2021 Luxury Instagram Benchmarks:
Understanding COVID’s Impact

For the first half of 2020, Dash Hudson analyzed the 100 most-followed luxury brands on Instagram to uncover the impact of COVID-19 on performance and what that could mean long-term. The result is a series of benchmark KPIs that will help you understand your current numbers, and guide strategy and goals moving into 2021.


Curate a High-Value Social Strategy

Luxury was one of the industries highly at risk in 2020. Brands needed to reinforce the notion that spending on anything outside of necessities could be just as valuable in such a difficult time. While overall sales declined around -23% according to Bain & Company, digital sales grew by +50%—making social media a crucial consumer touchpoint. Harness the power of Instagram for conversions with insight from the world’s top brands.

What you’ll learn:

  • The four most important KPIs for the luxury sector on Instagram and the industry average for each

  • What these KPIs signal and how they’ve grown or declined year-over-year

  • How COVID-19 has impacted consumer behavior on Instagram

  • The strategies industry leaders employ to thrive on the channel

Get The BenchmarkS