The Luxury Industry Social Media Benchmark Report

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%.

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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.
• 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 luxury 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.