Fashion & Luxury Brands Social Media Performance: Insight Report 2024

Fashion and Luxury brands are increasingly leveraging social media to enhance their engagement and brand presence.

In the latest Report By Dash Hudsan, we uncover how Fashion & Luxury brands are leveraging the native strength offer by TikTok, Instagram and YouTube to build their brands social strategies.

Before we begin, let's take a look at the key KPIs for social media performance.

In this report we will share how the Luxury & Fashion Brands performance on a specific social media platform.

The brands use their creative strength and the brand appeal and crafted their content strategy that suite particularly well to a specific platform.

TikTok being the platform with most significant growth, followed by Instagram.

Many brands have established their presence on YouTube as viewers switch between Short-form to Long-form of content.

Summary of the Report:

TikTok: Number One Engagement Platform For Fashion & Luxury Brand

TikTok remains a crucial platform for fashion and luxury brands, offering high engagement potential despite some challenges:

• Industry sees an average of 144.9K video views per post on TikTok, a 4% increase from the previous period.
• However, the engagement rate has decreased by 8% to 3.3%.
• Brands post an average of 4 times per week, reaching an audience of 105.3K

Instagram: High Visual Appeal & Engagement

Instagram continues to be a vital platform for fashion and luxury brands, offering a mix of visual appeal and engagement:

• The industry boasts an average follower count of 4M on Instagram.
• Effectiveness Rate and Entertainment Score show room for improvement, indicating an opportunity to adapt content strategies.

YouTube: Long-Form Content Use For Brand Storytelling

YouTube offers fashion and luxury brands a platform for in-depth storytelling:

• The industry sees some of the highest video views for On-Demand content across all sectors.
• While Shorts have lower view counts, they generate similar engagement levels to longer videos.

Cross-Platform Strategy: Tommy Hilfiger

Tommy Hilfiger demonstrates effective cross-platform strategy:

• TikTok: Collaborations with influencers and trend-driven content.
• Instagram: Polished campaign imagery and lifestyle content.
• YouTube: In-depth brand storytelling and fashion show coverage

Fashion & Luxury Brands Should Tailor their Strategy for Each Platform

Based on the data and brand examples, here's how fashion and luxury brands should approach each platform:

TikTok: Focus on creating highly engaging, trend-driven content. Despite lower engagement rates, the platform's reach potential remains strong.

Gucci: Leverages playful content that resonates with younger audiences, aligning with TikTok's dynamic nature

Instagram: Balance traditional luxury imagery with more interactive content to improve Effectiveness Rate and Entertainment Score.

Jacquemus, leads on Instagram with striking visuals, blending minimalism with playful style

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A post shared by JACQUEMUS (@jacquemus)

YouTube: Invest in both long-form content for in-depth storytelling and Shorts for quick engagement.

Prada uses YouTube for a variety of content, including high-fashion collections, event showcases, nature documentaries and sports. Taking advantage of YouTube’s long-form storytelling

Conclusion

Luxury industry can draw valuable lessons from the success of this brand, adapting its social media strategy to align with its unique position in the market.

By tailoring approaches to specific platforms that resonate with their audience and reflect the brand’s cultural essence, luxury brands can effectively integrate digital engagement with their traditional values.

Those that successfully combine timeless luxury with innovative digital strategies are poised to excel in the ever-evolving social media landscape.

Full Report Luxury Industry Social Media Benchmark Report - By Dash Hudsan