Inside luxury fashion, marketing teams all seem to be having the same anxiety: the pressure to go viral—or to use the current term of art, win the moment—has only intensified. But budgets are tighter than ever, fans are fave-ing and sharing appreciably less, and engagement rates are depressing. For luxury brands, the share of likes and comments relative to an account’s followers used to be between 1 and 3 percent, according to Dash Social. But that benchmark has weakened alarmingly. Quid, the social listening platform, found that Instagram engagement declined 17 percent year over year across the platform, suggesting that audiences are fatigued or, perhaps, just passively scrolling. At the same time, algorithms increasingly reward paid rather than organic posts.