Surprisingly, Facebook did not yield much excitement or results among fashion brands. Men’s brands posted twice on average and received close to 2000 interactions per brand. And for women’s brands the average post rate was 8 with interactions only reaching an average of 8000.
Well-known brands dominated engagement during NYFW due to their larger follower counts and established social presence. Cross-promoting Men’s and Women’s shows likely helped, as four of the top five brands on Instagram (in terms of NYFW:W and NYFW:M interactions) produced men and women’s collections. Victoria Beckham was the exception.
These results suggest that Instagram is the ideal platform for covering visually-oriented events in real-time. Stay tuned for our upcoming study on NYFW.
L2 emails keep you up to date on how brands are leveraging digital to grow their businesses.
Join Our EMail List