In analyzing the performance of major fashion retailers on social media before Christmas, Zara and New Look topped the list for more engaging social media posts in December.
According to an analysis conducted by social media specialists Maybe*, Zara tops the overall list with a total of 290,000 monthly engagements, which equates to approximately 9,400 daily engagements with content. Her most successful post on Instagram, Women’s Capsule, about her collection, earned her nearly 71,000 likes.
New Look ranked second with 105,000 engagements, but had 331 posts compared to Zara’s 57. The most successful posts relied on humor. TikTok influencer Amie Scott and her friends Instagram her reel and her three smart women in lab coats ad-libbing and dancing to East 17 Christmas. The classic “Stay Another Day” inside the New Look store.
However, when calculating overall engagement as a percentage of total followers, New Look had the highest cut-through of 1.55% compared to Zara’s 0.33%. Other retailers with higher engagement rates compared to: Jack Wills (1.17%) and River Island (0.93%).
All of the most successful posts by fashion retailers have appeared on Instagram, except one by River Island, with the words “when you’re late for work in the winter,” along with a humorous tale of a man staring at a frozen car windshield. A post has achieved 9,000 views. Shared 6,500 times.
“Zara’s post was by far the most successful, numerically, due to its consistent approach to delivering engaging content,” explains Maybe* CEO Polly Barnfield OBE. “Other successful posts capture the fun and excitement of the Christmas season or offer something to their followers. . ”
“For example, Jack Wills offers an Instagram post with the chance to win an all-inclusive ski trip worth £5,000, or Dorothy Perkins wins the ‘ultimate party package’ with their outfits and beauty. We’ve secured the cut-through of the most selected products from Illamasqua by giving you the chance to do so.Contests always attract a wide audience”
