Filipino Celebrities Overtook Korean Stars at Paris Trend Week

TikTok almost trumped Instagram throughout the newest Paris Trend Week, with placements garnering on common 7 % extra media impression worth, or MIV, in accordance with Launchmetrics.

“For manufacturers particularly, though Instagram stays the dominant platform for owned media content material, TikTok proved to be probably the most value-efficient platform,” the info and insights agency mentioned it a report launched Wednesday.

As well as, French title Gala – a wiz at superstar movies on TikTok – emerged as the highest media voice with $32.2 million in MIV, 92 % of it stemming from the video-sharing platform.

American Vogue got here in second at $18.7 million, French Vogue in third at $10.6 million, WWD in fourth at $8.5 million, and British Vogue in Fifth at $7.8 million.

Total, Paris Trend Week, which occurred from Sept. 23 to Oct. 1, garnered $629.6 million in MIV, a 26 % % enhance over a 12 months in the past.

Launchmetrics’ proprietary media impression worth determine (MIV) tallies the impression of related media placements on all channels (on-line, social and print), inclusive of paid, owned and earned mediums.

Media generated 58 % of MIV, celebrities 18 %, influencers 15 %, owned media 7 % and accomplice content material 2 %.

France topped the nation rankings with $118.5 million in MIV, as titles like Gala and Vogue Paris leaned into video-first content material, particularly on TikTok, amassing 5 occasions extra MIV than the U.S. on the platform.

“Video-first content material will proceed to form the social panorama, making its integration into social methods important for driving engagement past the partitions of the present,” the report mentioned.

The U.S. got here in second at $112.1 million, Thailand in third at $48.2 million, the U.Okay. in fourth at $46.8 miilion and India in fifth at $40.9 million.

Thai celebrities together with Nattawin Wattanagitiphat and Sarocha Chankimha, higher generally known as Apo and Freen, accounted for greater than 30 % of worldwide superstar MIV, whereas Alia Bhatt, a British actress of Indian descent, drove almost $17 million in media protection by attending Paris exhibits.

By way of MIV, prime celebrities eclipsed prime influencers by an element of 4 or 5, with Filipino actress coronary heart Evangelista within the prime spot with $10.6 million, versus Brazilian YouTuber Camila Coelho within the prime spot at $2.3 million.

“This season, Filipino celebrities overtook South Korean stars for the primary time by authoring twice as many placements,” the report mentioned.

Blackpink member Jisoo, nevertheless, nonetheless generates probably the most MIV per placement at $1.7 million, edging out Chankimha at $1.5 million per placement.