Heading into the holiday rush, these retailers are tops in social engagment
A department store and a beauty specialty retailer have the best momentum in social media going into the holiday season. Meanwhile, an online giant is losing steam.
That’s according to an annual analysis by audience intelligence provider Shareable, which reviewed the social media performance of big-box and department store retailers in the lead up to Black Friday (Nov. 1 through Nov. 24 ). For the second consecutive year, Nordstrom came in first in social engagement, with 2.3 millions actions (metric include all post-level likes, shares, retweets, reblogs, dislikes and comments on Facebook, Twitter. Instagram, Tumblr and YouTube), up 119% over the year-ago period.
The actions were generated by a total of 120 posts, tweets and media postings. Many of Nordstrom’s posts contained a close-up photo of a product and a short description, often fewer than five words.
Nordstrom achieved its results with 5.6 million fans and followers. The retailer downplayed the mention of Black Friday in its postings as did other retailers, Overall, posts featuring Black Friday deals decreased year over year by 32% on Facebook and 27% on Twitter.
Sephora scored second overall in social engagement, with 1.9 million actions, generated by 146 postings.
Rounding out the top 10: Kohl’s, Macy’s, Bergdorf Goodman, Ulta Beauty, Barneys, Home Goods, Cabela’s and Neiman Marcus.
As for Amazon, its engagement dropped 65% comparing November 2015 with the same period last year, falling out of the top 10 from the number two spot in 2014. Target, iTunes and Saks Fifth Avenue also moved out of the top 10 this Black Friday season.
In other notable findings:
Guitar Center is the top brand ranked by actions on social video (123 thousand actions), followed by Barnes & Noble (92 thousand actions), and Walmart (57 thousand actions)
Of the top 10 retailers, Ulta saw the highest social growth at 128% in November, driven by a 160% growth in likes and comments on Instagram.
Among the top 10, Cabela's scored the top post (90.8 thousand actions) related to the Thanksgiving holiday announcing its stores would be closed on Thanksgiving Day
To see the complete top 10 rankings, click here.