The Fashion Industry Social Media Benchmark Report
In the latest TikTok, Instagram and YouTube benchmark reports, uncover which KPIs are critical to fashion brands’ social strategies.
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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.
Fashion Industry Benchmarks and Statistics
Average Monthly Social Media Growth Rate for Followers/Subscribers
TikTok
4.9%
0.6%
Youtube
0.9%
* Follower growth rate data taken from the September 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.
Kendra Scott's TikTok engagement rate thrives through a mix of sparkling product showcases and fun real-life displays of the brand’s collections. Its content is always high-energy and approachable, effectively drawing in a community keen on style and artisanal charm.
Kendra Scott outperforms the fashion industry by 57.8%.
Stüssy dominates in Instagram engagement by staying true to its roots in streetwear culture and athletics. Its content is made up of dynamic sports footage and authentic glimpses at the brand’s latest products in action. The brand also has a strong focus on sustainability and environmental causes, using its platform for advocacy and change.
Stüssy outperforms the fashion industry by 133.3%.
Ray-Ban leads in YouTube video views with its iconic, timeless style captured in videos that blend classic cool with contemporary edge. Its videos featuring its smart glasses are a must-watch for tech enthusiasts, while its celebrity collaborations and spotlights on the fashion industry succeed at broadening the brand’s appeal.
Ray-Ban outperforms the fashion industry by 105.1%.
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.
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.