More bad news for Twitter as research from digital marketing agency Greenlight reveals that Instagram has proved more popular than Twitter during London Fashion Week.

The study found that there have been 19,907 Instagram posts using #LFW2016 over London Fashion Week 2016, compared with 15,324 Twitter mentions over the same timeframe. The increasing popularity of the photo-sharing platform makes Instagram the social media channel for instant access to news, info and gossip at the event, with users drawn in by captivating imagery being shared by designers, celebs and attendees, Greenlight believes.

It says that further evidence of Twitter’s decline can be seen in the fact that there were only 1,718 twitter mentions using #LFW2016 in the lead up to London Fashion Week 2016, compared with over 6,000 twitter mentions using #LFW2015.

“For the first time, London Fashion Week was more about Insta-style than Twitter-trends, with 4,000 more mentions on Instagram compared to Twitter,” said Greenlight COO and co-founder, Andreas Pouros. “Attracted by funky filters and hip hashtags, the fashion set is increasingly favouring the leading photo-sharing platform to promote colourful and engaging imagery of the hottest designers and clothes lines. As tweets diminish, Twitter has become ‘so last season’ and savvy fashion retailers should direct marketing efforts towards Instagram instead. Heralded as ‘the shop window of the future’, Instagram offers marketers incredible promise to grow and attract their audiences, as well as influence and enable consumer purchases.”