Victoria’s Secret might have the most followers of any retailer on Instagram – but on an individual basis, those followers are not particularly engaged. Several retailers actually generate more likes and comments per follower than the lingerie giant, according to L2’s Digital IQ Index: Specialty Retail. Here are the five retailers with the highest relative engagement:
Despite its relatively low fan count, the clothing retailer commands a highly engaged community. Those loyal followers often get rewards – for example, before launching its new mobile app in June, Lilly Pulitzer gave Instagram followers a sneak peek by making its account briefly private.
While that strategy sounds counterintuitive, it seems to be driving engagement: Lilly Pulitzer’s top post generated almost four times more likes and comments than the average brand post in the L2 study.
As part of its AeroNow rebranding in 2014, Aeropostale focused on social media, including Facebook and Twitter. On Instagram, the brand delivers consistently high-quality photos, alternating between product shots and seasonal content like holiday cookies and fall foliage. A prominent Like2Buy link (“Tap the link to shop our best Insta looks”) links that content with commerce, encouraging browsers to become shoppers.
Victoria’s Secret Pink
Unlike its parent brand account, @vspink doesn’t show much skin. Its photos are more sporty than sexy, showcasing the athletic wear and PG-printed underwear that the brand markets to its younger customers. In addition to Like2Buy, the brand account links to Snapchat, once again reflecting the demands of its demographic.
Contests are a fixture of Lush’s engagement strategy, encouraging interactions while simultaneously growing the brand’s following. A Halloween contest asked users to share their #Lushoween transformations, from creative costumes to chilling decorations. Similarly, a recent bath art contest asked users of Lush’s new bath bombs to share photos of their tie dye-esque suds.
Bath and Body Works
While competitor Bath and Body Works has more of a traditional product focus, the brand also uses contests to drive engagement. For example, the Sweetheart contest asked participants to share photos of the brand’s Sweetheart collection for a chance to win prizes. The brand has gone the extra mile by commenting on every post with brand hashtags, encouraging further participation.
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