This week marks
the first year anniversary of Instagram's stories. Since its launch in August
2016, global audience has reached 700 million users, 250 million of which use
it on a daily basis. It has now surpassed rival Snapchat which has 161 million daily
active users.
Instagram
released the top 15 fashion industry users which includes Emily Ratajkowski at
the top. Others include Louboutin, Louis Vuitton, Chiara Ferragni, Miranda
Kerr, and Gigi Hadid. The success of Instagram
Stories and the top ranked Fashion accounts is as a result of the more informal
engagement between the brand and their audience. The walls have come down and fashion brands
are in the process of becoming more authentic (vs. picture perfect photos
of models).
The
head of fashion partnerships at Instagram Eva Chen, although not on the list, has done a fantastic job engaging
with her audience. Her Stories teach
users how to use different Instagram functionality (i.e., the new filters), about
different fashion and beauty brands and about her personal life (her kids and
parents). She makes it entertaining to
follow her and I believe all the top Fashion accounts have been doing the same.
https://www.businessoffashion.com/articles/news-bites/dior-and-louis-vuitton-are-most-engaged-fashion-brands-on-instagram-stories
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