China: influencer marketing spend of fashion luxury brands 2021

In the third quarter of 2021, leading fashion luxury brands invested roughly 181 million U.S. dollars in influencer marketing in China. Brands cooperated predominantly with so called mega influencers (with 500 thousand to two million followers). Such influencers garnered 56 million U.S. dollars or 46 percent of the total influencer marketing Media Impact Value (MIV^®) of these brands.

Media Impact Value of luxury fashion influencer marketing in China in 3rd quarter 2021, by number of followers (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

China

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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