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BizReport : Social Marketing : September 12, 2016

'Fashion' Instagrammers network's most-engaged segment in Europe

Fashion users are Instagram's most engaged segment in Europe, according to new data from the social network, and many are influenced to purchase by other fashion users.

by Helen Leggatt

European 'fashion' users have 230% more Followers, post three times as often, and generate six times the number of impressions of the average Instagrammer, according to recent figures released by the social network. And, once they have posted, fashion users check their newsfeeds up to 15 times a day to see what reaction they have stirred among Followers.

"They're also ready to turn their passion for fashion into purchase," said Amy Cole, EMEA head of brand development at Instagram, "with one in three Instagrammers buying an item they've discovered on the platform."

The U.K. came out on top for the number of accounts its users follow, with the average British 'fashion' user following 407 accounts, and the country's fashion users also boasted the highest number of average feed impressions (2,229) although they came bottom for Likes with an average 68 compared to France's 103.

However, when it comes to figures on Instagram, Eva Chen, head of fashion partnerships, makes a good point.

"It's not the amount of Followers you have, but the passion and engagement that people feel for a brand that matters most", she said.

Tags: Europe, fashion, influencers, social media

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