Luxury Industry Social Media Benchmark Report
Find out how your brand stacks up against luxury industry leaders.
Download the full luxury industry benchmark report to see the latest averages, statistics, and key metrics across the industry. Use these findings to set clear goals, sharpen creative, and discover where you’re winning or have opportunities to grow.
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Key Takeaways: 2026 Luxury Industry Benchmark Report
- TikTok delivers visibility. Views are up 12% and reach is steady, but with engagement falling from 3.3% to 2.2%.
- Instagram formats serve different goals. Views are up 45%, and while static remains a core format, video is the clearer opportunity.
- YouTube growth is creating room to scale. Views are up 73% across On-Demand and Shorts, without a major increase in posting volume.
Luxury Industry Benchmarks and Statistics
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What Top Luxury Brands Are Doing Differently
Top luxury brands are starting to put personalities at the forefront of online content, using a blend of aspirational visuals and human-driven content to inspire and relate to viewers.
Victoria Beckham blends her personal presence with her brand in a way that makes content feel more human and culturally relevant. That personal touch adds warmth to otherwise sleek, sophisticated visuals, helping the brand feel aspirational without becoming distant.
Phillips Jewels shares hi-fi images that highlight the detail and precision of its jewelry. In the captions, they share insights spanning art, history, and design inspirations, using beautiful images to grab attention and their expertise to hold it.
LOEWE’s YouTube is a creative’s dream, filled with distinctive content that reflects the brand’s artistic point of view. From runways and making-of content to conversations with inspiring voices, everything feels intentional, cultured, and distinctly LOEWE.
How Have Luxury Benchmarks Changed Since Our Last Report?
From Runway-Led Moments To Personal Brand Access
Previously, top-performing luxury content centered on polished campaign visuals and high-gloss fashion moments.
Now, brands are mixing those visuals with founder, designer, and behind-the-scenes content. Victoria Beckham and Sandy Liang prove that personal access can lift performance without losing brand polish.
What changed: Audiences respond to luxury content that feels more human and less distant.
From Exclusivity To Controlled Visibility
In 2025, luxury brands kept the focus on finished products and image-making.
Brands are now sharing more of the process, from styling to craftsmanship to the people behind the work. LOEWE’s YouTube performance is a strong example of this shift.
What changed: Showing behind-the-scenes content focused on how brands operate, holds attention and increases views.
From Prestige Visuals To Story-Led Video
In our last report, luxury brands relied more heavily on still imagery and campaign-style posts, especially on Instagram.
Our most recent report shows that short-form video plays a bigger role across TikTok and Instagram, with stronger results coming from narrative-led content. TikTok average engagement sits at 2.2% by views, while Instagram remains lower at 0.2%, making video quality and unique concepts more important than volume.
What changed: Luxury brands are getting stronger results from motion, pacing, and storytelling than from image-first posting alone.
What’s a Good Engagement Rate for Luxury Brands?
Luxury brands should aim for an engagement rate between 2.0% and 2.5% on TikTok, and between 1.5% and 2.0% on Instagram.
What Types of Content Perform Best for Luxury Industry Brands?
Top luxury brands balance polish with access. On TikTok, aspirational visuals and storytelling deliver stronger engagement. Perfect Moment Sport reached 12.6% engagement with visually rich winter content, while Natural Diamond Council leads in Entertainment Score by focusing on personal stories rather than product alone.
On Instagram, detail matters. Sandy Liang outperformed industry in engagement by mixing personal moments with product drops, while Phillips Jewels paired close-up visuals with concise educational captions. With average engagement at 0.2%, brands that offer a clear point of view and a closer look at the product outperform.
On YouTube, behind-the-scenes and process-led videos stand out. LOEWE leads in viewership by focusing on craft, runway content, and conversations tied to the brand’s creative identity. With 99% average percentage viewed, long-form performance is strongest when videos are visually consistent and tightly edited.
How Our Luxury Industry Benchmarks Are Calculated
Dash Social pulled a sample of global companies across TikTok (n=1,361), Instagram (n=3,363), and YouTube (n=616) analyzing their activity between July 1, 2025 to December 31, 2025 to determine average performance against a predetermined set of KPIs. These benchmarks include organic, boosted and promoted content but exclude paid ads. They apply to handles with at least 1K followers, covering both customers and non-customers.
Download the Full Luxury Industry Report
Dash Social’s benchmark report takes you through the latest metrics behind discovery, viewership, and how leading brands stand out on social.
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Social Media Benchmark FAQs
How often should luxury brands post per week?
Luxury brands currently average four posts per week on TikTok, six on Instagram, and three videos on YouTube. Instagram supports the highest posting frequency, while TikTok and YouTube tend to reward stronger concepts over higher volume.
Which platforms are most important for luxury brands?
Instagram remains a core platform for luxury brands, with an average 6.7 million followers across brands in this set. TikTok is more important for engagement and discovery, while YouTube plays a key role in deeper storytelling. Each platform serves a different purpose, so the strongest strategy is usually distributed across these channels with specific content.
How do luxury vs. fashion benchmarks differ?
Luxury brands tend to post less frequently and see lower engagement rates than broader fashion brands, especially on Instagram. Its content leans more heavily on craftsmanship, exclusivity, and visual detail, while fashion brands often move faster with trend-driven content. Luxury performance tends to be stronger when content adds context and access without losing visual control.