Fashion Companies Meta Ads (Facebook & Instagram) Analysis With Varos

First: Who Varos is and where this data comes from

Varos is the world's most extensive data co-op. 

With insights from over 5,000 companies and $6 billion in ad spend, we offer a free platform to discover how you measure up against competitors, learn from top performers, and stay on top of market trends. The below data is all from our proprietary data set (just a small taste of what’s available in the real-thing).

Context for the analysis

Question we ask ourselves: “what is something that Varos is uniquely set up to do really well?”

Answer: “since we have such a birds-eye view of the whole market, we can see what’s actually working and what’s not”

Going with that logic, we went ahead in Varos and grouped High Performers and Low Performers into 2 different cohorts, based on the top and bottom third of ROAS. 

We decided to do this analysis on Fashion companies with AOVs less than $200 and that are spending more than $50k/mo on Meta Ads. The data is based on October 2023 - January 2024. In practice, Varos users should narrow the universe to a lot more specific categories (i.e., Women’s Footwear), which you can do in the app.

(This analysis is something you can do in 3 minutes in the Varos App yourself).

How do the best Fashion companies distribute their spend on Meta?

Meta Ads By Creative Type

We see the big differences between the High Performers and the Low Performers is that the High Performers put a significant amount of their spend into DPA (20%) and Carousel (13%) where the Low Performers don’t. 

Of course, High Performers also run lots of Video (32%) and Image (34%), but they’re more diversified in their creative mix as opposed to the Low Performers that basically only run videos and images. 

Takeaway: 

Try more DPAs and Carousels if you’re a Fashion brand that’s spending more than 5 figures per month and have an AOV of less than $200.

Meta Ads by Targeting Type

Quite similar here between High & Low performers, vast majority (82%) goes to Prospecting, a bit to Lookalikes (5%) and decent amount to Retargeting (13%). Retargeting is the only place where there’s a big difference, as the Low Performers only spend 5% (vs. 13%).

Takeaway:

Most spend to Prospecting, but have 10-15% spend in Retargeting as well and 5% to Lookalikes

Meta Ads by Age & Gender

Here we see relatively similar splits by the Age & Gender, the differences are that the High Performers in general have more spend towards younger audiences (25-34 Males & Females). That being said, both are quite diversified. You need to go a layer deeper here on the sub-categories, for example, Women’s Luxury Apparel will show higher concentrations.

Takeaway:

Go into Varos’ app and dive deeper into your exact categories to see the more concentrated splits, once you do, run creatives that resonate with the audience that’s working with the high performers