“We hadn’t seen Valentino up there in ranking before so it made us want to dig in,” said Tania Yuki, founder and chief executive officer of social analytics firm Shareablee, which pulled together data ranking the social interactions of the top 25 luxury brands on Facebook, Instagram and Twitter. She credited the March 10 appearance of Stiller and Wilson at the Valentino show, reprising their roles as Derek Zoolander and Hansel, as a key driver of social conversation.
For the fashion brands in the study, Valentino topped the list in terms social interactions — nearly 30 million spanning Facebook, Instagram and Twitter — and was followed by Michael Kors, Victoria Beckham, Christian Louboutin, Dior, Louis Vuitton, Dolce & Gabbana, Versace, Burberry and Moschino. On Facebook specifically, Chanel was responsible for four of the top five posts, which combined saw 1.1 million interactions. Michael Kors had the second-most engaged photo on Facebook, an image featuring the brand’s Greenwich bag that logged 302,0000 interactions.
Social media users are interacting with their favorite brands online more than ever — and fashion and cars are dominating. The study revealed that across Facebook, Instagram and Twitter, brands saw 5.4 percent more social engagement during first half of 2015 compared with a year earlier.
The 25 brands amassed a total of 670 million social actions, with Mercedes Benz leading the conversation with over 77 million likes, comments, shares, retweets and favorites. On Twitter, BMW was the leader, commanding 14.2 million interactions. But even though Mercedes saw the most social engagement, fashion was the top performing luxury category by social actions with a total of 382.7 million interactions with users between January 1 and June 30 of this year.
“[Mercedes] take a very strong narrative with images and are very heavily invested,” Yuki said. “They put out over a hundred pieces of content every single week. The average brand is putting out 30.”