The Luxury Industry Social Media Benchmarks
The Social Media Benchmarks for Luxury Brands To Maximize ROI
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To win in today’s social media landscape, luxury brands must understand what truly resonates with their audiences to maximize ROI and achieve lasting success. While metrics like follower count and growth rate remain essential, luxury brands are focusing on metrics such as engagement, owned reach and posting cadence to gain a deeper understanding of how content is received.
In Dash Hudson’s latest TikTok, Instagram and YouTube benchmark reports, uncover which luxury KPIs are critical to brands’ social strategies and learn how leading brands are staying ahead of the competition.
Luxury Industry Benchmarks and Statistics
Taux de croissance mensuel moyen des médias sociaux pour Followers/ Abonnés
TikTok
6.0%
0.7%
Youtube
1.4%
* Les données sur le taux de croissance des adeptes sont tirées de l'étude 2024 Fashion and Luxury Industry Benchmarks. Voir le rapport pour la méthodologie complète.
The Average Monthly Growth Rate measures the rate at which a luxury brand increases its follower count month-over-month. Brands can expect different growth trajectories per channel, with TikTok still seeing significant follower growth. Many brands in the luxury industry have well-established Instagram presences, leading to a natural saturation in growth. YouTube has recently experienced growth as users increasingly shift from traditional media to social media for entertainment.
Luxury Industry Highlights From Leading Brands
The luxury industry is at a pivotal moment for strategic evolution on social media. Instagram showcases the challenge of balancing brand legacy with trends, TikTok reveals an opportunity for deeper engagement and YouTube emphasizes the strength of long-form content.
Gucci
Gucci has become one of the most engaging brands on TikTok, blending its iconic luxury fashion with the platform’s love for creativity and individuality. The brand capitalizes on TikTok’s desire for entertainment with behind-the-scenes footage, as well as celebrity highlights.
Gucci outperforms the average engagement rate for luxury brands by +227.3%.
Jacquemus
Jacquemus leads on Instagram with striking visuals, blending minimalism with playful style. The brand often takes a social-first approach to its marketing, leveraging the format to its fullest extent for artistic expression, and audiences have taken notice.
Jacquemus outperforms the average engagement rate for luxury brands by +1,200%.
Prada
Prada uses YouTube for a variety of content, including high-fashion collections, event showcases, nature documentaries and sports.Taking advantage of YouTube’s long-form storytelling, this video-first approach emphasizes the brand’s craftsmanship and artistic vision.
Prada outperforms the average video views for luxury brands by +482%.
In This Luxury Industry Benchmark Report You’ll Learn:
- Opportunities for luxury brands on Instagram to enhance their connection with audiences through strategic content adaptation.
- Le potentiel d'augmentation de engagement sur TikTok, malgré les difficultés actuelles à trouver un écho auprès d'un large public.
- How long-form content on YouTube drives success for luxury brands, contrasting with the lower views but similar likes of Shorts.
- La nécessité pour les marques de faire évoluer leurs stratégies sur les différentes plateformes afin d'aligner la diffusion de contenu sur les attentes du public et sur le site engagement.
Dash Hudson pulled a sample of global and international companies across TikTok (n=1,073), Instagram (n=2,965), and YouTube (n=685), analyzing their activity between Jul 1, 2023 – Dec 31, 2023, to determine average performance against a predetermined set of KPIs. We have included handles with a minimum of 1K followers.