Victoria Beckham reigned over the social media scene during New York Fashion Week.
According to data compiled by Shareablee, a social media analytics firm, the celebrity-turned-designer garnered 3.7 million social actions on Facebook, Twitter and Instagram. That included likes, comments, favorites, retweets and shares between Sept. 10 and Sept. 17. Beckham has 18 million combined followers on Facebook, Twitter and Instagram and posted a total of 95 times throughout the week.
While fashion week brought the usual digital hubbub, with millions of social media users feverishly refreshing their feeds to see looks from their favorite brands, the importance of not just celebrity, but also video stood out.
“This was the first time you could just open [an] app and choose a show from a live-stream,” said Dan Porter, head of digital at fashion show producer IMG. “You could get in our app, or see it in venues and on the Web site, so it was really about reaching people in every possible place.”
Porter noted that the fashion crowd has especially embraced the slow-motion video trend because it allows the creator to produce more “polished” content.
The live-streaming of shows exploded onto the scene in 2010 and hasn’t slowed down. In addition to the standard runway show live-stream on a brand or designer’s site and social media channels, Twitter-owned live-streaming service Periscope generated quite a bit of buzz. Among the brands to use Periscope were Badgley Mischka, Naeem Khan, Libertine, Jeremy Scott, Hervé Leger, Yigal Azrouël, Rebecca Minkoff and Rachel Zoe.
Porter said IMG was one of the first to capture a runway experience with GoPro — but the company wanted to “up its app game” this season with services such as Snapchat and Periscope.
Still, much of the social media content from shows mirrored that of seasons’ past. Shows were packed with rows of faces lit up by their smartphone screens, quickly snapping looks as they walked down the runway in a rush to post, tweet and otherwise share. There was a lot of the same, especially on Instagram, but this didn’t seem to hinder many from interacting with their favorite brands and designers.
Coming in at a distant second behind Beckham in the Shareablee study was Michael Kors, which has 25.1 million combined followers but saw less than a third of Beckham’s actions, or just 1.1 million social engagements. Kors posted 94 times.
Givenchy’s elaborate outdoor show helped the brand nab the third place spot with one million social actions. Rounding out the top 10 were Sherri Hill, Jeremy Scott, Rachel Zoe, Marc Jacobs, Diane von Furstenberg, Lacoste and Coach.
The only three brands to generate actions in the millions were Victoria Beckham, Michael Kors and Givenchy. Combined, they accounted for just over a third of total social media actions during New York Fashion Week.
Kate Spade New York didn’t make the top-ten list, although it was the top brand on Facebook and had the most popular Facebook post of any designer, tapping into the celebrity trend. On Sept. 14, the brand debuted the third episode of its #missadventure featuring Anna Kendrick. A single post with Kendrick accounted for 82 percent of Kate Spade’s total Facebook activity, including 74,000 likes, 2,800 comments and 9,300 shares. The video has already been viewed more than six million times.
Looking at posts from individuals, Selena Gomez had the top Facebook and Instagram photo, an image from the garden at Polo women’s presentation on Sept. 11 at the McKittrick Hotel. On Instagram, the photo racked up 1.5 million likes and on Facebook around 312,000.
Instagram has long been a favorite of the visually oriented fashion set and remains the platform of choice, fueling 94 percent of all the fashion week social actions. Ninety-seven percent of Beckham’s interactions came from Instagram.