London Fashion Week trends: Instagram now more popular than Twitter

With London Fashion Week kicking off this week, digital marketing agency Greenlight, sheds light on the social media buzz around #LFW2016, indicating that Instagram will be more popular than Twitter.

Greenlight has been tracking social media mentions in the month leading up to London Fashion Week 2016, comparing it with the same period in 2015.

Key findings:

· Instagram will be more popular than Twitter in London Fashion Week 2016
· There have been 5,602 Instagram posts using #LFW2016 in the month leading up to London
· Fashion Week 2016, compared with just 1,178 Twitter mentions over the same timeframe.

The increasing popularity of the photo-sharing platform will make Instagram the social media channel for instant access to news, info and gossip at the event, with users drawn in by captivating imagery being shared by designers, celebs and attendees.

· Twitter is “so last season” as mentions on this social media channel plummet

· There have only been 1,718 twitter mentions using #LFW2016 in the lead up to London Fashion Week 2016, compared with over 6,000 twitter mentions using #LFW2015.

Twitter’s declining popularity at London Fashion Week could be attributed to the platform’s waning popularity, which has been well documented recently, as well as the stratospheric rise of Instagram as the fashionista’s social media platform of preference.

Andreas Pouros, COO and co-founder at Greenlight, the digital marketing company, said: “For the first time, London Fashion Week was more about Insta-style than Twitter-trends with four times more posts being shared on this social media channel. Attracted by funky filters and hip hashtags, the fashion set is increasingly favouring the leading photo-sharing platform to promote colourful and engaging imagery of the hottest designers and clothes lines.

“As tweets diminish, Twitter has become “so last season” and savvy fashion retailers should direct marketing efforts towards Instagram instead. Heralded as “the shop window of the future”, Instagram offers marketers incredible promise to grow and attract their audiences, as well as influence and enable consumer purchases.”