Consumers prefer Twitter for high fashion, reveals a study conducted by Socialbakers, a worldwide social media analytics and optimisation company.
Socialbakers analyzed data on various social media networks, including Facebook, Instagram, Twitter and YouTube, during January-April 2014, according to a company press release.
The analysis showed that high street brands are seeing increasing engagement on Facebook and Instagram, whilst consumers prefer to engage with luxury brands on Twitter.
Twitter has become a haven for high fashion brands, tapping into a more fashion-conscious audience who are looking to be kept up with the very latest in designer and celebrity partnership news, reveals the study.
Tweets containing high-fashion images such as the Chanel Spring-Summer catwalk show have been the top performing tweets. Dior, Chanel, Louis Vuitton, Victoria’s Secret and Dolce & Gabbana were the top five fashion brands in terms of number of followers, while Addidas NEO Label had the largest number of interactions, during the study period.
Facebook and Instagram turned out to be drivers of mass marker awareness for mainstream brands. Michael Kors was the top performer on Facebook with over 2.8 million fans and 8.9 million interactions.
Forever 21 had over 1 million followers on Instagram, followed by Victoria’s Secret, H&M, Louis Vuitton, and Michael Kors.
Results show more mainstream brands such as Michael Kors, Converse and H&M comprise the top performing brands on Facebook and Instagram, both in terms of follower growth and interaction.
The reason for their success could be attributed to a broader, more varied consumer demographic audience. Combining this with a frequent and varied posting schedule, rich with product shots, proves to be winning for these brands.
“We see a marked difference in the way consumers interact with high fashion versus high street; Twitter is a hub for the latest high fashion news whereas high street brands perform best on Facebook. What’s really working for fashion brands is visually inspiring video and images – those brands that post the most video and photos rank the most highly across all networks,” said Jan Rezab, CEO of Socialbakers.
Fibre2fashion News Desk - India