Versace tops Met Gala online and social media rankings
Launchmetrics released its Met Gala social and online media report on Monday, calculating the value and impact of posts related to last week's "Heavenly Bodies"-themed event through its proprietary Media Impact Value (MIV) algorithm, and revealing Versace as the night’s clear winner in terms of brand exposure, helped on its way by a certain Mrs. Kardashian West.
The Italian fashion house took the top spot by a long way in terms of both number of interactions with posts mentioning the brand (16.8 million) and MIV ($11,840,388).
Hot on Versace’s heels in terms of engagement were Tommy Hilfiger with a total of 6.3 million interactions over both social and online channels, and Balmain which garnered 5.1 million interactions. Gucci and Ralph Lauren rounded out the top five with 4.8 million and 3.6 million interactions, respectively.
In terms of MIV, Marc Jacobs took second place with Launchmetrics calculating that its posts represented a value of $5.3 million, pushing Tommy Hilfiger into the number three spot at $3.6 million. Balmain ($3.4 million) and Gucci ($3.2 million) slipped into fourth and fifth place, while Ralph Lauren fell into sixth place with $2.6 million.
The biggest boost to Versace’s numbers no doubt came in the shape of Kim Kardashian, who wore a custom gilded chainmail gown by the label to the event and, living up to her status as the inaugural winner of the CFDA’s Influencer Award, appears twice in the top five Met Gala-related Instagram posts by engagement.
The first of Kardashian’s posts, which features Kim and sister Kylie Jenner, reached 4.4 million interactions and earned the photo the top spot in the rankings, while a second, showing Kim on the red carpet, claimed fourth place with 2.9 million interactions and was the top ranked post mentioning Versace.
Model and influencer Gigi Hadid also contributed to the brand’s victory, as she too wore Versace and took third place with one of her posts.
A post by Shawn Mendes showing the Canadian singer-songwriter with his date Hailey Baldwin came in second with 4.1 million interactions. Both were wearing Tommy Hilfiger, which almost definitely helped the brand scale Launchmetrics’ rankings, although attentions seemed to be focused more on the pair’s relationship status than anything else.
The final top five spot went to a post from Rihanna which garnered 2.6 million interactions. The photo shows the performer in her bishop-inspired ensemble by Maison Margiela, a brand which took seventh place among its peers in terms of interactions, with 3.3 million.
No doubt thanks to her quirky episcopal couture, Rihanna was also the most talked about celebrity across social and online media, generating an MIV of $8.8 million and beating out Kim Kardashian ($5.6 million) by quite a margin. Blake Lively, Kylie Jenner and Nicki Minaj rounded out the top five, followed closely by Cardi B and Selena Gomez.
Launchmetrics’ MIV algorithm has been finely tuned to the specificities of the fashion, luxury and cosmetics industries, and takes all media channels, including paid, owned and earned media, into account, attributing a higher value to content posted by more influential voices or featuring powerful imagery.
To collect its data, Launchmetrics tracked hashtags such as #metgala2018, #heavenlybodies, #redcarpet, #themet, #costumeinstitute and #metgala across both social and online media channels from May 6 through 8.
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