Beyoncé's Ivy Park is already the most popular kid on Instagram
The BeyHive sure knows how to make buzz. And they do so loudly.
Beyoncé's Ivy Park athleisure line, announced March 31, hasn't even launched but is now considered to be the most popular fashion brand on Instagram in terms of engagement.
This according to Instagram marketing platform Dash Hudson, which does deep dives into fashion and beauty brands and publications. The agency, which has tracked brands throughout the years and their respective Instagram practices, found that Ivy Park has hit unprecedented engagement levels.
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The account, @weareivypark, currently has over 126,000 followers and 36 posts. While that's not the most followers of any brand, the activity surrounding the account is striking.
"We've never seen this before and it's a unique moment in time," said Thomas Rankin, CEO of Dash Hudson, to Mashable. "We haven't seen this kind of engagement in the past from any other brand."
In Rankin's findings, the account has an average engagement rate of 22.91%, an "astronomical" number, he said, given that most brands have a 1% engagement rate. The brand even has more engagement than Beyoncé's own personal Instagram account, which has a little over 1% user engagement.
That percentage might seem small, but Rankin said it's a number that's difficult to reach. For celebrities from Kendall Jenner to brands like Urban Outfitters, having more than 1% engagement is considered successful.
Other fashion brands hitting it out of the park are Brandy Melville, Rolex and VS Pink, with steady engagement at rates like 3.4%, 3.39% and 3.1%, respectively. Ivy Park's is seven times higher than any of these leading accounts.
To compare that with other big launches, Ivy Park has seen more than double the engagement of Rihanna's line for Puma. That account had approximately 10-15% of user engagement before its launch.
The Beyoncé effect is even helping brands like Topshop with their own social engagement. Topshop's posts on Instagram are performing 50% better when including photos or Ivy Park references.
"It really shows her star power and just how powerful the Beyoncé effect is," Rankin said.
That, and loyalty of the buzzing BeyHive.
To get your own piece of merchandise, head to Topshop, Net-A-Porter or Nordstrom on Thursday, April 14.
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Topics Instagram Social Media
David joined the Mashable team as its first fashion hire. He's written for the Wall Street Journal, Elle, GQ, Harper's Bazaar, Esquire, Details, Nylon, Refinery29, Fashionista, and covered the men's market at Women's Wear Daily. David has appeared on E!, Vh1, the Style network, and was a stylist at Capitol records.
