Fashion brands are increasingly partnering with larger influencers in 2024, according to the new “State of Influence: Fashion 2024” report from influencer marketing platform Traackr.
Analyzing content from over 170,000 fashion creators across the United States, United Kingdom, and France, the study finds that while the overall number of fashion-related posts decreased by 17% year over year, the estimated impressions for sponsored content increased by 21%.
This growth is attributed to brands collaborating with influencers who have larger followings. The average number of followers for creators involved in sponsored fashion posts rose from 241,000 in 2023 to 292,000 in 2024, marking a 21% increase.
Despite decreased total posts, fashion content is reaching a broader audience.
Platform Performance
Video views increased by 28% across all regions studied, with Instagram experiencing a notable 63% rise in fashion-related video views.
This growth outpaces TikTok, which saw a slight decrease in engagements and video views for fashion content.
Instagram remains the dominant platform for fashion influencer marketing, accounting for 74% of brand mentions and 76% of total Brand Vitality (VIT) score, Traackr’s proprietary metric for measuring brand performance in influencer marketing.
While the number of activated influencers and mentions increased, TikTok experienced a slight decline in engagement and video views.
The report highlights varying strategies among top-performing brands.
Nike, the leading brand in the United States by VIT score, relies heavily on macro (250,000 – 1 million followers) and mega (1 – 5 million followers) tier creators, who collectively generated 58% of the brand’s total VIT in 2024.
In contrast, Adidas, the top-performing brand in the UK, generates 44% of its VIT from VIP creators (over 5 million followers).
SHEIN, ranking first in France, adopts a different approach. The fast-fashion brand focuses on mid-tier (50,000 – 250,000 followers) and macro-tier creators, who account for 59% of the brand’s total VIT.
SHEIN also stands out for its platform strategy, with 52% of its VIT coming from TikTok, compared to the industry average of 17%.
The study also reveals that while VIP creators still drive the most VIT for fashion brands overall, earning 35% of total VIT, macro, and mega-tier creators are showing the most significant growth in performance for 2024.
Emerging trends identified in the report include a 208% year-over-year increase in mentions of “everything shower” content, a 438% rise in mentions of bag charms, and growing interest in specific Adidas sneaker models.
The report methodology involved analyzing content from fashion creators across the three countries and benchmarking 188 fashion brands.
For trend analysis, Traackr examined content from a sample of 106,899 influencers primarily located in the United States and Europe, comparing data from January to August 2024 against the same period in 2023.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
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Fashion brands are increasingly partnering with larger influencers in 2024, according to the new “State of Influence: Fashion 2024” report from influencer marketing platform Traackr.
Analyzing content from over 170,000 fashion creators across the United States, United Kingdom, and France, the study finds that while the overall number of fashion-related posts decreased by 17% year over year, the estimated impressions for sponsored content increased by 21%.
This growth is attributed to brands collaborating with influencers who have larger followings. The average number of followers for creators involved in sponsored fashion posts rose from 241,000 in 2023 to 292,000 in 2024, marking a 21% increase.
Despite decreased total posts, fashion content is reaching a broader audience.
Platform Performance
Video views increased by 28% across all regions studied, with Instagram experiencing a notable 63% rise in fashion-related video views.
This growth outpaces TikTok, which saw a slight decrease in engagements and video views for fashion content.
Instagram remains the dominant platform for fashion influencer marketing, accounting for 74% of brand mentions and 76% of total Brand Vitality (VIT) score, Traackr’s proprietary metric for measuring brand performance in influencer marketing.
While the number of activated influencers and mentions increased, TikTok experienced a slight decline in engagement and video views.
Traackr’s recent Beauty report showed that Instagram also saw a 68% year-over-year increase in video views for beauty content in the first half of 2024.
Top Brands
The report highlights varying strategies among top-performing brands.
Nike, the leading brand in the United States by VIT score, relies heavily on macro (250,000 – 1 million followers) and mega (1 – 5 million followers) tier creators, who collectively generated 58% of the brand’s total VIT in 2024.
In contrast, Adidas, the top-performing brand in the UK, generates 44% of its VIT from VIP creators (over 5 million followers).
SHEIN, ranking first in France, adopts a different approach. The fast-fashion brand focuses on mid-tier (50,000 – 250,000 followers) and macro-tier creators, who account for 59% of the brand’s total VIT.
SHEIN also stands out for its platform strategy, with 52% of its VIT coming from TikTok, compared to the industry average of 17%.
The study also reveals that while VIP creators still drive the most VIT for fashion brands overall, earning 35% of total VIT, macro, and mega-tier creators are showing the most significant growth in performance for 2024.
Emerging trends identified in the report include a 208% year-over-year increase in mentions of “everything shower” content, a 438% rise in mentions of bag charms, and growing interest in specific Adidas sneaker models.
The report methodology involved analyzing content from fashion creators across the three countries and benchmarking 188 fashion brands.
For trend analysis, Traackr examined content from a sample of 106,899 influencers primarily located in the United States and Europe, comparing data from January to August 2024 against the same period in 2023.
Read the full report here.