According to iPaiban, a WeChat layout tool and data analysis platform, Chanel was the most active content producer among luxury brands on WeChat last year. After reviewing WeChat data from Fendi, Prada, Hermès, Chanel, Louis Vuitton, and Burberry, iPaiban discovered that Chanel’s post had 3,745,517 views, a 180.54% rise from 2021. In 2022, they published 48, 38, 59, 72, 35, and 63 items on WeChat, respectively. Louis Vuitton finished in second with 3,500,035 views, a 162.15% increase over the previous year. Burberry, Hermès, and Prada received between 2 million and 3 million views, while Fendi received around 1.3 million views. In terms of individual performance, all of Louis Vuitton’s published material received more than 100,000 views, exceeding the industry standard for successful reach. Louis Vuitton placed first in terms of interaction, with an average of 730 likes per lead story. Burberry and Prada came in second and third, with an average of 644 and 556 likes per top post, respectively.
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