An analysis of the performance of major fashion retailers on social media in the run-up to Christmas showed that Zara and New Look topped the list for most engaging social media posts in December.

The analysis, conducted by social media specialists Maybe*, reveals that Zara topped the list with a total of 290,000 engagements during the month, which equates to around 9,400 engagements with its content every day. Her most successful post was on Instagram about her capsule collection for women, which got nearly 71,000 likes.

New Look was ranked second with 105,000 engagements, albeit from 331 posts compared to Zara’s 57. classic ‘Stay Another Day’ in a New Look store.

However, when overall engagements were calculated as a proportion of total subscribers, New Look got the biggest reduction – 1.55% – compared to 0.33% for Zara. Other retailers with a high engagement rate relative to their followers include Abercrombie and Fitch (1.17%) and River Island (0.93%).

All of the fashion retailer’s most successful posts have appeared on Instagram except for one from River Island, whose humorous post of a man looking through a frozen car windshield with the words “when you’re late for work in winter” reached 9,000 views and was shared 6,500 times.

“Although Zara’s message was digitally the most successful, this was due to their consistent approach to delivering engaging content,” says Polly Barnfield OBE, CEO of Maybe*. “Other successful posts capture the sense of fun and excitement of the Christmas season or to give subscribers something. In short, it’s about the brand being human and less about ‘selling’ it. “openly.”

“Jack Wills, for example, got most of the cuts with an Instagram post offering the chance to win an all-inclusive ski trip worth £5,000 or Dorothy Perkins offering the chance to win an ‘ultimate party package’ with outfits from them and beauty products of your choice from Illamasqua. Competitions always engage a large audience

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