Media Impact Value (MIV®) is based on a proprietary machine learning algorithm to measure the value of all marketing activities (including posts, interactions, and articles) across voices, fashion, luxury, and beauty, the algorithm was trained on actual media rates and over five years of FLB specific campaign data. It analyzes more than 100 quantitative and qualitative attributes including audience engagement, industry relevance, source authority, and content quality, to create a highly accurate method of measurement. Thus, MIV® offers a unified way to calculate how brand equity is being created and which strategies create the most ROI.
The measurement covers online media, blogs, Instagram, Facebook, Twitter, TikTok, YouTube, Douyin, Weibo, WeChat, Xiaohongshu, and BiliBili.
Xiaohongshu is better known in English as RedNote despite its official name has been changed to rednote.Â
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Media Impact Value of top fashion luxury brands in China 2021, by social channel
In the third quarter of 2021, leading fashion luxury brands invested roughly *** million U.S. dollars in social media marketing in China. The most popular social channel was Weibo, garnering more than *** million dollars or ** percent of the total Media Impact Value (MIV®). Xiaohongshu (RedNote) and Douyin followed, with million and **** million, respectively.
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Launchmetrics. (October 15, 2021). Media Impact Value of leading fashion luxury brands in China in 3rd quarter 2021, by social channel (in million U.S. dollars) [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 29, 2026, from /statistics/1295314/miv-fashion-luxury-brands-china/
Launchmetrics. "Media Impact Value of leading fashion luxury brands in China in 3rd quarter 2021, by social channel (in million U.S. dollars)." Chart. October 15, 2021. ÌÇÐÄÆƽâ°æ. Accessed July 29, 2026. /statistics/1295314/miv-fashion-luxury-brands-china/
Launchmetrics. (2021). Media Impact Value of leading fashion luxury brands in China in 3rd quarter 2021, by social channel (in million U.S. dollars). ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 29, 2026. /statistics/1295314/miv-fashion-luxury-brands-china/
Launchmetrics. "Media Impact Value of Leading Fashion Luxury Brands in China in 3rd Quarter 2021, by Social Channel (in Million U.S. Dollars)." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 15 Oct 2021, /statistics/1295314/miv-fashion-luxury-brands-china/
Launchmetrics, Media Impact Value of leading fashion luxury brands in China in 3rd quarter 2021, by social channel (in million U.S. dollars) ÌÇÐÄÆƽâ°æ, /statistics/1295314/miv-fashion-luxury-brands-china/ (last visited July 29, 2026)
Media Impact Value of leading fashion luxury brands in China in 3rd quarter 2021, by social channel (in million U.S. dollars) [Graph], Launchmetrics, October 15, 2021. [Online]. Available: /statistics/1295314/miv-fashion-luxury-brands-china/
