Milan Design Week 2022 with the 60th edition of the Salone del Mobile.Milano and all the Fuorisalone events hold around the city ended on Sunday 12 June, after the pandemic break.
It seems that it was a huge success! The brands exhibiting at Salone del Mobile numbered 2,175, 27% of them foreign, with 600 young designers. More than 260.000 visitors visited the Salone del Mobile fair in six days from 173 countries affirms the organisation.
On the front of the social media, 13.5 million accounts were reached, with more than 50,000 contents being generated by the Salone del Mobile community using the official hashtags (#salonedelmobile2022 and #salonedelmobile60th).
Fuorisalone.it counted a total of over 800 events, 1380 designers and 1061 brands, for a total of 17,841 events saved as favorites within the reserved area of the site. The edition counted an audience of more than 350 thousand unique users and 2.3 million page views. Among the most visited social channels in first place Instagram, which saw an increase of 17 thousand followers and a coverage of 2 million users.
As usual, most renowned Italian design brands didn't miss the chance to use Instagram to show their products, engage customers and post original stories to show the way their creations are made, their design philosophy, behind the scenes images, events and all that goes around their brand.
What are the most popular Italian interior design brands on Instagram in the high-end market?
Source: Fanpage Karma | January – June 2022
Overall, the most popular Italian furniture brand on Instagram with more than 567.000 followers is B&B Italia, a little detached Flos with 563.00 followers, far from the top 2 positions Cassina and Minotti with just over 400.ooo followers.
Source: Fanpage Karma | January – June 2022
The most active design brands on Instagram since the beginning of the year are Minotti (212 posts), Moroso (160) and Valcucine (156)
Source: Fanpage Karma | 6-12 June 2022
During the Milan Design Week those who have given their best by posting more than all the others are Moroso (21), Molteni&C (18) and Flexform (17).
But beyond this test of strength and awareness, who really had the best success on Instagram during Milan Design Week 2022?
Engagement rate is one of the healthiest metrics to monitor because it underline how frequently the audience interacts with the content provided by each design brand, and force them to focus on important data, rather than vanity metrics (like the number of followers).
In the end, the most successful Italian design brands on Instagram during Milan Design Week 2022 are Poliform, Edra and Valcucine.
Source: Fanpage Karma | 6-12 June 2022
Apparently, even on Instagram, as Mies said, “less is more“!!!
See you then at the next edition of the Milan Design Week 2023 from 17 to 23 April 2023!
