The big news from February’s London Fashion Week came from Burberry: this was the last show in which clothes would be previewed for a later season. From September, the public will be able to buy all Burberry clothes as soon as they have appeared on the catwalk. This announcement, and the discussion around it, helped Burberry to a huge share of the online conversation during #LFW16.
There were more than 80 designers showing their Autumn/ Winter lines this week so, to get a snapshot of social media activity, I compared five of the top UK designers with five up and coming labels. I used Brandwatch’s analytics platform to measure variables such as share of voice, output, sentiment and topics. Here’s what I found…
There was a hint of rebellion bubbling under at last week’s Social Media Week London. But despite Will Hayward of Dazed (above) kicking off the conference with a fabulous call to arms – wanting all of us to turn off our ‘content pipelines’ and start doing something more interesting instead, most sessions reverted to business as usual, focusing on brand-building tips and tactics.
Here are my top three takeaways from the week:
1. Short-form visual content is overtaking the written word: the most popular ‘word’ online in 2014 was the heart emoji (Twitter’s Tariq Slim). Twitter reported a massive rise in short-form content (Periscope, stop motion Vines and gifs). Jonathan Davies from Buzzfeed noted the same, citing animated Vines and gifs. Ed Couchman from Facebook has seen a huge rise in emoji, stickers and photos. By 2018, he says, 9/10 pieces of Facebook content will be video. Continue reading →