Instagram

Feed Fashion

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Feed Fashion

Catwalk to Feed

There are now 500 million members of the Instagram community and Instagrammers interested in fashion have been some of the earliest, most enthusiastic adopters of the platform.

Feed Fashion

Catwalk to Feed

There are now 500 million members of the Instagram community
and Instagrammers interested in fashion have been some of the
earliest, most enthusiastic adopters of the platform.

Download the full report

European
fashionistas on Instagram

Fashionistas in France, Germany, Italy, Spain and the UK are on the platform every single day of the week and are checking their feeds on average 15 times a day.

More than 75% of the followers of both luxury and high street fashion brands are under 34 years-old.

Fashionistas in France, Germany, Italy, Spain and the UK are on the platform every single day of the week and are checking their feeds on average 15 times a day. More than 75% of the followers of both luxury and high street fashion brands are under 34 years-old.

The stats

European fashionistas are also highly influential. They have on average 270 followers and they post 3X more than the average user per month.

European Instagrammers interested in fashion also generate on average 397 feed impressions – 6X the number of impressions of the average Instagrammer.

The most popular
summer trends

Instagram fashionistas shared and hashtagged the most posts about denim in July, with lace items coming second. Stripes were also popular over the summer.

How do Instagram fashionistas
across Europe compare?

Most used fashion
Instagram hashtags

  • #fashion, #style, #fashionblogger, #londonfashion, #jewellery, #instafashion, #designer

  • #mode, #tendance, #tenuedujour, #soldes, #instamode, #robe, #bijoux, #sac

  • #saldi, #scarpe, #stile, #colori

  • #complementos, #moda, #rebajas, #tendencias, #tendencia, #diseño, #estilo, #vestido

  • #mode, #liebe, #fashion, #blogger_de

The facts

British Instagrammers interested in fashion follow on average 3X the accounts that the average global Instagrammer does – but they are choosy with their likes.

French Instagrammers interested in high street fashion like more photos than anyone else – more than 4X the global average.

Male Instagrammers interested in fashion are more likely to be found in Italy and Germany than in France, Spain or the UK.

Spanish Instagrammers interested in fashion check in on the platform more than anyone else – 15.2X compared to a global average of 11X.

German Instagrammers interested in fashion generate 5X the feed impressions of the average global user.

Instagram,
the perfect fit for fashion

@shore_projects_organic
@bananarepublic

CATWALK TO FEED

Instagram has transformed the way people experience fashion, making it a 24/7 global event. People come for inspiration, to discover emerging trends and styles, and to share their creativity through photos and video.

“Acting as a digital megaphone, Instagram’s eager global audience creates and amplifies fashion trends on Instagram."

Nicole Barclay, Global Head of Social, NET-A-PORTER.

45% of Instagrammers we polled in France, Germany, Italy, Spain and the UK follow a fashion brand, business or fashionista to get inspiration for looks they can put together or buy.

“I like seeing a mix of personality, character and product in fashion accounts: I’m always drawn to ones that feel authentic and genuine.”

Laura Bradley, Editorial Director, Dazed Media Studio.

A creative showcase

Photos on Instagram are perceived as being 2.8X more imaginative and 2X more creative than on other platforms.

That’s why Instagram is the perfect place for the fashion industry, which is using it as a tool for showcasing its vision and originality as well as sharing what happens behind the scenes.

@adidasuk

Fave fashion emojis

Brands are using more and more emojis in fun and creative ways.

Inspiration leads to action

Instagram is also influencing what fashionistas buy.

Instagram is also influencing what fashionistas buy.

70%

of direct response campaigns on Instagram saw a lift in actions.

78%

of campaigns on Instagram encouraging people to install mobile apps saw an increase in consumers doing so.

58%

of website conversion campaigns on Instagram saw a lift in online sales.

3 keys to success

Feed Fashion

3 keys to success

Choose ad formats
adapted to your marketing objectives

Drive awareness or action using ads among a highly engaged mobile audience.

More than one in three of all Instagrammers say that they have bought a fashion item they discovered on Instagram — making it part of the customer journey for many.

Know more about
Instagram ad solutions

Respect three key creative principles for photos

Design feed-friendly videos

People are increasingly consuming video, of all forms, on mobile devices. Next year, mobile video time will almost double desktop video time. Consumption in mobile feed is frequent, fast and often sound-free. Here are some creative considerations to help you get started:

Success
stories