Retail: Social-media marketing trends and top content

In the Engagement Meter column, Unmetric, a social-media intelligence firm focused on brands, presents trends in social media and recent top-performing brand posts from around APAC. This edition looks at the retail industry.

Trending Topics

Using Unmetric Discover, we found topics and hashtags brands from the retail industry are using.

Facebook

Retail brands tend to post more content in the evenings, but 9 am to noon is when they get the best engagement.

Top Performing Facebook Content (October 1 through 9):

1. Skechers Singapore
Engagement Score* – 1,000

2. Crocs Philippines
Engagement Score – 1,000

3. Uniqlo Thailand
Engagement Score – 1,000

4. Marks and Spencers Philippines
Engagement Score – 1,000

Twitter

The average retail chain's Twitter account from Asia added 72 followers in the period from October 1 through 9.

Top Performing Twitter Content (October 1 through 9):

1. Nike Run Japan
Engagement Score – 1,000

??·???????????????????????????????????????????????????????????????????? ??? ???????????????#??????????? #??????https://t.co/OmHNsvK9Cd pic.twitter.com/hBsB8QE3Yn

— Nike+ Run Club (@nikerun_jp) 8 October 2017

2. Paragon Footwear India
Engagement Score – 1,000

#ParticipateToWin #MyStyle #HrithikRoshan
Retweet this video & tell us why Paragon Footwear is ur style & win a stylish Paragon Footwear
t&c pic.twitter.com/xgknjMLgT9

— paragonfootwear (@paragonfootwear) 5 October 2017

3. Pretty Secrets India
Engagement Score – 1,000

Follow us on Instagram and Facebook.

How many stores have we opened across India so far?

One lucky winner gets a surprise gift. pic.twitter.com/5nDYOD1p07

— PrettySecrets (@Pretty_Secrets) 5 October 2017

Instagram

Though most brands in the retail industry did not add a filter on Instagram, images with the Reyes filter seemed to get the most engagement.

Top Performing Instagram Content (October 1 through 9):

1. Fila India
Engagement Score – 945

 

#FilaIconic First look ?????? #FilaIndia

A post shared by Fila India Official (@filaindia) on Oct 7, 2017 at 10:13am PDT

2. Basics Life India
Engagement Score – 900

 

Time for the urban outlook. #Autumn2017 #lookbook #fashionvideo #basics #youretheman

A post shared by Basics Life (@basicslife) on Oct 7, 2017 at 9:54pm PDT

3. Only Vimal India
Engagement Score – 826

 

Made from a specific animal, this fabric keeps you warm in the coldest winters. #FFQ #OnlyVimal

A post shared by Only Vimal (@onlyvimal.india) on Oct 6, 2017 at 5:50am PDT

* Unmetric's Engagement score rates each piece of content from 0 to 1000 depending on the amount of user interactions, which allows easy comparison of content regardless of the number of fans or followers a brand has. Read more at: http://www.campaignasia.com/article/brands-post-more-facebook-videos-but-where-is-the-engagement/439311  

Ranjani Raghupathi is a marketing manager at Unmetric. You can follow her on Twitter @ranjanithinks.