HypeAuditor analyses the actual impression of influencers on the celebrated week-long occasion, the Afterpay Australian Fashion Week 2021.
1,020 influencers took social media by storm, sharing a complete of two,380 social media posts concerning the occasion, producing a staggering $385K in Earned Media Value (EMV) for designers, manufacturers and labels.
As a metric that benchmarks influencer advertising and marketing marketing campaign effectivity and estimates the value of focused promoting with an equal attain and viewers, EMV is in a nutshell the social recognition a model has earned on social media within the type of suggestions, evaluations, user-generated content material, and shares.
Alexander Frolov, CEO and Co-Founder, HypeAuditor commented, “The style trade has at all times been an early adopter relating to influencer advertising and marketing, however it is just in recent times that high fashion has began to embrace the facility of influencers.
“Despite the sudden lock-down within the style capital of Australia, Victoria, which prevented many style influencers from attending Fashion Week in Sydney, it was stunning to see the excessive quantity of social media content material shared by influencers, selling the occasion, exhibits, designers or manufacturers all through the week. The EMV achieved is a transparent indication that influencer advertising and marketing is a extremely cost-effective conduit for promoting for the style trade”.
When it involves high-end style, it’s the mega influencers, with follower counts above 1 million, who appear to maneuver the needle for entrepreneurs. Four of the highest 5 influencers with essentially the most mentions of Fashion Week on Instagram fall into the mega tier of influencers.
Top 5 influencers throughout Fashion Week:
Lilymaymac
https://www.instagram.com/lilymaymac/
Followers: 4M
Engagement Rate: 1.13 per cent
Piamuehlenbeck
https://www.instagram.com/piamuehlenbeck/
Followers: 2.1 M
Engagement Rate: 1.03 per cent
Taramilktea
https://www.instagram.com/taramilktea/
Followers: 1.4 M
Engagement Rate: 1.99 per cent
Theinspiredunemployed
https://www.instagram.com/theinspiredunemployed/
Followers: 1.1M
Engagement Rate: 12.1 per cent
julesrobinson82
https://www.instagram.com/julesrobinson82/
Followers: 731KEngagement Rate: 1.95 per cent
