Launchmetrics: Dior still queen of Instagram in the luxury, fashion and beauty segments

Launchmetrics has just published its latest study: Dior still shines brightly on Instagram. In the age of Tiktok, Meta’s visual social network still holds its own in the fashion & luxury sector, reaching out to younger generations.

In its latest study, entitled “Exploring Instagram’s influence on brand performance” and published on October 18, artificial intelligence-based brand performance analysis platform Launchmetrics analyzed data from the first six months of the year to June 30.


The results show that Instagram is the social network to have garnered the most MIVs, Launchmetrics’ proprietary unit for measuring media impact. This counts the impact of relevant social networks paid for, owned and earned across different channels.


In collaboration with Lyst – the world’s largest fashion e-commerce platform – Launchmetrics analyzed the performance of nearly 3,500 brands in the luxury, fashion, lifestyle and beauty sectors.


Instagram, champion of brand amplification


Despite TikTok’s exploding popularity, particularly with Generation Z (born between 1995 and 2010), and Twitter’s transformation into X, Instagram retains its leadership position as a brand amplification platform.


With a total MIV of $16.9 billion, the historic visual social network occupies a 57.7% share of brand reach on social networks.


A figure that overshadows the MIV of its sister platform Facebook, which comes in second with $3.5 billion in MIV and an 11.7% share.


TikTok is ahead of YouTube and Chinese social platform Xiaohongshu (RED), which are virtually tied for third place with a MIV of $2 billion and a share of around 6.6%.

TikTok’s international MIV is $1.8 billion.


Instagram’s influence can be felt in the top categories. Fashion dominates, with an MIV of $8.7 billion in the first half of the year, double that of the second-ranked sector, beauty.

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Featured Photo: © Dior

Picture of Victor Gosselin
Victor Gosselin
Victor Gosselin is a journalist specializing in luxury, HR, tech, retail, and editorial consulting. A graduate of EIML Paris, he has been working in the luxury industry for 9 years. Fond of fashion, Asia, history, and long format, this ex-Welcome To The Jungle and Time To Disrupt likes to analyze the news from a sociological and cultural angle.

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