Instagram growth19 Jan 2021 20:17
I track Instagram followers of Boohoo brands to get an insight of which are doing well. Since Dec 3 Boohooman is doing really well up 9% to 1.5M followers with Karen Millen as a comparison up 11,000 or 3% at 381,000. Boohooman on an annualised basis could be 3M by year end. Superdry plc is up 8,000 to 619,000 Insta followers so Boohooman is 'reaching' nearly 2.5 times as many people. I have not got an algorithm to work out how followers materialise into sales but assuming 1 in 3 followers are active buyers of the brand and buy a basket of goods at £40 5 times a year (make the maths easy) revenue would equate to £100M rising to £200M this year for the menswear division alone. Pretty Little Thing has 13M followers so 9 times the followers of Boohooman. Comments welcome.