I'm going to caveat that by saying nobody asked that question, but I did mention in last week's episode that we were going to do a study on engagement during Fashion Week, and that my theory just shot in the dark was that engagement would fall. We did find that to be the case. If you haven't seen On Fours Instagram, we're going to publish these results for our little study that we did right today. It'll be a couple of days back. If you haven't seen it, you can dive more into it there. I'm sure they'll explain it more thoroughly.

What was interesting is, so we took anyone that mentioned #New York fashion Week, or mentioned New York Fashion Week. We've had 1,400 influencers. We looked at their engagement in the month leading up to Fashion Week, during Fashion Week, month after Fashion Week. What was really interesting is that, if you look at their engagement in the weeks leading up to Fashion Week to during Fashion Week, engagement fell over 25%, and it really doesn't rebound in the month after. Now, it could be that people are going and doing all the different cities, but I feel pretty confident saying that engagement falls on a whole for those influencers who are talking about Fashion Week.

Now, there's more to his story than just, oh, you shouldn't talk about Fashion Week. Another interesting thing was, of those 1,400 influencers, they were publishing on average about, what was it? It was 7,000 posts a week, and during Fashion Week, they were publishing 10,000 posts. I think the fall in engagement has as much to do with posting quite a bit more, as it does with people not connecting with it. If you're worried about your engagement during Fashion Week and you're looking at these numbers and trying to find a takeaway, my takeaway would be that you should be posting less, or just don't ramp up the frequency of your posting as much as you might do.

Now, you might not care, which is also totally fine. We've had a few conversations recently about with influencers who say they just no longer really care about engagement, and maybe you want to post what you want to post, go crazy, but the data is saying pretty strongly that for those influencers who go to Fashion Week and cover it, your engagement is going to fall by at least 25%. You know how the algorithm works. It can be hard to get that back. I think that's maybe what we're seeing in the fact that the engagement doesn't rebound, is that once your engagement slips, it can be hard to turn that around consistently. You could put yourself in a hole for months to come if you bomb your audience too much and bore them with your Fashion Week content. Pay attention to that or don't.

Another thing, next year, we would like to do a study on Insta Stories and see how much drop-off there is, because I find the Insta Stories to be quite a bit more boring and mind-numbing and repetitive than the Instagram posts, but the constant stories of finales and the shows is fairly, I think, boring to most people. Really exciting if you're there, but for most people, pretty fucking boring, so consider that.