During New York Fashion Week, brands demonstrated a clear preference for Instagram Stories over former darling Snapchat. L2 researchers observed that 77% of brands presenting at New York Fashion Week used Instagram Stories to engage loyal followers and gain new ones, up from 69% last year.

Just over half of brand Stories were videos, a slight bump from last season that indicates brands are gradually adapting to Facebook and Instagram’s aggressive video push. Livestreaming was the most common type of Stories content, as most brands (unsurprisingly) used the feature to broadcast their runway shows. Recently added features such as hashtags and location tagging were employed by just a handful of brands, despite their potential to boost visibility. By inserting relevant hashtags and locations into their Stories, brands could make their content more discoverable to consumers searching for NYFW-related posts.

Instagram Stories

Other evidence collected by L2 makes clear that brands primarily used Stories to highlight and advertise their shows. While 86% of brands shared Instagram Stories on the day of their shows, less than half posted on the average day during Fashion Week and a mere 2% posted daily, potentially overlooking other opportunities to attract consumer attention.


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