Paris Fashion Week is one of the most talked-about global fashion events, bringing together designers, influencers, and fashion enthusiasts. We conducted an extensive social media monitoring study to understand how audiences engaged with the event on social media platforms, analyzing over 6,500 social media posts related to #ParisFashionWeek and #PFW. Our research aimed to gather insights into audience sentiment, content trends, and emerging discussions.
This analysis provides valuable insights into two key areas:
- General post insights (content types, hashtag usage, top contributors, posting trends, and media usage)
- Sentiment analysis (how users felt about the event and brand mentions)
Here’s what we discovered:
General analysis of Paris Fashion Week posts
In this part of the analysis, we used the generated posts and structured them to find patterns based on the type of content used, the most used hashtags, and the top contributors who posted the most about PWF.
1. Content & media distribution
Our research found that the majority of social media posts were text-based, followed by image posts, while videos and carousel posts were the least frequent. In total, over 4,000 posts were text-based, showing that discussions dominated over visual content. Additionally, out of 6,500 posts, less than 10% included video content, revealing an opportunity for richer media engagement.
Actionable Insight: Since text-based posts dominate the social media channels, brands and influencers should publish content in multiple formats, such as video content and carousel posts, to capture more engagement. Event organizers should also prioritize user-generated content (UGC) and rich media content such as behind-the-scenes videos, influencer interviews, and live event coverage to increase engagement across multiple channels.
Here are some examples of UGC posts that can be used as they mention celebrities and are posted by influencers:
- @thinkafrica.kenya: Travis Scott at Vetements Official Fashion Show—iconic moment! (#vetements #pfw #parisfashionweek)
- @freen_addict8: Brand Ambassador ✨ Representing Valentino FW25 in elegance! (#ValentinoFW25xFreen #ValentinoFW25)
- @jasmine_fb0812: ✨ Stunning moments from the Valentino FW25 collection! (#valentinogaravani #valentinofw25)
2. Hashtag usage
Surprisingly, not all social media posts used event-specific hashtags, even though they help improve brand mentions and track trends and social media engagement. Our data shows that more than 60% of posts lacked hashtags, missing out on potential reach.
Actionable Insight: Brands should leverage social listening tools to monitor mentions and track conversations about the event. Encouraging the use of branded hashtags can help increase discoverability and improve content strategy.
3. Posting trends over time
Our social monitoring revealed significant peaks on specific days, particularly during the most anticipated fashion shows and brand activations. The highest peak saw over 1,200 posts on a single day.
Actionable insight: Identifying the days with the most engagement allows brands to optimize their marketing efforts and post content at peak times for better audience interaction.
4. Top contributors
A small group of highly active users contributed most of the social media interactions, highlighting their influence on the overall conversation. The top 10 contributors alone generated over 1,500 posts.
Actionable Insight: Brands should use social listening and social media monitoring tools to identify key influencers, fashion bloggers, and media outlets that are driving engagement. Partnering with these top contributors can amplify marketing campaigns.
5. Keyword analysis: What were people talking about the most?
Beyond tracking post types and sentiment, analyzing the most frequently used keywords provides deeper insights into market trends, audience sentiment, and the topics that resonated the most. Our keyword analysis revealed recurring terms such as luxury fashion, designer collections, runway highlights, emerging trends, and exclusive events.
Actionable Insight: Marketers can use these insights to refine their SEO strategy, create highly targeted marketing campaigns, and ensure their advertising materials align with what people are actually discussing. Keywords can also help brands adjust their content strategy to better connect with their target audience.
Sentiment analysis: How did people feel about Paris Fashion Week?
We conducted a sentiment analysis using social listening features to gain valuable insights into audience sentiment. Posts were categorized into five groups:
- Neutral: 4,544 posts – factual updates, descriptions, or general observations.
- Positive: 1,297 posts – included favorable mentions, appreciation, and positive experiences.
- Very Positive: 636 posts – enthusiastic responses, praise for collections, and high audience sentiment.
- Negative: 55 posts – minor criticism or dissatisfaction.
- Very Negative: 13 posts – strong disapproval or controversy.
Actionable insight: While the sentiment was largely neutral to positive, brands should track negative sentiment using social media listening tools. By monitoring their brand reputation, brands can respond quickly to issues and improve the event experience for future events.
Sentiment breakdown by brand
We analyzed how major fashion brands were perceived based on social media sentiment.
- Chanel: 622 positive mentions, 998 neutral, and only 3 negative – indicating strong brand admiration.
- Valentino: 298 positive mentions, 745 neutral, and 4 negative – showing high engagement but room for more positive amplification.
- Dior: 173 positive mentions, 578 neutral, and 9 negative – maintaining a stable reputation.
- Louis Vuitton: 27 positive mentions, 33 neutral, and 0 negative – lower engagement but entirely positive.
- Vetements: 3 positive mentions, 1 neutral, and 0 negative – lower overall presence.
Actionable insight: Brands can use this analysis to track audience perception, respond to negative sentiment, and amplify positive brand narratives in future campaigns.
How to do social listening and sentiment analysis for your event?
The short answer is that it can be done with a social listening tool like EmbedSocial.
EmbedSocial has official integrations with the major social media networks, and large brands can use it as it does not use scraping techniques that interfere with these networks’ community standards.
That said, the API integrations bring to big users benefits such as consistency in the data and reliability to set it and forget it – meaning once users set up their hashtags or mentions, the systems will automatically fetch them each time the users publish their posts.
Here is how to do the social listening and sentiment analysis for your event
- Sign up for EmbedSocial
- Set up your Sources > Add Isntagram mentions, X hashtags, Facebook mentions, or hashtags on YouTube
- Let the data start collecting and once the event finishes, go to Reports and download the data in CSV format
Use ChatGPT to analyze the sentiment and structure of the data based on the type of content, hashtags used, top contributors, etc.
Here are a few prompt ideas for social listening analysis you can use when you upload the generated reports from EmbedSocial.
First prompt + upload the csv file from EmbedSocial:
- Create a sentiment analysis of the social media posts I just uploaded and are generated from the social media listening platform EmbedSocial. First, check the dataset and, if needed, structure it properly so you can analyze it.
Once you receive a structured uploaded, you can sedn few more prompts.
- Analyze the general engagement trends from the uploaded dataset of social media posts and generate charts for each trend.
- Perform a sentiment analysis to identify positive, neutral, and negative mentions.
- Generate a keyword cloud and frequency analysis to discover trending topics.
- Identify top contributors and influencers driving the conversation.
- Visualize the hourly posting activity to find the most engaging times.
- Compare content formats (text, image, video) to optimize content strategy.
- Track hashtag performance and its impact on social reach.
Final thoughts
Paris Fashion Week remains a key moment in media monitoring and social data analysis. This social listening report provides deeper insights into how brands and influencers can improve their social media strategy:
- Leverage multiple platforms to share diverse content (videos, images, and text posts).
- Encourage branded hashtags to improve event-specific hashtags and audience engagement.
- Identify peak posting days to optimize social media campaigns and maximize reach.
- Use social listening features to track audience sentiment and gain valuable data.
- Address negative sentiment through proactive social media management.
By implementing these strategies, brands can track emerging trends, refine their social media monitoring tool strategies, and enhance their performance in future events.
Are you tracking your brand’s social interactions? Platforms like EmbedSocial provide powerful social media monitoring tools to help brands monitor mentions, analyze brand health, and collect user-generated content. Start tracking conversations today!
