Social Media In The Textile Industry Statistics

In the U.S., social media users are more likely to follow brands; 55% of adults do so (Statista/Pew). [1]

70% of consumers feel more connected to brands when they respond on social (Sprout Social). [2]

42% of consumers expect a response within 60 minutes on social media (Sprout Social). [3]

63% of consumers say they are more likely to buy from brands they follow (Sprout Social). [3]

90% of consumers say content is important for purchase decisions (Curata). [4]

72% of people who engage with brands on social media do so because they want to interact and connect (Sprout Social). [5]

82% of marketers use social media for engagement (Hootsuite). [6]

44% of social media managers say engagement is their top KPI (Social Media Examiner). [7]

78% of people say they are influenced by brand posts they share/like (Stackla/consumer engagement). [8]

Posts with UGC see higher engagement; UGC is 28% more likely to drive engagement (Stackla). [8]

79% of people say UGC highly impacts their purchasing (Stackla). [8]

60% of consumers say they follow brands for discounts and promotions (survey). [9]

49% of consumers say they like to see behind-the-scenes content (survey). [6]

67% of consumers want authentic brand content (Stackla/consumer). [8]

53% of consumers say they expect replies to their comments within a day (Sprout Social). [3]

80% of users say they are more likely to purchase after seeing social proof (Bazaarvoice). [10]

45% of consumers want to see more short-form video content from brands (Wyzowl). [11]

55% of businesses say they use social media to increase customer satisfaction (Sprout Social). [12]

73% of marketers say that social media increases brand exposure (Semrush). [13]

60% of consumers discover new products on social platforms (Hootsuite). [6]

41% of businesses say social engagement improves loyalty (industry). [12]

31% of U.S. consumers say they check social media before buying (Pew/Statista derived). [14]

39% of consumers say they’ve changed their mind about a product after reading reviews or comments online (survey). [15]

58% of consumers say reading reviews on social media impacts their buying decisions (review stats). [16]

85% of consumers believe authenticity in social content is important (Stackla). [8]

33% of consumers say they interact with brand communities by commenting at least monthly (Sprout Social). [5]

27% of consumers share brand content on social media at least monthly (survey). [5]

48% of people expect brands to create content tailored to them (Epsilon). [17]

65% of brands measure engagement through likes/comments and reach (Social Media Examiner). [7]

75% of marketers say they track engagement and metrics (Hootsuite). [6]

52% of social media marketers say engagement is the most important metric (Sprout Social). [18]

37% of businesses say they use social data to inform marketing strategy (industry). [7]

61% of marketers say they use social listening (Social Media Examiner). [7]

28% of social media managers say brand reputation risk is top issue (industry). [2]

22% of consumers say they stop following brands after poor posts (survey). [2]

73% of consumers say they have used social media to contact a brand (Sprout Social). [3]

41% of consumers say they use social media to find deals/promos (Sprout Social). [5]

49% of consumers say they’ve saved a post to buy later (Instagram/industry stat). [19]

59% of people say they use Stories to discover brands (Meta insights). [20]

66% of people who engage with brand content feel more favorable toward the brand (survey). [6]

83% of consumers say that watching product videos increases their understanding (Wyzowl). [11]

76% of users say they watch short videos on social platforms (TikTok/industry). [21]

57% of marketers say community management is essential for growth (Sprout Social). [22]

38% of marketers say they use social for PR purposes (Social Media Examiner). [7]

44% of marketers say social media is an important channel for lead generation (Semrush). [13]

52% of consumers say they are more likely to purchase if they have seen comments from others (review stats). [10]

46% of consumers say influencer comments/replies affect their trust (survey). [8]

In 2024, the global influencer marketing market size is forecast to reach $24.1 billion (global forecast, Influencer Marketing Hub). [23]

In 2023, influencer marketing spending in the U.S. reached about $6.16 billion (Influencer Marketing Hub/industry estimate). [23]

67% of marketers say they planned to increase influencer marketing budgets in 2024 (Influencer Marketing Hub). [23]

86% of marketers say influencer marketing is effective (Influencer Marketing Hub). [23]

40% of marketers spend between $1000 and $10,000 per campaign on influencers (Influencer Marketing Hub). [23]

60% of consumers say they follow influencers on social media (Influencer marketing survey). [23]

45% of consumers say influencer content impacts what they buy (Influencer Marketing Hub). [23]

69% of people trust influencer content more than brand content (Stackla report; often used in influencer stats). [8]

25% of marketers say influencer marketing performs better than other channels (Aspire/industry). [24]

58% of marketers say ROI from influencer marketing is measurable (industry survey). [24]

80% of influencer marketers say they run both organic and paid influencer campaigns (industry survey). [24]

63% of TikTok users discover brands via influencer/creator accounts (TikTok insight). [21]

72% of Instagram marketers say Reels are important for growth (Meta/industry summary). [25]

TikTok ad auction and reporting show performance metrics including reach and conversions (TikTok Business ad specs). [26]

Meta provides “Advantage+ Shopping” automation (Meta Business). [27]

Meta’s conversion API allows server-side events to measure and optimize ads (Meta docs). [28]

Google’s “Customer Match” feature allows matching first-party customer lists for ad targeting (Google Ads help). [29]

Pinterest ads allow “Idea Pins” and “Video Pins” with measurable outcomes (Pinterest Business help). [30]

Pinterest “Shopping” ads allow product catalogs for retargeting (Pinterest help). [31]

TikTok Shop supports product tagging and affiliate/creator integration (TikTok Business). [32]

Instagram Checkout allows purchases in-app for eligible merchants (Instagram help). [33]

Facebook’s “Shops” supports product catalogs and inventory syncing (Meta docs). [34]

31% of advertisers use Instagram Stories ads (industry survey). [6]

22% of advertisers use TikTok ads (industry survey). [6]

48% of advertisers use video ads on social (industry survey). [6]

73% of marketers use influencer marketing (HubSpot survey; reported). [35]

59% of marketers planned to use influencer marketing in 2024 (HubSpot). [35]

70% of marketers say they use influencer marketing to drive brand awareness (HubSpot). [35]

24% of marketers say they measure influencer marketing ROI (HubSpot). [35]

72% of people say they prefer to learn about products via video (Wyzowl). [11]

81% of marketers say video has increased traffic to their website (Wyzowl). [11]

30% of TikTok users say “TikTok videos help them decide” (survey reported by TikTok/industry). [21]

In 2023, 3.77 billion people worldwide used social media (Global digital reports). [36]

In 2024, 4.74 billion people worldwide used social media (Global digital reports). [37]

In 2023, 5.04 billion people worldwide had mobile connections (Global digital reports; context for social media access). [36]

In 2024, 5.62 billion people worldwide had mobile connections (Global digital reports; context for social media access). [37]

In 2023, 61.0% of the global population used social media (Global digital reports). [36]

In 2024, 59.2% of the global population used social media (Global digital reports). [37]

Instagram was the most-used social media platform among U.S. online adults (reported as %). [38]

As of 2024, 80% of Instagram users in the U.S. follow at least one business or brand (survey result). [39]

As of 2024, 63% of TikTok users in the U.S. say they follow or have followed a brand/account on TikTok (survey result). [40]

In the U.S., 68% of adults say they use Facebook (Pew). [38]

In the U.S., 82% of Pinterest users say they have used Pinterest to find ideas or products (survey result reported by Pinterest/industry). [41]

In the U.S., 31% of adults use X (formerly Twitter) (Pew). [38]

In the U.S., 50% of adults use Instagram (Pew). [38]

In the U.S., 38% of adults use TikTok (Pew). [38]

In the U.S., 28% of adults use Snapchat (Pew). [38]

62% of marketers say social media is “important” to their business (HubSpot survey). [42]

55% of social media marketers say they are increasing their investment in social media (HubSpot survey). [42]

72% of people who use TikTok have bought something after seeing a TikTok (survey result reported by TikTok/industry summaries). [43]

49% of users use Instagram daily (reported by Instagram usage research). [6]

65% of Instagram users say they discover products on Instagram (survey result). [6]

TikTok average time spent per user is 23.8 hours per month (global average, data cited by DataReportal). [37]

Facebook average time spent per user is 11.2 hours per month (global average, data cited by DataReportal). [37]

Instagram average time spent per user is 12.8 hours per month (global average, data cited by DataReportal). [37]

TikTok is used by 24.1% of internet users worldwide (global share of users, DataReportal). [37]

Instagram is used by 37.7% of internet users worldwide (global share of users, DataReportal). [37]

Facebook is used by 53.3% of internet users worldwide (global share of users, DataReportal). [37]

YouTube is used by 73.0% of internet users worldwide (global share of users, DataReportal). [37]

42% of people say they would not have made a purchase if not for social media (Meta survey via Meta/industry reporting). [44]

Social media drives 31% of ecommerce traffic globally (global ecommerce analytics summary by Criteo/industry). [45]

56% of consumers say they follow brands on social media to see new products (Sprout Social survey summary). [5]

40% of consumers say they visit a brand’s website after seeing it on social (Sprout Social survey summary). [5]

79% of people say user-generated content highly impacts their purchases (Stackla report). [8]

49% of consumers say they like to see UGC from creators (Stackla report). [8]

UGC is 2.9x more likely to convert than brand content (Stackla report). [8]

84% of users say they were convinced to buy after seeing a recommendation or review (PowerReviews/industry). [46]

45% of purchases are influenced by social media in some way (global consumer survey summary by Nielsen/industry). [47]

2023 saw social commerce growth; social commerce accounted for 9% of global ecommerce in 2023 (eMarketer/industry summary). [48]

2025 is forecast to make social commerce account for 16% of global ecommerce sales (eMarketer/Insider Intelligence). [48]

Social commerce sales are forecast to reach $1.2 trillion by 2025 (Insider Intelligence/eMarketer). [48]

2024 global social commerce sales are forecast to reach $910 billion (Insider Intelligence/eMarketer). [48]

31% of online shoppers discover products on social media weekly (Coresight/industry reporting). [49]

23% of online shoppers discover products on social media daily (Coresight/industry reporting). [49]

40% of TikTok users say they are more likely to buy after watching a brand on TikTok (survey reported by TikTok). [21]

57% of consumers say they follow brands on social media to learn more about products (Sprout Social). [5]

48% of people use social media to look for new products/services (Nielsen/industry summary). [50]

Instagram Reels launched August 2020; by 2022 Reels became a major driver for discovery (business insight). [51]

50% of Instagram users say they use it to research products (Meta consumer insights). [52]

70% of marketers use Instagram (Hootsuite social media stats). [6]

65% of marketers use TikTok (Hootsuite social media stats). [6]

58% of marketers use YouTube (Hootsuite social media stats). [6]

62% of marketers use Facebook (Hootsuite social media stats). [6]

74% of marketers use LinkedIn (Hootsuite social media stats). [6]

29% of U.S. adults say they have bought something after seeing it on social media (Pew; social media usage and purchasing). [53]

In 2023, 56% of surveyed consumers say they use social media to get inspiration for what to buy (McKinsey/consumer survey summary). [54]

2024: 59% of marketers prioritize “content for social media” as a top priority (Social Media Examiner data). [7]

2024: 63% of marketers say they created content specifically for social media (Social Media Examiner data). [7]

2024: 41% of marketers say social media gives them better ROI than other channels (Social Media Examiner). [7]

2024: 64% of marketers say video is part of their social media strategy (Social Media Examiner). [7]

2024: 54% of marketers say they post videos on social media weekly (Social Media Examiner). [7]

2024: 48% of marketers say they use influencer marketing (Social Media Examiner). [55]

2024: 38% of marketers say they use paid social ads (Social Media Examiner). [56]

2024: 45% of marketers say they use social media listening tools (Social Media Examiner). [7]

2024: 67% of marketers say social media helps customer retention (Sprout Social survey). [12]

2024: 60% of marketers say social media helps build brand awareness (Sprout Social survey). [12]

2024: 52% of marketers say social media helps increase sales (Sprout Social survey). [12]

2024: 63% of consumers say they have used social media to contact a brand for customer service (Sprout Social). [3]

35% of global microplastics pollution comes from synthetic textiles (UNEP). [57]

Global textile production is increasingly impacted by social media brand presence; e.g., H&M uses Instagram and TikTok campaigns (company reporting; not a numeric industry statistic). [58]

Fashion accounts for 2% of global greenhouse gas emissions (UN). [59]

The fashion industry is responsible for 20% of wastewater globally (UN). [59]

In the EU, textiles waste is increasing; only about 1% of clothing is recycled into new garments (European Commission/industry summary). [60]

The EU reported that 87% of textiles waste is landfilled or incinerated (European Environment Agency cited). [61]

24% of consumers say they buy sustainable products because of social media (study summary). [62]

66% of consumers are willing to pay more for sustainable brands (Nielsen). [63]

73% of consumers are more likely to trust a brand that provides transparency (Edelman). [64]

48% of consumers want brands to show proof for sustainability claims (Nielsen/Edelman summary). [65]

64% of consumers consider a brand’s sustainability in their purchase decisions (IBM). [66]

57% of consumers say they have avoided or stopped buying products from companies that are not ethical (IBM). [66]

2023: 50% of consumers say they have purchased because they thought the brand’s sustainability was credible (McKinsey). [67]

2023: 46% of consumers say they need more information to verify sustainability (McKinsey). [67]

EU Commission: planned “Green Claims” Directive aims to substantiate environmental claims (EC). [68]

EU Commission: the Digital Product Passport will provide product traceability info (EC). [69]

Digital Product Passport is part of the Ecodesign for Sustainable Products Regulation (EC). [70]

The EU’s Corporate Sustainability Reporting Directive (CSRD) requires sustainability reporting (EC). [71]

The EU’s Corporate Sustainability Due Diligence Directive proposal addresses human rights and environmental impacts (EC). [72]

2024 FTC: “Green Guides” provide guidance on environmental marketing claims (FTC). [73]

2023: US SEC climate disclosure rules were finalized then stayed (context; not textile-specific). [74]

2022: 30% of consumers in one survey say they check social media for sustainability proof (survey). [75]

2023: 58% of consumers say they have seen sustainability claims on social media (survey). [76]

2023: 36% of consumers distrust sustainability claims because they’re too vague (survey). [76]

2022: 59% of consumers want to know where products are made (Nielsen). [77]

2022: 53% of consumers say they want to see materials composition info (survey). [78]

2023: 47% of consumers say they rely on social media influencers for sustainability knowledge (survey). [79]

2018: “Transparency” is cited as a top factor by 73% of consumers (Edelman). [80]

2023: 55% of consumers want brands to provide supply chain information (IBM). [66]

2024: 74% of consumers say they value brands being honest about sustainability claims (Sprout Social/consumer ethics summary). [2]

2024: 41% of consumers have refused brands based on misinformation (Edelman). [64]

2023: 28% of consumers say they use social media to check if brands are sustainable (survey). [81]

2022: 65% of consumers want third-party certifications displayed (Nielsen/industry). [82]

2021: 35% of consumers avoid brands accused of greenwashing (survey). [83]

2022: 49% of consumers say they trust sustainability information from experts more than from brands (survey). [84]

2023: 42% of consumers say they share sustainable purchases on social media (survey). [85]

77% of consumers have used Instagram to research products (Sprout Social consumer survey). [86]

31% of social media users use it to research products (Statista consumer behavior statistic page). [87]

In the UK, 32% of social media users say they buy products after seeing them on social media (Statista). [88]

In a Shopify survey, 54% of shoppers said they discovered new products through social media (Shopify/industry reporting). [89]

In a survey, 36% of consumers purchased a product after seeing it on TikTok (Oberlo/industry). [90]

Pinterest reported that 93% of Pinners use Pinterest to plan purchase decisions (Pinterest data). [91]

Pinterest reported that 83% of weekly Pinners say Pinterest inspires them (Pinterest). [91]

Fashion brands are among the top categories on Pinterest by ad revenue (Pinterest industry insights). [92]

Instagram says retailers can tag products on posts and stories; product tagging is available for eligible accounts (Instagram Business help docs). [93]

Facebook/Instagram Shops enable brands to sell directly on social; feature rollout info (Meta). [94]

TikTok Shop supports product listings and checkout within TikTok (TikTok Business info). [32]

Pinterest “Shop the Look” feature lets users shop featured products (Pinterest help/feature page). [95]

18% of consumers say social media influenced their decision on what to buy “a lot” (Pew-derived consumer behavior, Statista page). [96]

41% of consumers say they have purchased an item online after seeing it on social media (Statista). [97]

67% of shoppers say product reviews and UGC affect purchase decisions (Bazaarvoice/PowerReviews style industry reports). [10]

40% of shoppers say they trust influencer recommendations (Influencer Marketing Hub). [23]

60% of Instagram users say they research brands on social before buying (Influencer Marketing Hub/IG stats). [98]

76% of consumers say they’re more likely to purchase if brands respond to comments (Sprout Social). [2]

40% of consumers say they purchase because of influencer content at least monthly (Influencer Marketing Hub). [23]

43% of women in a survey discovered fashion products via social media (e.g., fashion eCommerce survey summary). [99]

27% of online shoppers buy clothing they saw on social media (industry report). [89]

58% of consumers say they use social media for shopping inspiration (Hootsuite). [6]

65% of fashion shoppers discover new brands via social media (fashion marketing stats summary). [100]

In the U.S., 28% of online shoppers used Instagram to shop or find products (Digital Commerce 360 survey; Statista). [101]

In the U.S., 21% of online shoppers used TikTok to shop or find products (Statista). [102]

UGC can increase conversion rates by 4.1% for fashion brands (Curalate/industry case). [103]

72% of consumers say they would rather learn about products through short-form video (Wyzowl video marketing stats). [11]

91% of brands use social media marketing (Semrush survey). [13]

48% of marketers said social media marketing increased brand awareness (Semrush survey). [13]

26% of marketers said social media marketing increased sales (Semrush survey). [13]

19% of fashion brands report that social media is their top acquisition channel (fashion marketing survey summary). [104]

37% of fashion brands use influencer marketing (survey summary). [105]

22% of brands say social media is their most effective channel for customer acquisition (eMarketer/industry). [106]

30% of consumers say they’ve bought clothing items after watching influencer videos on social (influencer shopping survey). [107]

38% of consumers say they are likely to purchase fashion items featured in influencer posts (influencer stats summary). [108]

70% of teens say they discover brands on social platforms (Pew youth survey). [109]

52% of millennials say social media helps them decide what to buy (Pew/Statista derived). [110]

46% of Gen Z say social media influences what they purchase (Pew/Statista derived). [111]

35% of shoppers say they have purchased clothing after seeing it on social (survey summary). [6]

28% of shoppers say social media content influenced their clothing purchase decision “a lot” (survey summary). [2]