Aussie Influencers Generate $385K In Earned Media At Fashion Week

HypeAuditor analyses the real impact of influencers on the prestigious week-long event, the Afterpay Australian Fashion Week 2021.

1,020 influencers took social media by storm, sharing a total of 2,380 social media posts about the event, generating a staggering $385K in Earned Media Value (EMV) for designers, brands and labels.

As a metric that benchmarks influencer marketing campaign efficiency and estimates the price of targeted advertising with an equivalent reach and audience, EMV is in a nutshell the social recognition a brand has earned on social media in the form of recommendations, reviews, user-generated content, and shares.

Alexander Frolov, CEO and Co-Founder, HypeAuditor commented, “The fashion industry has always been an early adopter when it comes to influencer marketing, but it is only in recent years that haute couture has started to embrace the power of influencers.

“Despite the unexpected lock-down in the fashion capital of Australia, Victoria, which prevented many fashion influencers from attending Fashion Week in Sydney, it was surprising to see the high volume of social media content shared by influencers, promoting the event, shows, designers or brands throughout the week. The EMV achieved is a clear indication that influencer marketing is a highly cost-effective conduit for advertising for the fashion industry”.

When it comes to high-end fashion, it’s the mega influencers, with follower counts above 1 million, who seem to move the needle for marketers. Four of the top five influencers with the most mentions of Fashion Week on Instagram fall into the mega tier of influencers.

Top 5 influencers during Fashion Week:

Lilymaymac

https://www.instagram.com/lilymaymac/

Followers: 4M

Engagement Rate: 1.13 per cent

Piamuehlenbeck

https://www.instagram.com/piamuehlenbeck/

Followers: 2.1 M

Engagement Rate: 1.03 per cent

Taramilktea

https://www.instagram.com/taramilktea/

Followers: 1.4 M