The Luxury Industry Social Media Benchmark Report
Find out how your brand stacks up against luxury industry leaders.
Download the Benchmarks
To understand how your brand is doing on social, start by seeing what’s typical in the luxury industry. Download the report to see luxury industry averages across important metrics and platforms, including TikTok, Instagram, and YouTube. Use these findings to set clear goals, sharpen your content plan, and grow your audience faster.
Key Takeaways: 2025 Luxury Benchmark Report
Top performer on TikTok. Luxury brands lead in average views per post, signaling strong top-of-funnel impact.
Instagram Reels are working. They generate higher views and engagement than static posts.
YouTube has high retention. Brands average high retention by repurposing high-quality campaign footage.
Luxury Industry Benchmarks and Statistics
TikTok
502.7K
235.6K
YouTube
82.9K
* Video views are the total number of times a video is played, including repeat plays by the same viewer.
Dash Social Insight: Luxury brands are leading in views and retention. Adding interactive or emotional hooks to content can drive more meaningful audience actions and stronger brand affinity.
Luxury Industry Highlights From Leading Brands
Luxury brands are creating content that feels elevated and unmistakably theirs. They build strong brand recognition through consistent lighting and styling. Behind-the-scenes content that highlights craftsmanship resonates deeply, especially in categories like fine jewelry. Each post is edited with intention, using clean visuals and clear hooks to command attention.
Thom Browne turns TikTok into theater with dreamy red carpet looks, monochrome palettes and choreographed vignettes. The brand’s bold identity helps its content stand out in the algorithm.
Tom Ford uses Reels to offer behind-the-scenes glimpses into their creative world, as well as red carpet footage, blending authenticity with exclusivity and making followers feel like insiders.
Prada drives high view counts with its stunning campaign shorts. The brand’s cinematic production values and narrative-driven approach to fashion makes each video feel like a short film.
Dash Social pulled a sample of global companies across TikTok (n=970), Instagram (n=2,967), and YouTube (n=630) analyzing their activity between January 1, 2025 to June 30, 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.
