Social marketing spend of top fashion luxury brands Europe 2021

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.

Media Impact Value of leading fashion luxury brands in Europe in 3rd quarter 2021, by social channel (in million U.S. dollars)

Characteristic	Media Impact Value in million U.S. dollars
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Release date

October 2021

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Region

Europe

Survey time period

July 1, 2021 to September 30, 2021

Supplementary notes

Media Impact Value (MIV^®) is based on a proprietary machine learning algorithm to measure the value of all marketing activities (including posts, interactions, and articles) across voices, fashion, luxury, and beauty, the algorithm was trained on actual media rates and over five years of FLB specific campaign data. It analyzes more than 100 quantitative and qualitative attributes including audience engagement, industry relevance, source authority, and content quality, to create a highly accurate method of measurement. Thus, MIV^® offers a unified way to calculate how brand equity is being created and which strategies create the most ROI.

The measurement covers online media, blogs, Instagram, Facebook, Twitter, TikTok, YouTube, Douyin, Weibo, WeChat, RED, and BiliBili.

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