In the third quarter of 2021, leading fashion luxury brands invested roughly 181 million U.S. dollars in influencer marketing in China. Brands cooperated predominantly with so called mega influencers (with 500 thousand to two million followers). Such influencers garnered 56 million U.S. dollars or 46 percent of the total influencer marketing Media Impact Value (MIV®) of these brands.
Media Impact Value of luxury fashion influencer marketing in China in 3rd quarter 2021, by number of followers
(in million U.S. dollars)
Media Impact Value (MIV®) is based on a proprietary machine learning algorithm to measure the value of all marketing activities (including posts, interactions, and articles) across voices, fashion, luxury, and beauty, the algorithm was trained on actual media rates and over five years of FLB specific campaign data. It analyzes more than 100 quantitative and qualitative attributes including audience engagement, industry relevance, source authority, and content quality, to create a highly accurate method of measurement. Thus, MIV® offers a unified way to calculate how brand equity is being created and which strategies create the most ROI.
The measurement covers online media, blogs, Instagram, Facebook, Twitter, TikTok, YouTube, Douyin, Weibo, WeChat, RED, and BiliBili.
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Launchmetrics. (October 15, 2021). Media Impact Value of luxury fashion influencer marketing in China in 3rd quarter 2021, by number of followers (in million U.S. dollars) [Graph]. In Statista. Retrieved April 21, 2025, from https://www.statista.com/statistics/1295367/miv-fashion-luxury-brands-influencer-marketing-china/
Launchmetrics. "Media Impact Value of luxury fashion influencer marketing in China in 3rd quarter 2021, by number of followers (in million U.S. dollars)." Chart. October 15, 2021. Statista. Accessed April 21, 2025. https://www.statista.com/statistics/1295367/miv-fashion-luxury-brands-influencer-marketing-china/
Launchmetrics. (2021). Media Impact Value of luxury fashion influencer marketing in China in 3rd quarter 2021, by number of followers (in million U.S. dollars). Statista. Statista Inc.. Accessed: April 21, 2025. https://www.statista.com/statistics/1295367/miv-fashion-luxury-brands-influencer-marketing-china/
Launchmetrics. "Media Impact Value of Luxury Fashion Influencer Marketing in China in 3rd Quarter 2021, by Number of Followers (in Million U.S. Dollars)." Statista, Statista Inc., 15 Oct 2021, https://www.statista.com/statistics/1295367/miv-fashion-luxury-brands-influencer-marketing-china/
Launchmetrics, Media Impact Value of luxury fashion influencer marketing in China in 3rd quarter 2021, by number of followers (in million U.S. dollars) Statista, https://www.statista.com/statistics/1295367/miv-fashion-luxury-brands-influencer-marketing-china/ (last visited April 21, 2025)
Media Impact Value of luxury fashion influencer marketing in China in 3rd quarter 2021, by number of followers (in million U.S. dollars) [Graph], Launchmetrics, October 15, 2021. [Online]. Available: https://www.statista.com/statistics/1295367/miv-fashion-luxury-brands-influencer-marketing-china/
