EUROPE: Instagram users interested in fashion are not only more active on the platform than other users, they are also highly likely to make a purchase as result of something they have seen there.

According to new data from the picture sharing site, European 'fashion' users post three times as often as the average user and boast 230% more followers – figures which make this group its most engaged segment of users.

And having posted, they're constantly looking to see the reaction, checking their newsfeeds up to 15 times a day. They typically generate six times the number of impressions as an average user, The Draper reported.

"They're also ready to turn their passion for fashion into purchase," noted Amy Cole, EMEA head of brand development at Instagram, "with one in three Instagrammers buying an item they've discovered on the platform.

"There is a huge opportunity for fashion brands and retailers to tell great brand stories and deliver real business results through Instagram," she said, adding that "by combining a retailer's understanding of their customers with our tools and understanding of people, we can make fashion personal again, but at scale".

Eva Chen, head of fashion partnerships at Instagram, highlighted the need for brands using Instagram to focus on engagement rather than users: "It's not the amount of followers you have, but the passion and engagement that people feel for a brand that matters most".

Other "essential" advice included telling an authentic brand story, connecting with the Instagram fashion community, making greater use of video and creating a strong and consistent visual identity.

UK 'fashion' users followed more accounts (407) and claimed more followers (240) and feed impressions (2,229) than those anywhere else in Europe, although they registered the lowest average number of likes (68) in Instagram's research.

Data sourced from The Draper, Marketing Week; additional content by Warc staff