Vinted and Depop now reach up to 5.5 million UK users on Instagram, an increase of 72% since the start of the year

HypeAuditor, the AI social media analytics platform for brands who want fair and transparent influencer marketing, released its latest findings around the exponential growth of second-hand shopping on Instagram.

In just one-year, social media posts mentioning second-hand shopping and online marketplaces such as Vinted and Depop have increased from just 19 posts to over 10,000 posts, with nano-influencers publishing the most in relation to this.

As a result, since the start of 2023, the reach of social media posts mentioning these marketplaces on Instagram in the UK has been exponential, increasing from 1.5 million to 5.5 million, which equates to a 72% increase in just 10 months. HypeAuditor’s analysis also highlights that these posts perform well among the targeted audience with a high engagement rate of 84%.

The findings also reveal the top 10 Instagram hashtags mentioning “second-hand fashion” and the names of the most popular marketplaces, in the past year (from 1st October 2022 to 29 September 2023) include:

Alexander Frolov, CEO and co-founder at HypeAuditor, commented: “To meet rising demand and the ongoing surge of second-hand clothing, brands are adopting second-hand and resale strategies at an accelerated rate.” He added: “Many of these strategies revolve around influencer collaboration through sponsorships and sponsored posts. By partnering with influencers and celebrities, top marketplaces can encourage growth, fulfil demand, and make a conscious effort towards sustainability.”

The increase in popularity of second-hand marketplace in the UK echoes other recent research from Similarweb which highlights that Vinted’s web traffic has increased by 135% year-on-year