Social media is becoming an ever more relevant touchpoint with existing and potential customers in the online retail world. There are few online stores that do not engage in social media activities these days. Facebook, Instagram, and Twitter, for example, were used by almost all of the 500 biggest online stores by net sales in the US, the UK, and Germany in 2019.
The global market for influencer marketing was worth US$9.7 billion in 2020. In addition, it has a sharp growth tendency for the near future. Influencers do not only advertise retail brands. On Instagram, more than half of the top ten most frequently mentioned brands are from the shopping field.
The most frequently mentioned brand on Instagram in 2020 was LIKEtoKNOW.it. This is an affiliate marketing app which connects influencers, shoppers and online stores. Instagrammers mentioned the brand 610 million times in 2020. Instagram itself follows in second place. The brand was mentioned in 224 million posts.
Ranks 3, 4 and 5 are the three fashion store brands Zara, Shein, and Fashion Nova. All three brands are strong e-commerce players. shein.com and zara.com, for example, are among the top ten biggest fashion online stores in the world in terms of net sales.
Moreover, there are more fashion retail brands among the most popular brands on Instagram. Nike, the most valuable apparel brand in the world with nike.com in rank thirteen of the biggest fashion online stores, appeared in 118 million Instagram posts in 2020.
Swedish fast-fashion player H&M (hm.com) and UK-based PrettyLittleThing (prettylittlething.com) also make it into the 2020 top ten most frequently mentioned brands on Instagram, with 104 million and 95 million mentions, respectively.
Not surprisingly, it is currently mostly the younger audiences who actively shop via social media channels. Nevertheless, this underlines the great potential that social commerce holds for the future, as the teenagers of today are the full-income earners of tomorrow.
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