Followers are often used as a measure of success on Instagram, but branded hashtags are another sign of an invested and evangelizing fan base. Many hashtagged brand mentions occur organically – such as the near 5 million mentions of Chanel before the brand was present on the platform.. Yet brands can encourage them: Marc Jacobs generated 70,000 mentions of #CastMeMarc with a campaign asking users to nominate themselves or a friend as models, and Rebecca Minkoff encourages use of #RebeccaMinkoff by featuring select snaps on product pages.
L2’s Insight Report on Fashion Social Media finds a direct correlation between brand mentions and followers, and some brands have leveraged that more adeptly than others. As shown in the graph below, Christian Louboutin and Dolce & Gabbana are over-achievers who have converted their fans to followers. Chanel’s late arrival to Instagram (joined October 2014) may have cost the brand, as it has failed to create a follower base that matches organic Interest.
Fashion brand Céline also appears to be in the underachieving category, not present on Instagram despite 9 million mentions.