5 Things Fashion Brands Need To Know About Instagram Reels
Now that ListenFirst has Instagram Reels analytics, we couldn’t be more excited to start a new series of free mini-reports, where we share the most actionable tips for every industry in using Reels.
Fashion marketers, do you know how valuable Instagram Reels is for your brand?
To answer that question, ListenFirst examined the performance of 3,000 Reels published by 208 fashion brands. We identified what’s working for these companies, what isn’t, and how effective Reels is compared to other types of Instagram posts. Of those insights, we identified the 5 most useful for fashion marketers and are sharing them here.
Download the report now!
What should a social media analytics tool include?
So you’ve created a social media marketing strategy and now you’re ready to invest in a social media analytics tool. But what should you look for in a social media analytics tool?
In this piece, we explore the differences in manual vs. automated reporting, core features to look for in asocial media analytics tool, and how you can put one to work for your brand.
When you first think of compiling a social media analysis you may immediately reach for a simple report from each social platform. And that’s definitely an option. Social media platforms today offer their own analytics (we provide an overview and how-to breakdown of each platform here), and can give you a good level of insight into your brand’s performance.
Google Analytics is also a good supplementary source, providing tangible insights into your social media analytics. By taking a deep dive into Google Analytics’ reports, you can find out which social media platforms drive the most traffic to your website and understand metrics relating to landing pages, such as conversion rates.
To get a full picture of yoursocial media data, however, you will either need to export each platform’s analytics report, consolidate the data, and pull the results into a single spreadsheet, or view each individual data report and determine your key findings from there.
But let’s be honest. Manual reporting processes like the ones just described are cumbersome, and because the data isn’t in one easy-to-view location, they often lead to missing important big picture insights that could help inform your marketing strategy and elevate your brand. Alternatively, an automated social media analytics toolis a quicker, more effective way to understand your social media performance, view it in a single location and make the necessary adjustments to reap ROI.
Social media analytics tools should include
The right social media analytics tool will work for your brand byconsolidating datafrom your desired social media platforms, tracking customized metrics, providing multiple ways to view, understand, and share the data, and deliver instant insights that will empower your brand to make smarter marketing decisions.
Analysis of multiple social media channels
An analysis of multiple social media channels is a crucial factor to consider when looking at a social media analytics tool. Why, you ask? The core benefit of an overall analysis is that you can view your earned, organic, and paid social media analytics in one place. Rather than taking a singular approach to your social media analysis, you should be able to analyze conversations and comments across all platforms, including Facebook, Twitter, Instagram, TikTok, Reddit, LinkedIn, YouTube, and more.
A social media analytics toolcan help you cut to the chase by instantly providing you with key takeaways from these platforms to further shape your marketing plan.
Dashboards and visualization
When it comes to consolidating data, a holistic social media dashboardis non-negotiable when picking the right analytics tool.
A 2021 report, The Forrester Tech Tide™: Enterprise Business Insights And Analytics, spoke to the importance of “single click” capabilities in leading enterprise Business Intelligence (BI) platforms, and making analytics accessible to a wider audience. “Not only do these [augmented BI] platforms turn business users into citizen data scientists; many also democratize valuable insights to the broader enterprise via a conversational user interface.”
Keep this in mind when considering your social media analytics tool. A social media dashboard should allow you to create specific combinations of data to meet your team’s workflows. And data should be easy to see, intuitive to navigate, visualize, understand, and share.
Sentiment Analysis
Before the internet, customer feedback was usually conveyed over the phone or in brick and mortar stores. Today, the way your customers — and prospective customers — feel about your brand can be shared at any time of day via any social media platform or online review site. That’s why an important social media marketing goal for many brands is to positively change the way customers think and feel about their brand, or to enhance consumer sentiment.
A social media analytics tool should allow your brand to understand at scale, sentiment analysis and how the social media audience feels about your brand. This data can provide you with deep levels of consumer signals beyond just the positive, negative and neutral feeling. You should gain an understanding of trends around your brand or product so that you can better inform the content and tone of your social media campaign.
Emotion analysis and effort scoring
Building on sentiment analysis, it is also important to ask about emotion analysis and effort scoring when looking for your next social media analytics tool
The integration of emotional sentiment of earned social and comments on owned posts with organic and paid activity can supplement your sentiment analysis, giving you a fuller understanding of what your audiences care about and why, and provide important insights to change campaign strategies.
Around events, emotional sentiment can also challenge previous held assumptions and test how accurate they were. For example, around the Johnny Depp / Amber Heard defamation lawsuit, it was commonly assumed that the public became more negative towards Heard, as a result of the trial. However a ListenFirst analysis, found that the emotion of anger proportionally actually appeared less often in Tweets mentioning her after the trial began.
Meanwhile, Effort Score is a metric measuring customer satisfaction that a product or service is easy to use and is not data that can be collected from social media analytics tool. It requires customers to fill out a survey. After brand representatives resolve a customer issue that was brought up over social media, or responds to a social media request for information, email the customer an Effort Score survey to evaluate their satisfaction with the interaction.
Segmented data
An often overlooked feature when searching for asocial media analytics tool is data segmentation. However, this simple ability can provide a deeper understanding of which tactics are driving audience interest. For example, when engagements and impressions of the same tweet are segmented by organic or promoted traffic, rather than lumped together, your brand gains clarity on how it’s connecting with audiences.
Understanding if impressions or engagements came from paid or organic traffic on a post is only possible through a social media analytics tool, if there’s the most up-to-date API integration. With the Twitter example, you’d need to make sure you have a solution that is using the v2 Twitter Engagement API.
Overlaying information across business areas
Data is just data, without the right insight. That’s why it’s important to ensure your social media analytics toolcan layer social analytic insights with critical business data points from other sources.
That way, you can quickly and easily turn complex, multi-sourced data into easy-to-understand visualizations. Some social media analytics tools, like ListenFirst, have partnerships with Google Data Studio and Tableau, which make data visualization even easier to create and manage.
How you can use a social media analytics tool
So now that you know what to look for in a social media analytics tool, let’s talk about how we can put those capabilities to work for your brand.
Gather your social media statistics, operational data, and more
The social media tool you’ve chosen should enable you to tap into data from all available and relevant sources. This helps eliminate manual operations and dependence across teams, and ensures you can make better business decisions with the most complete information.
Set industry and business benchmarks
It’s a no-brainer. Benchmarking is critical to measuring the performance of social media campaigns (we outline four effective methods for doing so here). Set benchmarks within your social media analytics tool and monitor them regularly. This will lead you and your team to more engaging content and improved social ROI.
Start with your business goals. How do those translate into social metrics or outcomes? For example, when you want to grow awareness, consider metrics related to audience growth. Are you set on increasing brand affinity and loyalty? Review engagement rates. If improving brand reputation is the focus, use a proprietary metric like Brand Reputation Index or examine how social sentiment changes for your brand over time.
Yoursocial media analytics tool should have multiple reporting options. Whether you need to generate a report for a specific campaign, gather instant insights on a configurable social media dashboard, or see how you stack up to industry competitors, generating a social media analytics report will give you a great starting point to tracking your goals.
Set up reports that will allow you to see the most important metrics, including your benchmarks and historical trends, at a glance.
Search for trends and customer behavior
Your social media analytics report should provide an in-depth look at trends in social data and customer behavior. Use your reports to find key insights so you can act quickly and course correct when needed. Remember to compare pre- and post-campaign performance, because data with context means everything.
Take action to improve your social media performance
Your social media analytics toolshould provide reports that are concise and actionable. Because one of the biggest benefits to reporting is the action you can take as a result.
Is your campaign engaging the right audience? For instance, if you’re trying to reach Generation Z with your social media posts, it would be important to know most of your followers are in the Generation X age group. Make changes if needed as you discover what inspires action. You can even focus on the elements such as color, product, talent or layout that perform best to create more fruitful campaigns.
Let the insights from your report help you optimize your messaging and visuals so your content always works to improve your performance.
Share and repeat your analysis
Once you have pulled your reports and measured against your goals, social media dashboardsare a great way to communicate the story the data is telling to your key stakeholders. Your social media analytics tool should provide you with the ability to save analysis tiles to a shareable, configurable view, so that you can easily share your successes and lessons learned.
And finally, rinse, wash and repeat. One report or analysis is simply not enough. A social media marketing strategy, or social media campaign, must be measured regularly to ensure its success, with the ability to pivot at any point.
Try ListenFirst’s Social Media Analytics Solutions
Whether you’re just getting started or social media marketing veteran looking to upgrade your analytics, consider leveraging ListenFirst. Our centralized social media analytics solution makes analyzing paid, owned, and earned content across all social media platforms easy. Decide what insights matter most, we’ll configure it and export the comprehensive social media reports you crave.
In addition to providing a centralized platform, ListenFirst helps you quickly understand key takeaways that are meaningful to you with Instant Insights, a single-click feature that leverages machine learning for easy access.
And while some say comparison is the thief of joy, when it comes to social media, it’s the opposite. ListenFirst reviews your brand’s performance across various social media platforms to provide analytics that support apples-to-apples comparison. You can review analytics at the enterprise, brand, product, and individual-post level.
Lastly, context is everything. ListenFirst’s social listening capabilities provide insights around a topic, brand, or product. Measure cross-platform trends and shifts in viewing habits over time to find out what works, what doesn’t, and why. A sentiment analysis helps you understand how your audience feels towards a topic or theme. So you can use those insights to tailor content, plan campaign strategies, and allocate spend.
Ready to uncover key takeaways, put insights into action, and easily share findings with your team? Try your free ListenFirst demo today.
Winning The Holiday Season On Social
According to a recent ListenFirst survey, 83% of marketers believe social media is important to their brand’s holiday strategy. But, which social trends should be at the top of your wish list?
As you launch your 2022 holiday campaigns, how are you leveraging influencers, short-form video, competitive intel and more?
Join our panel of ListenFirst analysts as they spread holiday cheer with tips for optimizing social campaigns and tackling the biggest challenges of the season.
In this one hour presentation you’ll learn:
The hottest social media trends for the holidays
How to keep up with demands of the season with a lean team
How to create relevant video content for shoppers
How to articulate the value of your social campaigns and the impact to the business
What is Social Media Analytics?
In today’s digital marketing landscape, there’s no question that data is crucial to the success of brands around the world. But when it comes to social media, the right data is particularly important to informing high-level business decisions and evaluating performance.
Data, whether it’s demographic information, behavior, or consumer activity, is also a crucial element to understanding your customers. But the way you apply that data, or analytics, that’s the holy grail.
In this guide, ListenFirst takes a deep dive into the definition of social media analytics, its importance, and how to measure analytics to build long-term success for your brand’s social media marketing program.
At ListenFirst, we think ofsocial media analyticsas the process of collecting and analyzing data and real-time conversations directly from your brand’s social media networks to measure success and better inform your social media marketing strategy.
Vanity metrics, such as likes, saves, shares, follows, retweets, clicks, and impressions, are often the first thing to come to mind when you think of social media analytics. And while these metrics give you a surface-level understanding of brand performance, at its coresocial media analytics is a more sophisticated and in-depth analysis that gives you a more holistic view of your brand performance. It connects earned, owned, and paid media metrics directly to brand ROI.
Social media monitoring andsocial media listening are also important tools to consider, yet they tend to be more reactive and limited in scope. Social media listeningcomplements an in-depth social media analysis and together, they can provide a complete picture of a brand’s performance and analytics to drive better strategies and a more meaningful, targeted customer experience.
Why Are Social Media Analytics Important?
Social media analytics can simplify millions of data points to help you better understand your audience. What’s more? Once you have this information, you can leverage it to shape your social media marketing strategy and reap a strong ROI.
Here are a few of the key benefits to social media analyticsand how to leverage them:
Trendspotting: Understand current and upcoming trends in the marketplace, and how your brand can remain relevant;
Test your audience: Understand your audience’s response to a conversation and leverage it to test a new idea, product, or marketing campaign and get real-time feedback on how to shift your strategy; and,
Gain a competitive edge: Get a full understanding of customer sentiment toward your brand and competitor brands to identify challenges, and opportunities for new features or services.
Case In Point: Tiffany & Co.
On a 2019 Advertising Week panel with ListenFirst, Tiffany & Co. made the case for the importance of social media analytics when it leveraged Instagram Analytics to gain a better understanding of its audience and how to develop its creative strategy moving forward.
Using ListenFirst to evaluate Instagram posts they determined which backgrounds were performing well, and found that white or light colored backdrops with jewelry in full view were performing above average. Alternatively, posts with bright backdrops with jewelry in partial view were performing below average. This enabled them to create more consistent, cohesive content that better drove engagement.
Social media analytics gives brands a comprehensive understanding of their audiences’ desires, identifying actions that will drive further awareness, interest and ultimately, sales.
How To Measure Social Media Analytics
Only 14% of marketers are able to tie social media efforts to ROI. So if you find it challenging to prove the value of your social media campaigns, you’re not alone. The key to successfully measuring the impact of your social media efforts hinges on leveraging social media analytics.
Three critical steps can ensure you have the right elements in place to measure your social media marketing program effectively.
Identify metrics that align with your business goals.
When it comes to setting KPIs that will have an impact, less is more.
Start with your business goals. How do those translate into social metrics or outcomes?
For example:
Do you want to grow awareness? Consider metrics related to audience growth.
Are you set on increasing brand affinity and loyalty? Review engagement rates.
Is brand love your focus? Look at social sentiment.
Follow a thoughtful process when determining the metrics that are important to your business.
Use social media analytics to set realistic benchmarks.
It’s critical to outline your goals and do industry research prior to determining the most logical KPIs for your brand.
Of course, you want to look at historical trends for your brand as well as for your competitors. But there’s also a lot to gain from reviewing other aspirational brands who’ve accomplished what you are after. Even if the brand is not a player in your industry, their social media tactics might be something your brand can adapt and see success with. Then based on your research of competitors and cross industry top performers, ask what’s an ambitious but reasonable expectation for your brand?
Reporting is key. Once you have your KPIs set, make sure you schedule check-ins at regular intervals.
Additionally, reporting that allows you to see all of your cross-channel data in one view is essential. You’ll also want to set up reporting that will allow you to see the most important metrics, including your benchmarks and historical trends, at a glance.
Dashboards are a great way to communicate the story the data is telling to your key stakeholders. ListenFirst recently added configurable dashboards to the platform, giving users the opportunity to build a series of dashboards to best match their team’s goals.
Sources of Social Media Analytics & Their Numbers
Today’s brands understand the increasingly indispensable role of social media marketing. To gain a full understanding of your audience for each social media platform, it pays to use an in-depth social media analytics solution. A comprehensive dashboard, like the one shown below, can help you establish a baseline of competitive audience demographics, languages, geography, and brand affinities to craft the most high-impact, tailored social media marketing plan – and easily adapt to your audience and market’s evolving needs.
There are a slew of paid and free tools available to provide insights that can help your brand understand your audience and leverage data to hone your brand strategy. Each platform also offers their own analytics, which provide key trends and performance data about each channel to help brands optimize their social media marketing strategy.
Here’s a high-level look at each analytics platform:
How to Use Facebook and Instagram Insights – and now the Meta Business Suite
Facebook Insights and Instagram Insights make it easy for brands to gain a deeper understanding of their audience breakdown, post and page performance, as well as age, gender, and geographic location, and more. Recently, Meta Business Suite was introduced to help brands manage Facebook and Instagram in one place. You can now get a full picture view of key trends and performance of these platforms and more easily retrieve data to better inform your social media marketing strategy.
If you want to see all of your metrics in one place, beyond just Facebook and Instagram, a social media analytics solution like ListenFirst will give you that added visibility. ListenFirst includes Facebook and Instagram analytics in all proprietary key cross channel analytics, so you can understand which channels are driving the most earned, owned, and paid engagement, Additionally, using exclusive, authorized data from other ListenFirst customers that’s been anonymized, you can see how your brand’s owned and paid performance on Facebook and Twitter compares to industry benchmarks.
You can find out more about ListenFirst’s approach to Facebook analytics here, while you can learn more about what we offer around Instagram analytics here.
How to Use YouTube Analytics
YouTube Analytics is easily accessed from your brand’s channel dashboard. The channel overview provides a high-level look at your channel’s performance, with a look back at the last 28 days. Additional general analytics include views, watch times, and subscribers. A real time report option also shows activity of your videos in, you guessed it, real time. Additional reporting is easy to access as well. Metrics like Cost Per Mille (CPM) or cost per a thousand impressions, and Revenue Per Mille (RPM), provide you with an understanding of how advertisers view your content and how much your brand is earning per view.
Where brands might want third party help around YouTube analytics is even greater context. ListenFirst offers YouTube competitive analytics, includes YouTube in cross-channel metrics, YouTube Sentiment Analysis, and provides YouTube Audience Insights which includes geographic location data, broken down by country and U.S. State/Territory.
How to Use LinkedIn Analytics
LinkedIn Analytics are easy-to-access from the Admin Page View and can help you gauge the performance of your LinkedIn audience over time. While you can access surface analytics, like page followers, visitors, you can also evaluate the quality and topics of content shared with your page followers and visitors through updates (or content, if you’re on the mobile app). Competitor analytics also enables you to compare and contrast metrics such as new followers and new engagements for up to 9 similar brand pages. Because of LinkedIn’s more business-oriented platform, you can also access a more in-depth look at employee advocacy content to assess engagement with current employees – and prospective talent.
For an apples to apples comparison of how LinkedIn is performing as a channel relative to other social media channels, ListenFirst can provide that additional needed context. Learn more about how ListenFirst can help brands get more out of their LinkedIn analytics here.
How to Use Pinterest Analytics
With a business account, Pinterest Analytics provides you with robust data. Overall Presence shows a high-level overview of organic, paid, and earned engagement for all of your brand’s pins. Toggle over to Account Insights and you’ll get a deeper look at how users interact with the content they save from your brand’s accounts. You can take a look at your Best Pins to understand what is most viewed, and importantly, Audience Insights brings a deeper understanding of your audience’s behaviors to the forefront.
Through ListenFirst, brands can track authorized insights on owned boards, including Pins, Pin engagements, comments, and new followers.
How to Use Twitter Analytics
Within Twitter directly, you’re provided with a slew of analytics to better understand how to create more creative, engaging content that will gain a response. Its dashboard provides a simple and succinct view of the core metrics that matter. Your Twitter analytics homepage shows a monthly breakdown of the number of tweets, tweet impressions, profile visits, mentions and followers. As you dig deeper, you’ll find tweet highlights, top mentions and your top followers. You can also view video engagement and track conversions.
One of the biggest advantages of Twitter for marketers is how almost all of the content on the platform is public, making it an incredible resource for social listening. For brands that want to use Twitter to understand their audience beyond how just their owned and paid content performs, there’s a treasure trove of data available through third party analytics solutions. That includes understanding demographics, affinities, real-time conversation tracking, and trending topics and interests that gives brands a much better understanding of what messaging and strategies will connect with their unique audience.
Visit our Twitter Analytics page to learn more about how ListenFirst, a member of the Twitter Official Partner Program, can help better leverage Twitter data to understand your brand’s unique audience.
How to Use Snapchat Insights
Snapchat Insights are simple and straightforward. They provide the right level of analysis to understand your community and develop content to better engage them. Some of the key metrics you can track include views and impressions, as well as the number of people viewing a post and the length of time a viewer is watching. You can also closely review the demographics, geographic locations, interests, and devices being used within your community, so you can hone your content strategy accordingly.
How to Use TikTok Analytics
Natively, TikTok organizes its analytics into three main areas: Overview, Content, and Followers. The Overview is where you can view the surface-level metrics like follower growth, video views, likes, comments, and more. The date range can be customized up to 60 days. An Engagement section enables you to review these metrics for overall video performance, specifically.
The Content tab takes you one step deeper by providing more specific metrics for each video post (it must have been posted within the past 7 days). You can take a look at total views, total likes, comments, shares, average watch time, traffic source type, and audience territories, and more.
The Follower section helps you glean insight into your TikTok community, with information like audience geography, most active days/times, and trends in follower growth over a specific period of time.
For brands looking for analytics to benchmark the performance of your TikTok content vs. the TikTok content from competitors, a third party social media analytics solution like ListenFirst is your best bet. ListenFirst, which is not an official TikTok partner and instead has built an integration with the TikTok API, offers a complete view of how entire groups of competitive brands are performing by such metrics engagements, shares, video views, and new followers. You can get a more complete picture of how ListenFirst can help brands understand earned, owned, paid, and competitive performance around TikTok content by reading our TikTok analytics page.
Centralizing Social Media Analytics
With so many social media channels, the key to success in managing social media analytics is to take a holistic view of your brand’s efforts. A centralized social media analytics solution can ensure you view and analyze paid, owned, and earned content, all in one place. It can also help you to understand context, outline key takeaways based on data, and easily share those findings with others on your team for peak efficiency.
Understand context
Context is everything. A centralized social media analytics solution should leverage social media monitoring and social media listeningto provide you with insights around a topic, brand, or product. This will also allow you to measure cross-platform trends and shifts in habits over time to find out what works, what doesn’t, and why. A sentiment analysis is an important feature to help you understand how your audience feels towards a topic or theme. These insights can be vital to better tailor content, plan campaign strategies, and allocate spend.
Uncover key takeaways
As we mentioned, a centralized social media analytics solution can help you quickly uncover the key takeaways as if you were your own social media analyst. A customization feature is key so that you can develop your own set of analytics, goals, and benchmarks, then easily share them with your team.
Three Types Of Social Media Solutions
There are three core types of social media platforms that can help your team in your quest to determine which solutions your brand needs.
Publishing
A social media publishing platform like HootSuite will enable you to create, schedule, publish, and track social media activities across all of your platforms. Scheduling can build an efficient and effective workflow for you and your team, and make it easier to plan and execute your social media marketing strategy.
Listening / Monitoring
Social media listening and social media monitoring tools are becoming more prevalent in the digital marketing space. And while these terms are often used interchangeably, there is a difference. Social media monitoring typically tracks the mentions of your brand or campaign so that your team can take action appropriately, while social media listening looks at the conversations around your brand or campaign, and allows you to leverage those conversations to better inform your social media marketing strategy as a whole.
A social media analyticsplatform will help you make sense of your brand’s social media efforts. While many free and paid platforms exist, it is important to take into account what you are looking for. Do you want to know how many mentions your brand received on social media last week? A free platform like Critical Mention may be able to do that. If you’re looking for more in-depth and comprehensive analysis that will help inform campaigns, there are tools like ListenFirst that can help provide a micro and macro view of your efforts.
Moving Your Social Media Strategy Forward
At a time where content matters, it is crucial to put a framework in place to understand your audience, benchmark your progress, and inform your business strategy. The right social media analytics will help you do just that.
Our premier social media analytics solution can help you unlock social insights, optimize social media marketing, and maximize social media ROI. Learn more about how ListenFirst customers have put social media analytics and social media listening to work for them.
Michael Kors and Tory Burch Lead Social Engagements During NYFW
Celebrities were a key boost to social engagements during New York Fashion Week, helping propel Michael Kors once again to the top spot in engagement, followed by Tory Burch, Fendi, Christian Siriano and Peter Do, respectively.
Rounding out the top 10 were, in order, Tommy Hilfiger, Coach, Tom Ford, Puma and Carolina Herrera, according to ListenFirst, a social media analytics platform that analyzed the social engagement results from Sept. 9 through Sept. 15.
ListenFirst measures the click-based actions (likes, reaction, shares and comments), taken either in direct response to a brand’s owned social accounts or by way of organic conversation, including new fans and engagements across Facebook, Twitter, TikTok and Instagram, as well as conversation volume on Twitter and Reddit. The season’s movement was compared to the brand’s engagement score during NYFW spring/summer from Sept. 7, 2021 through Sept. 13, 2021.
Several of the brands didn’t show last year during NYFW, namely Fendi, Tommy Hilfiger and Puma, so their comparative numbers aren’t reported.
Also, it’s important to note that some brands have an advantage of showing earlier in the week and have more time to accumulate engagement.
“For the brands most successful on social media around New York Fashion Week this year, embracing Reels was a critical tactic,” said Xiaoman Chen, client strategist for fashion and luxury at ListenFirst. “During New York Fashion Week, participating brands averaged 3.1 times more engagements on their Instagram Reels than they did on their non-Reels Instagram posts. These same brands also had great success using in-person celebrities to amplify social engagement around their shows, including Michael Kors sharing front-row pictures of fashion influencers. Tory Burch leveraged content featuring front-row VIPs such as Sydney Sweeney, Lana Condor and Chloe Fineman, with Fendi bundling over a dozen celebrity guests into an Instagram Post. Glamour and star power have replaced COVID as the focal point of New York Fashion Week, and the spectacle is engaging the social media audience,” she said.
Sydney Sweeney at Tory Burch.
Kors, which had a social engagement score of 3,144,964, was up 202.43 percent from a year ago. Its top-performing post during NYFW was an Instagram collaboration post with South Korean singer Dahyun of her arriving at their runway show, which got 639,196 engagements. A Facebook post featuring an Empire hardware brown Parker handbag garnered 404,545 engagements with a Spanish version of that post getting another 111,011 engagements on Facebook. In addition, a Facebook image of actress Vanessa Hudgens wearing a cashmere catsuit to their runway show got 198,050 engagements while a Facebook post sharing an image of Bella Hadid holding a handbag and wearing a tiger print faux fur coat got 194,877 engagements, according to ListenFirst. The top-performing runway post from Kors was a Facebook post that got 125,648 engagements showing off the looks of models/influencers Leonie Hanne, Caroline Daur, Luna Maya and Tamara Kalinic in the front row.
In second place, Tory Burch had a social engagement score of 2,415,391, an increase of 1,223.68 percent from a year ago. The top-performing social media post by any participating brand during fashion week was a collaborative gallery between Tory Burch and Sydney Sweeney showing the “Euphoria” actress in a black minidress, which got 1,095,909 engagements. Their second-best performing post was an Instagram Reel that was a collaborative post with model and author Emily Ratjkowski that got 786,172, which showed her walking the runway in a sheer, black top and flowing orange skirt. Other top-performing content for Tory Burch included an Instagram Reels video of Vogue interviewing Burch about her love of ballet flats, video of their runway show, and behind-the-scenes footage both real and featuring “Saturday Night Live” performer Chloe Fineman impersonating Burch.
Fendi, which had an engagement score of 847,594, was the third-best performing participating brand during NYFW. Fendi’s top-performing post was an Instagram Reel that got 108,111 engagements showing plus-sized model Precious Lee walking the runway in a silk green dress with matching hat and green Baguette handbag.
Fendi’s resort 2023 collection was in celebration of the Baguette bag’s 25th anniversary. According to ListenFirst, Fendi’s second-best performing post was an Instagram gallery that got 90,292 engagements showing many of the celebrities who attended their show displaying their handbags including Amber Valletta, South Korean actress Song Hye-kyo and Naomi Watts.
Coming in fourth place was Christian Siriano, who showed Sept. 7 at Elizabeth Taylor’s former townhouse and had a social engagement score of 624,761, up 15.52 percent from a year ago. Siriano’s top-performing fashion week-related post was an Instagram Reel that got 59,144 engagements featuring model Ya Jagne going down the stairways in a pink mock-neck embroidered tulle mini-cape dress. An Instagram Reel featuring a montage of models going down that same staircase, many of them in oversized boater hats, got 40,924 engagements.
Scoring fifth place was Peter Do, which had an engagement score of 460,663 during NYFW, up 651.23 percent from a year ago. That’s primarily due to an Instagram Reels featuring South Korean rapper Lee Je-no wearing a suit with a leg slit and back cutout that garnered 132,304 engagements. An Instagram gallery of backstage moments from the show generated the brand 81,140 engagements.
Hilfiger, who showed at the Skyline Drive-in in Brooklyn, came in sixth place, with a social engagement score of 394,472 during NYFW. His best fashion week post was an Instagram gallery that got 30,528 engagements showing celebrities such as Travis Barker, Kourtney Kardashian and Kate Moss in the audience for the show. A TikTok video showing celebrities including Shawn Mendes, Anthony Ramos and Lisa Rinna entering the “Tommy Factory” got 27,191 engagements, according to ListenFirst.
Coach, which came in seventh place, had a social engagement score of 326,602, up 26.98 percent from a year ago. Its top post was an Instagram gallery that got 17,046 engagements and asked the audience what their favorite Jelly handbag was in the runway show. Another top-performing post was an Instagram gallery that got 15,090 engagements featuring Lil Nas X wearing a few different looks at the Coach after party including a baggy silvery pants and coat ensemble with mesh top. The brand also scored with an Instagram gallery that got 13,704 engagements and featured backstage pictures of Japanese model Koki and Korean actor Yoon Chan Young.
Coming in eighth place was Tom Ford, who closed NYFW at Skylight on Vesey on Sept. 14, and had an engagement score of 298,548, down 42.98 percent from a year ago. The brand’s top-performing post was an Instagram gallery that had 62,317 engagements showing behind the scenes of their runway show, with female models wearing earrings that looked like their dresses. An Instagram gallery showing off men’s suits from the collection, including some in different shades of pink, got 49,915 engagements.
In ninth place was Puma, which had an engagement of 280,569 for its Futrograde show. The brand’s top-performing post was an Instagram Reel that got 14,782 engagements and showed highlights of their show including model Winnie Harlow wearing an all-black dress/leisurewear hybrid outfit, said ListenFirst. An Instagram gallery post featuring many of the same looks got 13,519 engagements.
Finally, in 10th place was Carolina Herrera, which had an engagement score of 262,574, down 42.35 percent from a year ago. Herrera’s live stream of their runway show in its entirety was the brand’s top-performing social media post during fashion week and generated 26,147 engagements on Facebook. An Instagram post of actress Kate Hudson previewing from the new collection a red column gown featuring a rosette sleeve got 17,714 engagements. A throwback picture on Instagram showing Carolina Herrera at her first show in 1984 as a way to hype the audience for this year’s show got 10,997 engagements.
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