5 Tactics Retailers Used to Amp Up Social Engagement This Week
“A picture is worth 1,000 words,” but how many comments, likes and shares does it get you? If your brand is sharing photos in the most engaging ways, then that value is high. However, just like with traditional marketing, social stream photo sharing does not call upon a single, one-size-fits-all approach. This week, the top ranking brands on Media Logic’s Retail Social Juice Index (RSJI) used a variety of photo-sharing strategies to engage with fans.
Tactic: Product Promotion
When it comes to promoting new products, some brands do it in a really stylish and eye-catching way. With the amount of activity on consumers’ Facebook newsfeeds, it’s difficult — but important — to get those fans to pause for a moment to check out those products. Breitling earned the top spot on the RSJI’s Big Movers This Week by doing just that. But Breitiling wasn’t the only brand to score big through tasteful product showcasing. Retailers White House | Black Market and Blue Nile also succeeded utilizing the tactic this week!
Tactic: Cross- Platform Promotion
Since photos earn two times the user-engagement of image-less content, according to Facebook data, it’s not surprising that other picture-heavy platforms have emerged and grown quickly. Though the RSJI doesn’t take all of these platforms into account, many brands leverage the shareable content via their Facebook and Twitter streams. For example, Big Mover This Week BuildDotCom shared a popular photo circulating on Pinterest to earn thousands of likes, comments and shares on Facebook. Other brands who combine social networks? Tacori and Walgreens! Both shared Instagram shots from their brand accounts on Facebook and Twitter.
Tactic: Capitalize on the Seasons
It’s a simple strategy and a strategy that’s been done a lot, but it’s one that works for brands in nearly every industry! Seasonal change affects almost everyone, so talking it up is an easy conversation starter. With the beginning of October, a month synonymous with Halloween, apple picking and changing leaves, a number of brands took to their social streams to celebrate the new month. Walgreen’s earned a top spot on the Index when it shared a photo from the movie “Hocus, Pocus” in honor of October, and RSJI regulars ProFlowers and ThinkGeek relied on similar strategies to garner thousands of likes and shares!
Tactic: Highlight Giveaways
Facebook has pretty clear restrictions when it comes to running promotional giveaways, but that didn’t stop a few brands from earning high engagement while promoting these promotions! Green Mountain Coffee was a Big Mover This Week when it used the social stream to highlight a coffee giveaway on a special Facebook tab. Thousands of hopeful coffee fans liked, shared and commented on the status. CHEFS Catalog and Hot Topic successfully used the same tactic to move up the Index.
Tactic: Be Supportive
Supporting a cause, be it through donations, raising awareness or holding events, is a norm for most retailers, including those on the RSJI. A number of brands came out on top of the Index while advocating for their respective charities — win/ win situations. While the brands just barely missed the Big Movers This Week, all earned thousands of interactions with fans in their support. Shari’s Berries and Movado brought attention to Breast Cancer Awareness Month, while J&P Cycles promoted Toys for Tots.
Interested in additional photo strategies for increasing engagement? Check ‘em out here!
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