Social media content trends, strategies and tactics from the leading luxury fashion brands.

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Social Content Analysis:
Luxury Fashion
Social media content trends,
strategies and tactics from the
leading luxury fashion brands.
A Social
Media
Content
Strategy
Jan 2013 ZuumSocial.com Tool
© 2013 Zuum

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Topline Facebook activity for January, 2013
27 average number of posts per page
7.6 million average number of fans
2.74% average page fan growth rate
.22% average engagement rate per post
77% of all posts were photos
1% of all posts were status updates
3% of all posts were links
19% of all posts were videos
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Index
All data in this report was collected and analyzed using social media content strategy tool Zuum. The report analyzes
social media content published by ten major luxury fashion brands during the month of January, 2013.
The data in this report is arranged in 3 sections.
1. Benchmarking
Brand by brand performance comparison and industry trend overviews.
2. Publishing
What kinds of content brands are publishing, and how it’s performing.
3. Community
The level of fan activity, and what they’re doing to make an impact.
Zuum delivers data for Facebook, Twitter, YouTube, Instagram and Google+. Due to the dominant community sizes on
Facebook, the majority of this report focuses on that network.
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Benchmark
Global
Leaderboard:
๏ Facebook dominates
most brands with
around 85-95% of their
social community
members.
๏ Big exception to above
is Marc Jacobs, with
almost equal size
between their Facebook
and Twitter community.
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Benchmark
Facebook
Leaderboard:
๏ Significant community
sizes: Average is 7.6m.
๏ Despite large fan
counts, brands are
growing their Facebook
community size by
2.7% each month, on
average.
๏ Dior, combining a large
existing fan count with
high growth rate, added
over 430k new fans in
January alone, almost
half the total Marc
Jacobs fan count.
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Benchmark
Facebook: Share of Voice
๏ Burberry page is largest, but growing at a comparatively slow pace. Dior fan count growing fast relative to size.
๏ Very similar posting volumes among the brands (% of Brand Posts chart)
© 2013 Zuum

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Benchmark
Twitter
Leaderboard:
๏ Twitter communities
growing at faster rates
than Facebook pages
(even slowest-growing
Twitter account
outpacing the fastest
Facebook page).
๏ Significantly higher
posting volume for
Twitter than Facebook.
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Publishing
Facebook: Posting Volume
๏ Average posting volume of 26.8 posts per month: Just over 1x per weekday.
๏ Tight range of posting volume: 7 of 10 brands are within a 7 posts per month range.
© 2013 Zuum

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Publishing
Facebook:
Posting Time:
๏ Condensed posting
times for both volume
and strong
engagement.
๏ Dolce & Gabbana, the
only brand above
average in both posting
volume and
engagement rate, has a
content calendar that
closely tracks the
highest industry
averages.
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Publishing
Facebook: Media Type
๏ Photography is the dominant media type (77% of all posts): Not surprising given the
industry. Video is a clear second (19% of all posts).
๏ Video content from Chanel significantly stronger than the other brands.
๏ Links off to websites often included in posts, but not the main focus.
© 2013 Zuum

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Publishing
Facebook: Most Viral Subjects
๏ Lofty, aspirational
themes a trend among
“most viral posts”:
Tailoring/Tailored,
favourite (British
spelling), Rich,
ethereal, inspired,
Icons, Baroque,
Historic, and precious.
๏ Note post volume and
pages settings in chart
sliders. Requiring page
count of 2+ focuses
on more universal
topics, and less
brand-centric terms.
© 2013 Zuum

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Publishing
Facebook: Viral Subject Analysis
๏ “Tailoring/
Tailored” a topic
on 6 of 10 pages
๏ Engagement rate
almost 50%
above industry
average
© 2013 Zuum

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Publishing
Viral Subject
“Tailoring”
Posts
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Publishing
Most
Engaging
Brand Posts
๏ Samples of some of the
most engaging brand
posts
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Community
Share of Fan
Activity
๏ Only 3 brands have
enabled fan posting to
their wall
๏ Louis Vuitton generating
far higher share of
engagements than their
share of fans.
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Community
Most
Engaging Fan
Posts
๏ Note very low
engagement levels
compared to brand
posts.
๏ Most brands are not
allowing fans to post.
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Key Takeaways
๏ While Facebook communities far outsize Twitter, Twitter
community growth outpaces Facebook.
๏ Moderate posting volume: 70% of brands posted within a
22-28 post per month window.
๏ Content dominated by visuals: 96% of all posts are photos or
videos.
๏ Brands approach Facebook as a destination: Links off to
websites treated secondarily.
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About This Report
Zuum frequently publishes reports on the social media content activities and trends for top industries.
All data was gathered and analyzed using content strategy tool Zuum.
If you’d like additional insights, either for publishing or applying to your business, please email info@zuumsocial.com
Thank you,
Doug Schumacher
Co-Founder
Zuum
Website
Facebook
Twitter
Blog
© 2013 Zuum

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A Social Media Content Strategy Tool
Zuum helps marketers maximize performance
of their social media properties by helping them
identify the key drivers of community
engagement.
ZuumSocial.com
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