Photos Continue to Heat Up Social Engagement for Brands
You may have heard us say this once or twice before, but your brand should be in pictures! A couple weeks ago, every one of the most engaging posts from brands on Media Logic’s Retail Social Juice Index (RSJI) was a photo. Well, as they say, “It’s déjà vu all over again!”
Every brand on our list of Big Movers This Week heated up summer social engagement by connecting with their fans through photos. However, even though the premise of the approach for these top brands was similar (post a photo!), each retailer pitched its photo from the angle that made it most interesting to its particular fan base.
Clothing retailer Wet Seal earned a 301-point spike when it posted a someecard message that struck a chord with fans. Who hasn’t emptied an entire closet of clothes trying to get dressed for the evening? The someecard caption read, “Choosing the perfect outfit for one night can destroy an entire room.” Wet Seal’s call to action – “’Like’ if you have the same problem … ” – encouraged fans to ‘fess up … and fess’ up they did: 472 comments, more than 2,800 shares and over 111,000 (yes, that’s a six-digit number) likes.
For the second week in a row, thousands and thousands of Advance Auto Parts’ fans participated in a “caption this” call to action. This time, the photo showed a car with its back end cut off and a message on the driver’s door in black stenciled letters: “DIVORCED SHE GOT ½.” When the auto parts retailer asked fans for their captions, they received 6,741 comments … and most of them contained captions! In addition, the post earned nearly 11K shares and over 25K likes.
Though very different brands, photos from both ThinkGeek and ProFlowers elicited similar fan base responses: Amazing! ThinkGeek dedicated both columns of its Timeline to a highlighted photo spread of “Magnificent Maleficent,” an intricate dragon sculpted from paper mache. And ProFlowers posted an awe-inspiring photo of “Fairy Pools in the Isle of Skye, Scotland” – turquoise water and hills covered with purple heather. Each brand’s fans oooh’d and ahhh’d via thousands of likes, comments and shares.
The fifth spot on our Big Movers This Week also belonged to Wet Seal, whose engagement score dropped when it didn’t post on its wall at all the day after its someecard was so popular. Want to know what your brand could do to engage fans between “hot shots” like these? Give us a call.
