An analysis by Metricool, released on 9 October 2026, compares one hundred Instagram accounts linked to Paris Fashion Week. The houses show the lowest engagement rate, but the formula for the rate is not detailed.
Source, date, scope: Metricool, publisher of a social media management and analytics platform, studied 100 Instagram accounts linked to Paris Fashion Week from 25 September to 6 October 2026, using its Metricool Studio tool. The accounts are classified as creators and influencers, models, celebrities, media and luxury houses. These figures are declared by the publisher of an analytics tool; the composition of the sample and the formula for the engagement rate are not published in the message.
By category, the average engagement rate is 3.90% for creators and influencers, 2.34% for celebrities, 0.32% for media and 0.06% for luxury houses. Metricool concludes that creators engage their audience 65 times more than the houses, which corresponds to the ratio of 3.90 to 0.06. At account level, Jennifer Lawrence gets 40.69% on a single post, the second on her Instagram account, with more than 3 million likes. Rihanna totals 3.3 million likes on average across three posts, for a rate of 2.28%. Alex Consani reaches 8.39%, Gabbriette 6.75%, Léna Situations 3.14% and JISOO 2.11% over seven posts.
Among the houses, Chanel has 59 million followers for 0.02% engagement, Louis Vuitton 55 million for 0.03% and Dior 46 million for 0.11%. Miu Miu reaches 0.19% and Jacquemus 0.16%. On the media side, Dazed published 215 pieces of content, including 163 Reels, Vogue France 146, including 94 Reels, and Vogue Magazine 126. Vogue Magazine’s Reel on Rihanna’s arrival at a show gathered 20 million views and 531,000 likes.
The message says that posting more does not mean engaging more. The data reproduced do not demonstrate this: they give the volume of posts of three media outlets, but not their engagement rate. As for the comparison between categories, it depends on a formula that is absent. If interactions are measured against the number of followers, as suggested by the ranking of Chanel, Louis Vuitton and Dior in the reverse order of their audience, the most-followed accounts are mechanically disadvantaged against a creator’s account. Comparing a rate on a single post, that of Jennifer Lawrence, with averages over dozens of pieces of content also amounts to measuring two different things.
The figures make it possible to rank accounts according to a rate whose formula is missing. They do not allow any conclusion about the effectiveness of a publishing strategy.
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