The fashion industry was quick to realise the power of influencer marketing. Currently our data suggest around 24% of branded posts published in the UK fall within this vertical, making it easily the largest. As influencer marketing continues to grow as a channel, it is essential that marketers know what’s driving influence and how.
CampaignDeus collects and analyses data on thousands of influencer posts. We provide brands with the information they need to run successful campaigns and maximise ROI. In this post we dive into our data and explore what’s driving influence in the Fashion & Style vertical. We discuss what influencers are posting about, what’s driving audience engagement and what brands can do to improve campaign performance.
The Fashion & Style vertical performs well relative to other verticals, especially on Instagram, where the average engagement rate is 2.1%. This places it second (out of 26). On YouTube the average engagement rate is 0.4% and it ranks 9th / 26.
Typically brand sponsored influencer posts perform less well than an influencer’s non-branded organic posts. This is the case in the Sports (underperforms by 16%) and Arts & Entertainment (underperforms by 5%) verticals for example. By contrast in the Fashion & Style vertical branded posts actually outperform non-branded by 7%. An explanation for this could be that fashion brands often give their influencers the latest products to promote, which captures the interest of their followers.
Diving within the vertical
Clothing Accessories is the most common category that influencers post branded content in, representing around 30% of all branded posts in the Fashion & Style vertical.
The best performing however are posts on Swimwear and Shoes, which tend to outperform accessories posts by around 20%.
How fashion brands can increase engagement
Advertisers can use past performance to inform strategic decision making at the campaign planning stage. The scale and richness of our data allow us to identify patterns and correlate attributes of sponsored content with performance.
Here are four key takeaways that will help brands improve engagement on their influencers’ posts in the Fashion & Style vertical:
1. Create images outdoors
There is a 50:50 split in our database within the Fashion & Style vertical of posts shot indoors vs. outdoors. However, posts shot outdoors tend to outperform those shot indoors by around 33%.
Variety is important and it makes sense to include some shots based indoors. Our database allows you to drill down deeper than this, allowing you to compare the performance of posts shot in bathrooms vs. bedrooms for example, or funny posts with certain products vs. awe-inspiring pictures of landscapes.
2. Feature the influencer, not just the product
Brands work with influencers for their ability to relate to a target audience. Brands shouldn’t work with influencers solely to borrow their audience for product promotion.
Influencers are influencers because they create compelling content. You can give them guidance, but trust them to create the content which will resonate with their followers.
60% of posts within the fashion and style vertical feature the influencer themselves, rather than a focus on products, their families, landscapes etc. These posts tend to outperform posts featuring the sponsored product only by 65%.
3. Include discount codes and giveaways
Nearly all branded posts in this vertical are either product placements or brand mentions (97%). These perform above the overall average for branded posts in our database, but engagement can be boosted by around 23% by including discount codes or other giveaways.
4. Think laterally beyond fashion and style brands
It’s not only fashion and style brands which can benefit from working within the fashion category on Instagram. Malibu Rum posts achieved a consistently high engagement rate.
The liqueur-flavoured rum owned by Pernod Ricard uses the hashtag #becausesummer and works with fashion and style influencers to publish images of summer fashion and models wearing swimsuits. The sponsored content portrays a never-ending summer in which to enjoy their product - often without showing the product at all in the image.
CampaignDeus is the leading independent provider of influencer marketing campaign data for Instagram and YouTube. Our platform identifies and classifies brand sponsored influencer campaign performance metrics, tracking hundreds of thousands of posts.
We use this data to provide Brands & Agencies with industry insights across verticals, benchmark campaigns against vertical & competitor averages, and equip clients with in-depth reporting and recommendations on how to make campaigns more effective. Get in touch for more details.
Duncan Stoddard is the co-Founder and Chief Data Officer of CampaignDeus. Previously a data scientist with AlphaSights and media agency Mindshare, he specializes in predictive modelling, forecasting, optimisation and data visualisation.