The Luxury Industry Social Media Benchmark Report
In the latest TikTok, Instagram and YouTube benchmark reports, uncover which KPIs are critical to luxury brands’ social strategies.
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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.
Luxury Industry Benchmarks and Statistics
Taux de croissance mensuel moyen des médias sociaux pour Followers/ Abonnés
TikTok
5.8%
0.7%
Youtube
1.1%
* Follower growth rate data taken from the September 2024 Fashion and Luxury Industry Benchmarks. See the report for the full methodology.
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.
Tommy Hilfiger drives high TikTok engagement by blending iconic fashion with modern pop culture, featuring collaborations with creators and celebrities. Its content is always fun, topical and interesting — the key ingredients to any successful TikTok strategy.
Tommy Hilfiger outperforms the luxury industry by 95%.
Schiaparelli earns high Instagram engagement through stunning visuals that leave an impression on audiences. The brand’s posts offer a glimpse into its intricate designs on the runway, on red carpets and in the studio, captivating audiences of luxury enthusiasts.
Schiaparelli outperforms the luxury industry by 156%.
Bottega Veneta leads in YouTube video views with its high-quality fashion films and detailed looks at the creation of its seasonal lines. These videos appeal to a sophisticated audience interested in the artistry behind luxury fashion, elevating the brand’s prestige and earning high view counts.
Bottega Veneta outperforms the luxury industry by 175.8%.
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.
For the 2H 2024 Social Media Benchmark Reports, Dash Hudson pulled a sample of global companies across TikTok (n=1,150), Instagram (n=2,956), and YouTube (n=631), analyzing their activity between January 1, 2024 – June 30, 2024, to determine average performance against a predetermined set of KPIs. These benchmarks include handles with a minimum of 1K followers, from both customers and non-customers.