Instagram today is very popular among luxury brands. According to Interbrand, 40 percent of the most popular brands in the world are active today on Instagram, including: Tiffany & Co, Gucci, Giorgio Armani, and Dolce & Gabanna.
In order to find who are the winners on this media, an analysis research on the performance of a group of popular luxury and fashion brands was conducted: Gucci, Giorgio Armani, Tiffany & Co. and Dolce & Gabbana. In order to better compare their activity and find out who was the champion on these quantitative research.
From the 12th to the 18th of June the brand with the highest number of official posts was Dolce & Gabbana with 11 official photos, while Giorgio Armani was the lowest one, with only 4 official photos. After analyzing the Brand's activity on Instagram it is very important to take a look to Fashionbi Analyitics and see the Users activity, which is about how much users are posting content related to your Brand. The result was that Gucci is the winner, with 32.49K photos, just after is Giorgio Armani with 8.67K, followed by Tiffany&Co with 1.69K and finally Dolce & Gabbana with only 7 photos from the users.
But, which Brand are people truly loving?
Just after comparing the number of official posts made by the brand, as well as the ones made by users, it is interesting to see how much people are 'liking' the official brand posts. Fashionbi Analytics shows that one more time the winner is Gucci with 119795 likes only during this period! The second place goes to Tiffany&Co with 108839 likes, and finally the third one goes to Dolce & Gabbana with 99017 likes.
Finally, how can we measure the real engagement these group of Brands are getting from Instagram?
Easy, we take a look at the Instagram impact from Fashionbi Analytics, which measures the average reactions per photo in a day, and results for these competitors are:
Tiffany&Co 15.67 K
Dolce&Gabbana 3.88 K
Giorgio Armani 1.67K
Is the quality of their content related to the gained results?
A research to understand the coherence and the syle of content each of the brands has was done. Very interesting the way it can be seen how some of the brands have a very well thought strategy for their contents, while others just mix different happenings.
The findings are that aesthetics and coherence are related to the quantitative results, for example Tiffany & Co. is just really beautiful, they have developed an editorial content all related to their collaboration on "The Great Gatsby". During the last 7 days they had this party for their movie inspired collection and they took photos of the event, and they were really able to capture 'the great gatsby meets tiffany's' mood and everything was related to the brand's DNA.
Similar is the case fo Gucci's Instagram account, since they seem to have a well developed editorial strategy for this channel. Same as the the jewelry brand, Gucci was able to establish a trend and follow a style for their posts. The brand have these great descriptions under the photos which portray a story for the Gucci Man. During this last 7 days they were celebrating the opening event for store in Italy.
Just differently is the case of Giorgio Armani with a very sleek style, and Italian man theme going for it. Also they are coherent publishing photos of events on their instagram account. And much like Tiffany's it also has a very coherent taste to it, but surprisingly this is not reflected on the Brand's Instagram Impact, it makes sense if we remember that during the last days, the Giorgio Armani only published 4 photos!.
Finally Dolce & Gabbana published content mostly related to events and things, but it can be observed that is not very coherent because it has no theme at all! There is a mix between classy and not so classy photos, like the one form Leonardo Messi. According to the Fashionbi Analytics this is reflected,being the brand with the less likes in the period, same as the less published or by the users.
See How it works.