Apparel Digital Whitespace Map™ Q4 2021

December 14, 2021

Apparel

Download as PDF

Key Takeaways

‍

‍

Measurement Methodology: Audience Attention

‍

Measurement Methodology: Competitors’ Focus

‍

In Q4 2021, the Apparel Audience Attention was the highest on TikTok, followed by YouTube and Facebook.

*Composite metric consists of video views, Monthly Active App Users, and Monthly Unique Site Visitors

‍

However, Apparel Competitors’ Focus is significantly high on Instagram, followed by TikTok. High competitor focus on Instagram was driven by Fashion Nova, which generated 21M engagements in Q4 2021.

Composite metric consists of post cadence, audience growth, engagement volume, organic video views. Competitor’s focus is comprised of the top 15 brands in the Apparel industry.
Competitor focus data for Snapchat is currently unavailable.

‍

There is whitespace opportunity on YouTube, TikTok and reddit, where there is high Audience Attention and low Competitor Focus.

‍

Facebook, Instagram, Twitter, and Pinterest are oversaturated platforms with high Competitor Focus and low Audience Attention.

‍

Audience Attention is growing on YouTube and TikTok this quarter.

‍

Audience Attention shrank this quarter on Facebook, Snapchat, and Twitch.

‍

Audience Attention is stable for Instagram, Twitter, Pinterest and reddit with less than a 5% change this quarter.

‍

Competitor Focus is growing on YouTube, Facebook and Twitter.

‍

Competitor Focus shrank significantly this quarter on TikTok and Pinterest.

‍

Competitors’ Focus is stable for Instagram with less than a 5% change this quarter. Competitors in the Apparel industry are currently not active on reddit, and Twitch.