In our latest video interview, L2’s Head of Research & Advisory Maureen Mullen talks about this year’s rise of the visual web. Led by Instagram, which registers 25x higher engagement than any other social platform, photo and video-sharing apps like it and Vine and SnapChat are not only extremely popular with individual users but also with brands. In the luxury space, fashion houses and fashion designers rule Instagram, with Chanel dominating in number of hashtag mentions (despite not having an official account) and the always innovative Oscar de la Renta using it instead of Vogue to debut its new Fall campaign advertorial. Mullen points out that driving these platforms’ success is that they are “mobile-native” and capitalize on our increasingly on-the-go lifestyle.
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