks (2023) show average CTR around 1.00% [113]

TikTok ads benchmarks (2023) show average CPC around $0.66 [113]

57% of marketers use paid social to drive brand awareness [114]

39% of marketers use paid social to drive conversions [114]

61% of social marketers use retargeting ads [115]

91% of consumers are more likely to convert after remarketing [116]

Dynamic product ads can increase conversion rates by 8% [117]

Instagram Shopping: 130+ million accounts tap on shopping posts every month [118]

Instagram Shopping: 2 million advertisers use Shopping [119]

Facebook Shops launched to enable businesses to sell, with 200 million people visiting Shops each month (global, 2020) [120]

TikTok Shop launched in 2021 and reached 6.5 million merchants by 2023 [121]

TikTok Shop had 100 million monthly active buyers in 2023 (China & international aggregate) [122]

35% of luxury brands use retargeting in paid social [123]

28% of luxury brands use lookalike audiences [124]

24% of luxury brands use interest targeting for fashion categories [125]

18% of luxury brands use custom audiences based on past website visitors for social ads [126]

41% of luxury brands use carousel ads for product showcases [127]

36% of luxury brands use video ads in feed on Instagram [128]

44% of luxury brands use collection ads on Facebook [129]

29% of luxury brands use TikTok Spark Ads [130]

33% of marketers say UGC ads perform better than branded content [131]

47% of marketers say shoppable content shortens purchase journeys [132]

26% of shoppers buy directly from social media [133]

40% of shoppers use social media to find products [133]

78% of social media buyers complete purchase within a week of discovering a product [133]

Pinterest: 87% of weekly Pinners use Pinterest to plan purchases [134]

Pinterest: 58% of Pinners say they have bought items they found on Pinterest [134]

24% of luxury shoppers purchased after seeing a “tagged product” on social [133]

31% of luxury shoppers purchased after viewing a shoppable video on social [133]

16% of luxury shoppers say “live shopping” on social led to a purchase [135]

46% of luxury brands use tracking pixels for social-to-site attribution [136]

23% of luxury brands use server-side tracking for better attribution [137]

44% of marketers use UTM parameters to measure social campaigns [138]

62% of marketers say reporting and measurement are key challenges [139]

28% of marketers cite privacy changes (iOS/ATT) as affecting paid social targeting [140]

45% of luxury marketers use conversion APIs/advanced tracking [141]

19% of luxury brands are testing retail media ads on social platforms [142]

36% of luxury brands run “dark posts” for social ads [143]

27% of luxury brands test A/B creative variants weekly on social [144]

22% of luxury brands use AI creative optimization for ads [145]

30% of luxury brands use influencer content as paid social ads via whitelisting [92]

In 2023, Instagram had 2 billion monthly active users (global) [146]

In 2023, TikTok had 1 billion monthly active users (global) [147]

As of April 2024, TikTok had 1.5 billion monthly active users [148]

As of 2024, Facebook had 3.07 billion monthly active users [149]

As of 2024, X (Twitter) had 528 million monthly active users [150]

As of 2024, YouTube had 2.5 billion logged-in monthly active users [151]

Pinterest had 465 million monthly active users as of 2024 [152]

Snapchat had 422 million monthly active users in 2024 [153]

LinkedIn had 1 billion registered users as of 2024 [154]

76% of Instagram users use Instagram to discover new products [155]

70% of TikTok users have discovered a product on the platform [156]

40% of Instagram users say they use the platform to explore brands [157]

51% of US luxury fashion consumers use Instagram at least weekly [158]

29% of US luxury fashion consumers use TikTok at least weekly [159]

42% of luxury consumers use Instagram Stories [160]

37% of luxury consumers follow fashion creators on TikTok [161]

63% of luxury consumers say they use Instagram for inspiration [162]

26% of luxury consumers say they use TikTok for inspiration [163]

44% of luxury consumers are aged 18-34 [164]

58% of TikTok users are aged 18-34 [165]

52% of Instagram users are female [166]

56% of TikTok users are male [167]

36% of luxury consumers use YouTube weekly for fashion content [168]

45% of luxury consumers use Pinterest monthly to plan purchases [169]

33% of luxury consumers use Twitter/X monthly for fashion news [170]

28% of luxury consumers use Facebook monthly for brand updates [171]

21% of luxury consumers use WhatsApp to interact with brands [172]

39% of luxury consumers use Instagram to look for discounts/promotions [173]

24% of luxury consumers use TikTok to look for discounts/promotions [174]

47% of luxury consumers say they follow brands on Instagram because they like the visual style [175]

35% of luxury consumers follow creators on TikTok for fashion expertise [176]

52% of Instagram users are interested in fashion content [177]

41% of TikTok users are interested in fashion content [178]

61% of Gen Z uses social media [179]

73% of 18-29-year-olds use social media [180]

48% of luxury fashion social traffic comes from Instagram [181]

17% of luxury fashion social traffic comes from TikTok [181]

12% of luxury fashion social traffic comes from YouTube [181]

9% of luxury fashion social traffic comes from Facebook [181]

7% of luxury fashion social traffic comes from X [181]

82% of luxury brand executives say social media is important to their business [182]

70% of luxury consumers use social media to discover luxury brands [183]

54% of luxury consumers say social media influences which luxury brands they consider [184]

85% of luxury consumers say social media helps them stay up to date on new products [185]

58% of luxury brands use Instagram as a primary social channel [186]

44% of luxury brands say social media is a top marketing channel [187]

33% of luxury brands report that social media drives customer acquisition [188]

49% of luxury brand marketers measure social media performance using engagement rate [189]

46% of luxury brand marketers use reach/impressions as a key metric [189]

41% of luxury brand marketers use follower growth as a key metric [189]

38% of luxury brand marketers use click-through rate (CTR) to evaluate social media performance [189]

36% of luxury brand marketers use conversion metrics from social media [189]

61% of surveyed marketers say social media increases brand awareness [190]

39% of luxury consumers have purchased a luxury product because of a social media post [191]

28% of luxury consumers say they bought from a brand they discovered on Instagram [192]

23% of luxury consumers say they bought from a brand they discovered on TikTok [193]

64% of marketers say social media is effective at building relationships with consumers [194]

54% of luxury brands report social media improves their brand image [195]

47% of luxury brands report social media helps with customer retention [196]

51% of luxury brands use social listening tools [197]

29% of luxury brands use marketing automation integrated with social [198]

37% of luxury brands publish weekly promotional content on social platforms [199]

42% of luxury brands say they increased social media posting frequency in the last year [200]

48% of luxury consumers follow luxury brands on Instagram for product updates [201]

56% of luxury consumers follow luxury brands on YouTube for fashion content [202]

40% of luxury consumers say video content on social influences their purchase decisions [203]

62% of luxury marketers prioritize Instagram in their paid social strategy [204]

33% of luxury marketers prioritize TikTok [205]

45% of luxury brands run influencer campaigns monthly [206]

59% of luxury brands use Instagram Stories [207]

25% of luxury brands use TikTok brand accounts [208]

31% of luxury brand marketers allocate budgets to influencer marketing for social [209]

22% of luxury brands state ROI is hard to measure for social media [210]

68% of marketers say social media engagement is important for their brand [211]

53% of luxury consumers are more likely to trust brands they see recommended on social media [212]

34% of luxury consumers rely on user-generated content when shopping [213]

27% of luxury consumers say they share luxury posts with friends [214]

39% of luxury consumers say social media posts lead to store visits [215]

45% of luxury brands use shoppable posts to drive purchases [216]

37% of luxury brands use paid partnership labels in influencer posts [217]

1.96% median engagement rate for luxury fashion Instagram accounts [218]

3.10% median engagement rate for luxury fashion TikTok accounts [6]

74% of marketers say video helps them reach and engage customers [219]

58% of luxury fashion marketers use short-form video on social [220]

46% of luxury consumers say they prefer brands that post regularly on social [221]

41% of luxury consumers say social media helps them decide on a purchase timing [222]

35% of luxury consumers discover brands via hashtags [223]

30% of luxury consumers discover brands via influencer accounts [224]

49% of luxury consumers say authenticity is important in social media content [225]

55% of luxury consumers value behind-the-scenes content [226]

63% of luxury consumers are more engaged with brands that respond to comments on social [227]

22% of luxury consumers say they are more likely to purchase after seeing an influencer unboxing [228]

18% of luxury consumers say they bought due to live-stream shopping on social [229]

52% of luxury brand marketers use Instagram Live/Stories for events [230]