Key Takeaways

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Measurement Methodology: Audience Attention

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Measurement Methodology: Competitors’ Focus

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

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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.  

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

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

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Audience Attention is growing on YouTube and TikTok this quarter. 

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

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

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Competitor Focus is growing on YouTube, Facebook and Twitter.

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Competitor Focus shrank significantly this quarter on TikTok and Pinterest.

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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.