TikTok nearly trumped Instagram during the most recent Paris Fashion Week, with placements garnering on average 7 percent more media impact value, or MIV, according to Launchmetrics.
“For brands specifically, although Instagram remains the dominant platform for owned media content, TikTok proved to be the most value-efficient platform,” the data and insights firm said it a report released Wednesday.
In addition, French title Gala – a wiz at celebrity videos on TikTok – emerged as the top media voice with $32.2 million in MIV, 92 percent of it stemming from the video-sharing platform.
American Vogue came in second at $18.7 million, French Vogue in third at $10.6 million, WWD in fourth at $8.5 million, and British Vogue in Fifth at $7.8 million.
Overall, Paris Fashion Week, which took place from Sept. 23 to Oct. 1, garnered $629.6 million in MIV, a 26 percent percent increase over a year ago.
Launchmetrics’ proprietary media impact value figure (MIV) tallies the impact of relevant media placements on all channels (online, social and print), inclusive of paid, owned and earned mediums.
Media generated 58 percent of MIV, celebrities 18 percent, influencers 15 percent, owned media 7 percent and partner content 2 percent.
France topped the country rankings with $118.5 million in MIV, as titles like Gala and Vogue Paris leaned into video-first content, especially on TikTok, amassing five times more MIV than the U.S. on the platform.
“Video-first content will continue to shape the social landscape, making its integration into social strategies essential for driving engagement beyond the walls of the show,” the report said.
The U.S. came in second at $112.1 million, Thailand in third at $48.2 million, the U.K. in fourth at $46.8 miilion and India in fifth at $40.9 million.
Thai celebrities including Nattawin Wattanagitiphat and Sarocha Chankimha, better known as Apo and Freen, accounted for more than 30 percent of global celebrity MIV, while Alia Bhatt, a British actress of Indian descent, drove nearly $17 million in media coverage by attending Paris shows.
In terms of MIV, top celebrities eclipsed top influencers by a factor of four or five, with Filipino actress heart Evangelista in the top spot with $10.6 million, versus Brazilian YouTuber Camila Coelho in the top spot at $2.3 million.
“This season, Filipino celebrities overtook South Korean stars for the first time by authoring twice as many placements,” the report said.
Blackpink member Jisoo, however, still generates the most MIV per placement at $1.7 million, edging out Chankimha at $1.5 million per placement.
