This year, Pinterest and Instagram join Facebook, YouTube and Twitter as “must be there” platforms for Specialty Retailers: both platforms register 90 percent penetration across brands.
This finding comes from L2’s recently released report, Specialty Retail 2013, which covers 71 retail brands that focus on a single industry vertical (such as Apparel, Beauty, Watches & Jewelry) and rates their digital performance in Site, Mobile, Digital Marketing, and Social Media.
While Pinterst and Instagram take off, Tumblr and Google+ adoption has been relatively static year over year and much of the content on both platforms is rarely updated or syndicated from other channels.
The number one brand excelling on Intstagram? Victoria’s Secret with over 2 million followers. But it’s not all supermodels in bikinis—the brand builds community using multiple tactics: supporting promotions such as their Semi-Annual Sales, posting behind-the-scenes snapshots of products in development, and encouraging fans to share their recent Victoria’s Secret purchases using the hashtag #VSHaul.
On Pinterest, Lululemon leads with 1.9 million followers. Their image inventory covers every topic of interest to their customer, from motivational quotes to yoga poses and healthy eats inspiration.