SAN FRANCISCO, United States — Dior, Louis Vuitton, Dolce & Gabbana and Christian Louboutin are the fashion brands with the highest engagement rate on Instagram's Stories feature.
The luxury houses were the only brands in a ranking of 15 fashion industry users released by Facebook-owned Instagram on Wednesday to mark the first anniversary of Stories. The list was otherwise comprised of powerhouse models and influencers, topped by model-actress Emily Ratajkowski, followed by influencer Chiara Ferragni and model Candice Swanepoel. The ranking was based on the cumulative number of story views over the past year amongst top accounts with 10 million or more followers.
Since its launch in August 2016 as Instagram's answer to Snapchat, Stories' global audience has reached 700 million, 250 million of which use it daily. It has now surpassed its rival, which has suffered an 82 percent slowing of growth over the past year and 161 million daily users.
Eva Chen, Instagram's head of fashion partnerships, says the success of Stories is thanks to the more informal engagement between a brand and their audience. “The industry wants everything to be picture perfect at all times. If it doesn’t look like a Mario [Testino] or a Patrick [Demarchelier] shoot, oftentimes they don’t want to post it,” she says. “What Stories has really meant is that fashion is now able to be a little bit more authentic, a little bit more down to earth, funnier, scrappier.”
Of the top-ranked accounts, Chen says: “What everyone [in the list] has in common is that you have this sense of being there with someone, and feeling like the walls have come down.”
The perspective is similar for Ferragni, who says of her social media persona: “There aren't boundaries between work and private life, because everything that I do and that I share is who I am and what I really like,” she says. “I guess that’s the reason why my followers love my Instagram Stories. There isn’t a strategy behind my activity. The mantra is: sharing is caring."
Ferragni does share one tip, however. "Never record a Story twice, it has to be honest and in real time," she says.
The Instagram fashion accounts with the highest engagement on Stories:
1. Emily Ratajkowski 2. Chiara Ferragni 3. Candice Swanepoel 4. Hailey Baldwin 5. Cara Delevingne 6. Adriana Lima 7. Victoria Beckham 8. Miranda Kerr 9. Gigi Hadid 10. Dior 11. Dolce & Gabbana 12. Kendall Jenner 13. Gisele Bundchen 14. Louis Vuitton 15. Christian Louboutin
The original post is from the Business of Fashion.
As a fashion tech lover, I see social media as one of the most important technology methods for changing the fashion industry. Think about the days when there were no Facebook, Instagram or Twitter; people just went to the actual stores to shop. By that time people read magazines to follow the latest trends, then according to all the tips and editorial photos to purchase the trendy pieces.
Nowadays, especially recent three years, as social influencers become the major trends source instead of magazines. People swipe social posts to decide which trends are the hot ones. That's why paper made magazines are dying and online magazines or blogs are now the main sources.
Instagram stories, hmm I would definitely say it's inspired by Snapchat no matter they admit or not. It is genius to add this function into Instagram because it just made life easier. I don't have to open two apps anymore.
From my experience, as a follower I follow A LOT OF celebrities, bloggers, influencers, and brands. I watch their IG stories every night before bed. It's kind of something I already get used to do every day. I call it a day after watching everyone's stories because it feels like I actually spend the days with them. It feels so close to them, almost like I am their close friends