Instagram continues to dominate as the most influential social media platform for brands, with the highest Media Impact Value (MIV) and a significant share of social brand reach. Launchmetrics’ data analysis shows that Instagram retains its lead over other platforms, including TikTok, Facebook, YouTube, and Red.
The data from Launchmetrics, co-authored with Lyst, analyzed the performance of 3,500 brands in the fashion, lifestyle, and beauty categories. It revealed that Instagram accumulated a total of $16.9 billion MIV and held a 57.7 percent share of social brand reach. This is a significant lead over its Meta sister platform Facebook, which ranked second with $3.5 billion MIV and an 11.7 percent share.
Despite the explosion in TikTok’s popularity, Instagram remains the go-to platform for brand amplification across these categories. TikTok trails behind YouTube and Chinese social review platform Red, with an MIV of $2 billion and a 6.6 percent share. TikTok’s overall MIV was $1.8 billion.
In terms of fashion and sportswear, Instagram maintains a tight grip, with a 60 percent share and an average MIV of $7,300 per post. YouTube, on the other hand, benefits from its search strength and long-form video, with an MIV of $10,700 per placement.
To compete with TikTok, Instagram introduced Reels, which has proven successful. The format’s average MIV is approximately 10 percent higher than a TikTok video. However, TikTok is catching up, with an MIV of $7,000 per placement. Its curated and inspirational aesthetic attracts brands and established influencers, making it the platform of choice for a generation that sees it as a shopping magazine.
The report also highlights the power of Dior as the most influential brand in the luxury category, as well as across all fashion brands, with an MIV of $513.7 million. Chanel follows closely with $415.7 million, thanks in part to the posts of its celebrity ambassador Jennie. Prada ranks third with $278.8 million, followed by Gucci with $244.9 million, and Versace with $219.8 million.
Launchmetrics further analyzed celebrity posts and identified Blackpink’s Jennie and Lisa as top performers for various brands in multiple categories. Selena Gomez dominated the top beauty spots with each post for her Rare Beauty line, earning $2 million MIV.
In conclusion, Instagram’s influence in the fashion, lifestyle, and beauty categories remains unrivaled, with the highest MIV and social brand reach. While TikTok is gaining ground, Instagram’s curated aesthetic and familiarity make it the platform of choice for brands and influencers.
