FLB brands on Instagram: influencer vs. owned media posts worldwide 2023

Published by Statista Research Department, Dec 10, 2024
In the first half of 2023, 35 percent of Instagram content referring to fashion brands was posted by influencers whereas 25 percent was posted by the brands themselves. The remaining 40 percent belonged to celebrities, media, and partners. For beaty brands, the shares stood at 41 percent vs. 23 percent.

Share of fashion, lifestyle, and beauty brands (FLB) owned media and influencer content on Instagram worldwide in 1st half 2023, by subsector

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Release date

October 2023

Region

Worldwide

Survey time period

January to June 2023

Supplementary notes

Owned content is content hosted by brands themselves.

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Overview

8

TikTok

8

Instagram

8

YouTube

6

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Topics

Beauty brands on social mediaCelebrity beauty brandsSocial media advertising and marketing worldwideSocial media advertising and marketing in the U.S.Brands on social media
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