Reaching consumers digitally is paramount to the success of today’s omnichannel retailers. While most retailers strive to have a social media presence, only a few are wildly successful at engaging with potential customers.
To see which retailers are leading the social pack, the "Conviva Social Leaderboard Report" looked at which retail business thrived in the past six months on social media, from February 1, 2021 through July 31, 2021, as compared to February 1, 2020 through July 31, 2020.
This report looked at brands from the National Retail Foundation’s 2021 Top 100 retailers, and social media analysis and rankings are based on data from 100 accounts, over 180k posts, 892.2 million video views, and over 83 million engagements across Facebook, Instagram, Twitter, and YouTube.
- Facebook – Likes/Reactions, Comments
- Instagram – Likes, Comments (on Photos, Videos, Carousel, IGTV Videos)
- YouTube – Likes, Comments, Shares
- Twitter – Likes, Retweets, Replies
It found that, as retail brands posted more frequently, cross-platform audience grew dramatically, up 74%, along with 17% more engagements and 104% more video views.
The top retailers crushing social engagement, which includes things such as likes, comments and replies (see sidebar), showcase an interesting dynamic.
“Apple’s social strategy netted them the top spot with over 21 million engagements in the past six months,” reads the report. “This was up 37% from the same time last year. Sephora came in second at nearly 15 million total engagements, down 45% year over year. The list saw traditional brick-and-mortar retailers such as Foot Locker, Williams, Sonoma, GameStop, and American Eagle make tremendous comebacks with all of them netting three- to four-digit percentage increases compared to their pandemic totals.”