Instagram has spoken: Beyoncé might just be a black Bill Gates in the making. The present-day polymath may well have had her upcoming Ivy Park line in mind when she penned that line. Spandex bras have yet to hit Topshop shelves and already Beyoncé’s athleisure line is the most popular fashion brand on Instagram in terms of engagement.
Dash Hudson, an Instagram marketing platform that targets fashion and beauty brands and publications, has kept tabs on various brands’ social media doings throughout the years, and according to its data — surprise, surprise — no one causes all this conversation like Bey.
Though only 126,000 followers strong and comprising a mere 36 posts, Beyoncé’s @wearivypark is killing the Insta-game. “We’ve never seen this before and it’s a unique moment in time,” Thomas Rankin, CEO of Dash Hudson, told Mashable. “We haven’t seen this kind of engagement in the past from any other brand.” Couple our obsession with Beyoncé and our love of athletic wear and you’ve got an unbeatable combo, apparently. Makes you wonder how quickly Bey Lip Kits would sell out.
According to Dash Hudson’s research, @wearivypark has an average engagement rate of 22.91 percent. Comparatively, most brands, if they’re lucky, get about one percent user engagement. Strangely enough, even Beyoncé’s personal account only sees a little above one percent user engagement. Yet, when brands like Topshop post about Ivy Park, they see the effect of Queen Bey’s Midas Touch. Topshop posts that include Ivy Park promos perform 50 percent better than a typical post. (Social media editors, take note.)
Introducing IVY PARK a new activewear brand for women. Arriving 14.04.16 #IVYPARK
A photo posted by IVY PARK (@weareivypark) on
“It really shows her star power and just how powerful the Beyoncé effect is,” Rankin affirmed, not that we needed a line graph to tell us that. Now, if you’ll excuse us, we’ll be maniacally refreshing the Topshop website until the brand’s 10:00 am launch.
[ via Mashable ]
