How do fashion brands socially interact?

Fashion is all about being seen and being heard – and in today’s world, social media is a global-sized champagne reception darling.

New analysis from leading worldwide social media analytics and optimisation company, Socialbakers, reveals fashion’s top performers on social media which includes Michael Kors, Dior, Forever 21 and Victoria’s Secret.

The study conducted across Facebook, Twitter, Instagram and YouTube, analysing data between January – April 2014 shows that high street brands are seeing increasing engagement on Facebook and Instagram whilst consumers prefer to engage with luxury brands on Twitter.

Michael Kors was the top performer on Facebook and also showed high follower rates on Instagram with an increasing fan base and a high level of fan engagement.

The reason for their success could be attributed to a broader, more varied consumer demographic audience. Combining this with a frequent and varied posting schedule, rich with product shots, proves to be winning for these brands.

In contrast, Twitter has become a haven for high fashion brands, tapping into a more fashion-conscious audience who are looking to be kept up with the very latest in designer and celebrity partnership news. Tweets containing high-fashion images such as the Chanel Spring-Summer catwalk show and branded vines have been the top performing tweets.

Play your harmony! Discover your perfect palette with CHANEL #LES4OMBRES https://t.co/yLqFsDio0m

— CHANEL (@CHANEL) July 14, 2014

“Social is defining the future of marketing, particularly in fashion where we’re seeing followers engage with their favourite brands more and more via social networks,” said Jan Rezab, CEO of Socialbakers. “We see a marked difference in the way consumers interact with high fashion versus high street; Twitter is a hub for the latest high fashion news whereas high street brands perform best on Facebook. What’s really working for fashion brands is visually inspiring video and images – those brands that post the most video and photos rank the most highly across all networks.”