Dior has emerged as the leading luxury brand internationally, receiving the highest number of unique Instagram mentions and posts from local influencers, resulting in an earned media value of $26.08 million, according to a survey conducted by HypeAuditor.
Gucci, Prada, Louis Vuitton, and Versace also made it to the top five, garnering significant mentions from Indian influencers. Interestingly, Louis Vuitton, despite being the third most mentioned brand, achieved the highest earned media value, accumulating $30.36 million from these posts.
Versace secured the third position, generating an earned media value of $12.99 million. Between January and May, Dior received 1,431 mentions from 841 influencers. Collectively, these top five brands were mentioned by 2,099 local influencers in 4,189 posts, reaching an astounding 554 million users.
HypeAuditor, an analytics firm that employs artificial intelligence (AI) tools for data compilation, collected information from various social media platforms including Instagram, TikTok, and YouTube. Out of 154 posts, Dior was mentioned at least once, with 51% of the posts featuring five or more brand mentions. This indicates its immense popularity among fashion influencers who showcase their daily outfits and include the brands they wear in their photos.
Notably, Dior received mentions from 93 mega influencers, including Avneet Kaur, Anushka Sharma, and Sonam Kapoor. Gucci secured the second position with 1,126 mentions from 701 influencers, including celebrities like Alia Bhatt, Sonam Kapoor, and Darshan Raval. Louis Vuitton received 936 mentions from 557 influencers, resulting in the highest earned media value.
The brand was not only mentioned by its house ambassador, Deepika Padukone, but also by Urvashi Rautela and Sonam Kapoor. Of all the posts, 40% were in the form of reels, the most popular content format in India. Additionally, mega influencers, who have a following of over one million, created 231 posts. The most liked post featured Dior in a carousel by Anushka Sharma, garnering 4.2 million likes on Instagram.
