The Fashion Industry Social Media Benchmarks
The Social Media Benchmarks for Fashion Brands To Maximize ROI
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To win in today’s social media landscape, fashion 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, fashion 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 KPIs are critical to fashion brands’ social strategies and learn how leading brands are staying ahead of the competition.
Fashion Industry Benchmarks and Statistics
Average Monthly Social Media Growth Rate for Followers/Subscribers
TikTok
6.0%
0.7%
Youtube
1.4%
* Follower growth rate data taken from the 2024 Fashion Industry Benchmarks. See the report for the full methodology.
The Average Monthly Growth Rate measures the rate at which a Fashion 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 Fashion 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.
Fashion Industry Highlights From Leading Brands
The fashion 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 fashion 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 fashion 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 fashion brands by +482%.
In This Fashion Industry Benchmark Report, You’ll Learn:
- Opportunities for fashion brands on Instagram to enhance their connection with audiences through strategic content adaptation.
- The potential for increased engagement on TikTok, despite current challenges in resonating with a broad audience.
- How long-form content on YouTube drives success for fashion brands, contrasting with the lower views but similar likes of Shorts.
- The need for brands to evolve strategies across platforms to align content delivery with audience expectations and 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.