Luxury brands: ranking of the most influential on Instagram and TikTok in France in 2025
In 2025, attention will be earned on social networks more than ever. According to an analysis published by Journal du Luxe,
Instagram and TikTok, major levers in 2025
The 2025 ranking cited by the medium is based on clear indicators: reach, engagement and media value. On Instagram, image, community and editorial consistency weigh heavily in the balance. On
For luxury brands, Reels support desirability with low friction and high save rates.
This barometer highlights the importance of designers and affinity communities. Influencer activations feed theMVE when they remain consistent with the brand’s heritage and promise. Moreover, the share of owned content complements the voice of talent, consolidating credibility. Luxury brands progress when strategy aligns with season and culture in real time.
“On networks, desirability is now measured by real impact, not mere reach.”
Best quoted brands (social networks, S1 2025 – France)
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Instagram (luxury): Louis Vuitton (leader), then Chanel and Dior; strong performances also for Miu Miu, Jacquemus, Saint Laurent, Gucci, Prada, Hermès, Dolce & Gabbana.
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TikTok (luxury): Valentino (#1), followed by Rabanne and Maison Margiela; also featuring Dior, Louis Vuitton, Jacquemus, Chanel, Vivienne Westwood, Saint Laurent, Boss.
On Instagram, Louis Vuitton dominates luxury with 16.6 M€ of EMV and an average engagement rate of 13.7%, ahead of Chanel and Dior. On TikTok, Valentino leads the luxury segment with ~9.7 M€ of EMV and 9.4% engagement, followed by Rabanne and Maison Margiela. Other Maisons (Jacquemus, Saint Laurent, Gucci, Prada, Hermès, Dolce & Gabbana, Vivienne Westwood, Boss) complete the picture. In short: differentiated catwalks by platform, confirming highly targeted influence strategies by brand.
What the France 2025 ranking reveals
Journal du Luxe reports on a 2025 national ranking covering fashion, accessories and jewelry. Houses with a strong history win on the consistency of the story, especially when the iconic is updated. Also, product-worn and backstage formats reinforce buying confidence, week after week. Luxury brands benefit from local communities and cultural signals.
The framework is based on public data, organic performance and visible campaigns from all periods. As a result, the analysis compares volume trends, reaction quality and cultural affinity. Fashion Week peaks provide a valuable testing ground for formats and messages. For luxury brands, the decisive signal remains the conversion of attention into concrete action.
- Share of video content in high-performance publications
- EMV year-on-year growth
- Average engagement rate by key format
- Weight of creators vs. official accounts
- French share of active audiences
Trends 2025: content, creators, retail
In 2025, co-creation is becoming a structural part of social media strategies. Designers, stylists and communities build useful narratives that live beyond a campaign. Limited drops stimulate repeat viewing and memorization of the collection. For luxury brands, live video brings together editorial, customer service and assisted sales.
Social SEO now counts in product search and style queries. Also, captions, subtitles and enriched descriptions help the algorithm and organic discovery. Guides, educational carousels and FAQs are gaining ground on Instagram with high save rates. Luxury brands are therefore paying close attention to the semantics of posts and the meshing between formats.
Data-driven management is becoming more refined, with unified, easy-to-read dashboards. However, creative quality remains the primary factor, especially on mobile and in full-screen mode. In addition, measuring video retention sheds light on the real value of an idea, scene after scene. Luxury brands read weak signals before investing in paid broadcasting.
At Jacquemus, the Moon Shoe illustrates the appeal of iconic shoes on networks. Reinvented editions, driven by talent, feed a short storytelling that converts curiosity into demand.
KPIs to track, without losing the brand’s soul
The key trio remains qualified reach, useful engagement and traffic to controlled destinations. Thus,MVE can be read with registration rate, audio creation share and viewing time. On the other hand, mere sight is no longer enough to judge desirability or conversion. Luxury brands prioritize intent signals, such as search and return to store.
Investments are shifting towards reusable, mobile-native creative assets. Modular filming means that formats, languages and seasons can be adapted without losing DNA. Retail teams share insights from the field with social to refine planning. As a result, the data-creation loop speeds up and better serves retail.
How to prepare for the next cycle
Start with a six-month audit of successful content, platform by platform. Then set three simple objectives: awareness, consideration and conversion, with a KPI for each stage. In this way, defining a clear role for each network limits creative and budgetary dispersion. Luxury brands gain pace without losing precision and uniqueness.
Map affinity creators by product, city and audience level. Also, planning for music rights right from the brief makes for smoother distribution on TikTok and Instagram. A test-and-learn budget secures creative bets and informs arbitration. On the other hand, we’re quick to cut anything that doesn’t bring measurable value.
Measuring each launch against a stable benchmark avoids mirages and false positives. What’s more, a coherent narrative between catwalk, window and mobile creates the necessary confidence. The calendar must integrate cultural and retail chestnuts to anchor the message. Luxury brands remain visible, useful and desirable when consistency guides execution.
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