More than one in three Instagram users have bought a fashion item they have discovered on the photo-sharing platform, with 45 per cent of users following a fashion brand, business or fashion influencer to get inspiration for looks they can put together or buy.
Those figures come from a new internal report from Instagram that focuses on the app's ability to connect fashion and luxury brands with consumers. The average European Instagram user with an interest in fashion checks their feed 15 times a day, and posts three times more often than the average user, making them an extremely engaged segment within the app's user base.
"The fashion industry was one of the first to embrace Instagram and it has been core to our community ever since," said Amy Cole, EMEA head of brand development at Instagram. "Whether it's a blogger sharing the latest looks or a world-famous fashion house giving a behind-the-scenes glimpse of their creative process, Instagram has become a vital source of discovery and inspiration for the industry and consumers alike.
"These new findings show how engaged and influential the fashion community is on Instagram; they post three times as often as the average person, with 230 per cent more followers. They're also ready to turn their passion for fashion into purchase."
UK users interested in fashion follow the highest number of accounts compared to other European countries, and also post three times as much as the average global users, but are particular in how they engage with other users' posts, 'liking' content less than the average user.
The app is also popular for coverage of fashion events, with 42m people having 283m interactions related to New York, London, Milan and Paris Fashion Weeks between 10 February and 9 March 2016, up from 25m people and 140m interactions the previous year. The introduction of Instagram Stories will only strengthen the platform's ability to provide coverage of events in real-time.
Fashion campaigns run through Instagram have reported great successes too, with 70 per cent of direct response campaigns and 78 per cent of app install campaigns resulting in a lift in actions.
"Across both Facebook and Instagram, fashion is a big focus area for us and we work closely with our partner retailers to help them communicate with shoppers in an even more relevant, meaningful, and timely way," said Martin Harbech, head of eCommerce and retail for Facebook and Instagram.
"By combining a retailer's understanding of their customers with our tools and understanding of people, we can make fashion personal again, but at scale."