After we received great feedback on our last blogpost on NYT and their Instagram strategy , we wanted to enhance our understanding of more companies and their strategies in the social media landscape.
The following analysis is digging deeper into the social media strategies of big retailers such as Target, Nordstrom, Macy’s, IKEA and Kohl’s. We looked into the content they are posting, the specific posting times and how they try to reach their target customers exactly. The findings are interesting for every marketer, as engagement rates prove an effective utilisation of social media. Fourteen retailers were analyzed and the top three, ranked by the highest engagement rate, are discussed here.
In a nutshell, we can say that all of these retailers are interacting in trending topics such as #Oscars or #GoldenGlobes to amplify their reach utilizing the buzz of specific events as part of their social media strategies. As seen in the dashboard we used for this analysis, the peaks at certain dates show that this is working well. As well as that, common hashtags such as #ootd are used frequently, trying to reach people who are not (yet) part of the follower-base. As seen on Kohl’s Instagram channel it is possible to use hashtags not just for trying to amplify reach, but also for bundling posts in one overview, creating a catalogue for clients.
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