Millennials' luxury related posts on social media Russia 2018

According to the study by McKinsey, a look without a specific topic was the most common category of Facebook, Instagram, and Vkontakte posts related to luxury among Russian millennials, occupying a share of 22 percent of total mentions of luxury brands in social media by this generation between December 2017 and March 2018. Personal occasion related posts were also frequent in this age group, especially the posts with an impression of a gift, which represented eight percent of the total sum of posts by Russian millennials referencing luxury.

Most frequent topics shared by Russian millennials in social media mentioning luxury from December 2017 to March 2018, by category*

Characteristic	Photo look	Personal occasion	Without event	Brand event	External event
Look without specific topic	22%	-	-	-	-
Personal thoughts	2%	-	-	-	-
Holiday celebration look	2%	-	-	-	-
Look with quotes	2%	-	-	-	-
Other related to photo look	4%	-	-	-	-
Post with an impression of a gift	-	8%	-	-	-
Visiting boutique	-	7%	-	-	-
Post with an impression of purchase	-	5%	-	-	-
Dressing up for event	-	3%	-	-	-
Other related to personal occasions	-	2%	-	-	-
Discussion of trends	-	-	4%	-	-
Post about boutique	-	-	4%	-	-
Reminder about a product or collection	-	-	3%	-	-
Fact from the history of fashion/brand	-	-	3%	-	-
Citations of the brand’s founders	-	-	2%	-	-
Audience polls	-	-	1%	-	-
Other without event posts	-	-	5%	-	-
Fashion show	-	-	-	6%	-
Announcement of brand event or promotion	-	-	-	3%	-
New collection lookbook	-	-	-	2%	-
Announcement of new advertising campaigns	-	-	-	1%	-
Introduction of new product	-	-	-	1%	-
Invitation for brand event	-	-	-	1%	-
Announcement of partnership with designers / brand	-	-	-	1%	-
News about the founder or ambassador of the brand	-	-	-	1%	-
Appearance of a celebrity in brand clothing	-	-	-	-	2%
Publishing about a brand or collection	-	-	-	-	1%
Other related to personal event	-	-	-	-	1%