The study focuses on analyzing the shared contents on Facebook site of Fashion brands, aiming to identify the content types exchanged between businesses – customers, and measure the influence of media types and content types on the customer's engagement. The results show there are 8 content categories: Product/ services introduction, contests, benefits, updating Fashion trends, style guide, information, customer reviews, others. The study also shows a difference in customer's engagement depending on the content category and content form of the post. Accordingly, the two most attractive content categories are "Benefits – promotion programs" and "Product/ services introduction". Content images and videos are the two forms with the highest level of engagement. Images have the highest level of commitment and popularity while video has the highest level of virality compared to other forms.