Models dominated the runways as always at New York Fashion Week, but the internet’s favorite pop divas reigned supreme on Twitter.
The fashion world has long subscribed to this basic tenet of social marketing: business-making brand awareness is essentially a popularity contest, dependent on influencers who have their own substantial fan bases.
When you have the right faces and voices on your side, your brand’s content is much more likely to succeed. Which fashion brands’ front-row, face-time gambles and investments paid off this year, and why?
Here are the stats you need to know about #NYFW on Twitter, with some insight about the divas who ruled both networks via impressions, follower counts, and Retweets during the fashionable festivities.
#NYFW was mentioned 657,647 times on Twitter during the eight-day event.
This was the most retweeted Tweet using the #NYFW hashtag during New York Fashion Week:
Rihanna, who has a huge, 37.4 million-strong follower base, sat front row at designer Altuzarra’s show during New York Fashion Week with her uber-talented stylist Mel Ottenberg. Rihanna’s followers love amplifying her content, and reacted no differently to this glamorous photograph pastiche.
#NYFW generated over 13.2 billion potential impressions on Twitter during New York Fashion Week.
An overwhelming number of the Tweets sent to create those impressions were happening in the city where the event was taking place, probably from the event itself, showing that while the fashion world’s eyes may have been turned to the event, their hashtag use on Twitter wasn’t substantial outside of NYC (at least stateside).
This is an important concern for any brand trying to spread its message and event awareness beyond participants and locals. By trying different tactics at different events and paying attention to Tweet distribution, your brand’s little tweaks from event to event or sponsorship to sponsorship can end up affecting big-time change in the level of brand awareness and affinity you’re receiving from these investments.
Britney Spears drove the most Twitter impressions on each of #NYFW’s peak days, September 8th, 9th, and 10th.
This Tweet drove the most impressions for the pop queen:
Britney has 39 million followers, even more than Rihanna, so it’s no surprise that she was able to drive so many impressions. But it does make me want to give a healthy pat on the back to whoever on Britney’s marketing team designed fashion week would be a good place to debut her intimates collection and combine her popularity with #NYFW’s virality for branding success.
Lady Gaga was the most popular #NYFW user, with 42.1 million followers.
When it comes to Twitter users who put the #NYFW hashtag into play, Lady Gaga took the prize for most popular as she tweeted and Instagrammed-plus-tweeted her activities throughout New York Fashion Week.
Gaga used her queenly status to give followers rare insight into the private parties and behind-the-scenes goings-on at New York Fashion Week — a high value prop for anyone interested in fashion, Lady Gaga, and probably both.
What could you learn by discovering the influencers and conversations around the hashtags important to you?
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