Media Impact Value of top fashion luxury brands in Europe 2021, by social channel
In the third quarter of 2021, leading fashion luxury brands invested roughly 820 million U.S. dollars in social media marketing in Europe. By far the most popular social channel was Instagram, garnering more than 717 million dollars or 87 percent of the total Media Impact Value (MIV®). YouTube and Twitter followed, with 46 million and 43 million, respectively.