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Osteopath because my hogwarts letter never came shirt

Instagram likes are now a serious metric for investors in luxury brands including Burberry, Kering-owned Gucci and Saint Laurent and LVMH labels including Dior and Louis Vuitton. Posts on the millennial-friendly platform are likely to lead to sales, according to a UBS report on European luxury published Friday. "Given the rising importance of social media for luxury brands especially in the context of millennials growth we believe Instagram data can no longer be ignored as a data point for luxury investors, to help them pick the winning brands," the report's authors said.

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The number of Instagram followers a luxury brand has is likely to correlate to sales. "We note a clear linear relation between the number of followers on a given social channel and the brand sales at retail," UBS notes. Even if fans can't afford to buy a designer item immediately, their interest will likely mean they purchase "sooner or later."

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Gucci, for example, spent around a third of its advertising and promotions budget on digital marketing in 2016, and UBS estimates this will grow to around 55 percent in 2018. This might include advertising on Instagram, as well as fees paid to celebrity endorsers to share sponsored posts. UBS also analyzed Gucci's quarterly average likes per Instagram post between the start of 2016 and the second quarter of 2018 and found a 76 percent correlation between the increase in likes and sales growth.