Apparel Digital Whitespace Map™ Q4 2021

TikTok
Instagram
YouTube
Twitch
Facebook
December 14, 2021
Apparel

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.

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. 

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

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. 

Audience Attention is growing on YouTube and TikTok this quarter. 

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

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

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

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

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

Competitor Focus is growing on YouTube, Facebook and Twitter.

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. 

Competitor Focus shrank significantly this quarter on TikTok and Pinterest.

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. 

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.

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. 

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