The way consumers discover fashion is shifting—and so is the way brands must show up online. This comprehensive benchmark report breaks down what’s working in fashion marketing on social media right now. Based on 12 months of performance data, this study reveals the real engagement metrics, content trends, and platform-specific opportunities helping fashion marketers make smarter moves in 2024.

Executive Summary

• Top-performing platforms for fashion engagement—and how to use each one strategically
• Comparison of content types by engagement across Facebook, Instagram, X, and TikTok
• Most used formats vs. what actually drives results
• Content pillars that deliver the strongest engagement across platforms
• Data-driven insights to help you grow your social presence and sharpen your fashion marketing strategy

Averages Across All Platforms

Across the board, Instagram and TikTok dominate in engagement, but in very different ways.

Instagram’s average engagement rate by followers is 2.3%, driven by strong carousel and Reels performance. It remains a powerhouse for visual storytelling and community building in fashion marketing. TikTok leads overall, with an impressive 5.8% engagement rate, fueled by short-form video’s emotional and viral impact, especially powerful for smaller, emerging brands.

Facebook and X (formerly Twitter) lag in follower-based engagement, hovering around 0.2% to 0.7%, but both platforms still offer valuable reach when leveraged strategically. Facebook, in particular, rewards brands investing in video, while X requires a niche focus on community and timely updates.

Engagement Rates by Content Type (Per Platform)

Facebook

Photo albums and static images dominate content volume, but videos deliver significantly better engagement rates. Brands that shift from legacy formats to video storytelling unlock stronger reach and interaction.

Instagram

Carousels edge out Reels for engagement, particularly for mid-sized fashion brands. Single images still play a role, but a blended format strategy drives the best results.

X (formerly Twitter)

Overall engagement is low, but animated GIFs and status updates connected to community stories or cultural moments show the strongest interaction potential. Video remains underutilized with minimal impact.

TikTok

Video content leads across the board, representing 99.3% of posts. Carousels, while rare, demonstrate comparable engagement rates when used. Fashion brands aligning TikTok content with sustainability, trends, and promotions are seeing the highest interaction.

Post Formats by Volume (Per Platform)

Facebook

Photos and albums account for over 70% of content, even though they underperform in engagement. Video remains underleveraged despite its proven impact.

Instagram

Reels make up about 35% of all posts, with carousels and images filling in the rest. Carousels show stronger engagement relative to their volume, suggesting brands have room to optimize posting formats.

X (formerly Twitter)

Photos lead in volume, but GIFs and short text updates drive better engagement. Links and video formats underperform and should be minimized.

TikTok

Video is nearly 100% of the content posted (99.3%). Carousels make up a small fraction but perform competitively, suggesting some room for experimentation.

Top AI Content Pillars (Per Platform)

Facebook

Online Shopping Experiences and Fashion Collaborations outperform traditional promotional posts. Sustainability messaging also ranks highly but remains underused.

Instagram
Sustainability, Vintage and Retro fashion, and Streetwear Culture lead engagement. Brands that focus on emotional storytelling over direct promotions see the best results.

X (formerly Twitter)

Seasonal Collections and Streetwear Updates generate the highest engagement. However, most brands still prioritize link-sharing over real conversation, missing key opportunities.

TikTok

Sustainability & Ethics lead by a wide margin, driving a 22.6% engagement rate. Trends & News, Promotions & Giveaways, Online Shopping Experiences, and Vintage & Retro Fashion also rank highly.

Ready to download the full report?

The full PDF includes benchmark tables, detailed platform-specific breakdowns, and real-world strategic insights—all designed to help you optimize your brand’s social media presence.

Whether you’re marketing a heritage fashion house, a streetwear startup, or a digital-first apparel brand, this report delivers the apparel social media performance metrics you need to drive results in 2024.

Download the PDF now and see how your social media performance stacks up.