There’s nothing quite like New York Fashion Week. The runway shows. The street style. The celebrities. Perhaps the coolest thing about the event is that it’s no longer exclusive to those working in the fashion industry — now the masses can follow along online in real time.
Increasingly, people are watching the event unfold on Instagram. Fashion naturally lends itself to the platform — and photos and videos from celebrities, influencers and brands get impressive engagement during NYFW. As an official Instagram and Facebook Marketing Partner, Curalate is always excited to analyze social trends during NYFW and other major events. So we analyzed 670,000 posts across 11 of the most popular hashtags.
We found some intriguing results. For example, Instagram usage during NYFW continues to grow. In fact, 40% more Instagram posts mentioned NYFW in 2017 compared to the previous year. Those posts had 12% more engagements year-over-year (measured by likes + comments.)
This year also showed that influencer marketing shows no signs of slowing down. In fact, images shared by influencers like Chiara Ferragni and Camila Coelho far out-performed brand-created content. It’s further proof that consumers crave authentic content opinions from people they admire and trust.
We also examined which hashtags created the most buzz per post. The winner? Alexander Wang. Using #wangsquad, the brand generated 1.7 million engagements on just 56 posts — which amounts to an impressive 30,000 engagements per post. Other popular hashtags were #vbss18 (Victoria Beckham), #minniemousetakesnyfw (a hilarious move by Disney) and #calvinkleinlive (Calvin Klein).
It’s also noteworthy that this is the first NYFW where Instagram Galleries was live — and people certainly took advantage of the functionality allowing people to share more than one pic at a time. In fact, an analysis of the hashtag #nyfw showed that there were 290,000 posts featuring 383,000 images and videos — meaning people were sharing an average of 1.3 images per post.
For our full analysis, check out the infographic below.
Curalate helps more than 850 of the world’s leading brands sell online more effectively by creating compelling commerce experiences that adapt to how consumers discover products. On average, our clients achieve: 79% increases in time-on-site, 16% jumps in average order value and 31% increases in conversion rate.
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