It appears influencers aren’t posting about fashion like they used to.
In a recent report from Traackr, an influencer marketing platform, there’s been a decrease in activity as creators are posting less fashion content in 2024 when compared to the prior year.
The 2024 State of Influence: Fashion Report cited that content from more than 170,000 creators located across the United States, United Kingdom, and France is down 14%. Video views, however, still increased significantly across each region highlighting the continuing trend of social media appetites shifting further towards video-first content at 28%. Instagram specifically saw a 63% increase in video views on fashion content.
The report continued that the activity levels on sponsored content has been steady with the number of creators and total mentions remaining the same as the prior year. That being said, sponsored content about fashion brands reached a much greater audience, with estimated impressions up 21% YoY. This is due to brands electing to work with larger influencers on paid campaigns. The average number of followers a creator has on a sponsored post for a fashion brand in 2024, for instance, is 292,000 — a 21% increase from the 2023 average of 241,000 followers.
Traackr also analyzed the fashion brands that are winning at influencer marketing. For the past eight months, the company called out Adidas, Nike and Shein as leaders in the space.
At Adidas, ambassadors Real Madridʼs Jude Bellingham and David Beckham have driven significant results for the brand. The two mentioned Adidas in a combined 20 posts, earning 50 million engagements in 2024, according to the analysis.
Organic sneaker content has also been key to the brandʼs success. While many of the top-performing sneaker content featured rare or custom sneakers from sneaker collectors and enthusiasts, there were also much engagement with creators who mentioned Adidas shoes in unboxings and lifestyle content. The report added that outside of their key high-profile ambassador relationships, Adidas isnʼt reliant on sponsored campaigns, with most of its posts garnering organic mentions of the brand.
