When it comes to crafting the perfect Summer content strategy on social media, it’s not enough knowing what you want to say in your retail campaign, you want that competitive edge of also knowing when and how to say it.
That’s where our ListenFirst Content Optimization feature can help. It gives you an overview of the retail industry as a whole, looking at the most effective time to post based on content response, share, comment, or reaction rate. The tool takes the top 1,000 posts based on these metrics, analyzing the best days and times of the week, as well as the single most active point in the week for your audience. Additionally, we can pull out the most frequently used hashtags, emojis, and words, understanding the context and sentiment of your audience’s comments.
For instance focusing on clothing retail, here are some actionable insights from the Content Optimization feature, analyzing engagement around the social media posts from key Retail Industry brands during April 2019:
The Best Time To Post Social Clothing Retail Posts is Monday And Tuesday Evening
Best Time To Post Clothing Retail Content On Social:
By Day By Time
- Monday 1. 9pm – 12am PST
- Tuesday 2. 6am – 9am PST
- Friday 3. 2am – 3am PST
By Day By Time
- Monday 1. 9pm-12am PST
- Tuesday 2. 3am-6am PST
- Friday 3. 6pm-9pm PST
By Day By Time
- Thursday 1. 12am-3am PST
- Friday 2. 9pm-12am PST
- Monday 3. 3am-6am PST
Looking when the audience most engaged with retail clothing content in April, on both Facebook and Instagram the answer was Monday followed by Tuesday; with 9pm-12am PST the best time of day followed by between 6am-9am PST for Facebook and by 3am-6am PST on Instagram.
That pattern changes slightly on Twitter, when Thursday followed by Friday was the best days to post clothing content from retail social media accounts, with 12am-3am PST the best time of day, followed by 9pm-12am PST.
Across all three platforms, posting social media content when people were not at work on a weeknight or overnight was the most successful strategy.
Embrace Timely Emojis, Both Around Holidays And Scenery
Top Emojis By Response Rate:
Earth – 20%
Sunset – 11.6%
Dress – 9%
Raised hands- 7.8%
Sunflower – 7.1%
In April, around Earth Day, the Earth was the emoji that generated the highest response rate on content posted by clothing retail brands, followed by the Sunset emoji that generated a 11.6% response rate; with the Dress emoji receiving a 9% response rate.
This indicates a strategy of leaning into holiday related posts, photos with scenic backgrounds like a beautiful sunset, and just sharing pretty picture showcasing a dress will help clothing content stand out on social media.
Experiment With CTAs, But Focus On Simplicity Of Message
Top Posts by Content Response:
H&M: “Fashionable, affordable & sustainable” dresses – 730K responses
Footlocker: “#FunkoPop Post Malone” – 380.2K responses
Zara: “She is @tylynnnguyen, a designer and creative entrepeneur” – 364.7K responses
Forever 21: “Tag your festival bestie!” – 286.6K responses
Urban Outfitters: “Find your bday twin in the comments!” – 283.3K responses
In April the clothing retail social media posts that generated the most responses were first, all posted on Instagram, but also very straightforward in keeping their text to a minimum, and featuring a picture that very clearly tells the story, such H&M showcasing dresses that are sustainable and affordable and Footlocker sharing a Post Malone Funko Pop! toy.
Forever 21 had success with directly asking for a response with the “tag your festival bestie!” CTA as did Urban Outfitters asking followers to “Find your bday twin in the comments!” but even with those examples the key to generating feedback is sharing content simple enough to understand that you can respond after a couple of seconds.
For retail brand marketers, there’s more than one way to have a hot Summer. By utilizing big data social media analytics, retail brands can learn deeper insights into how to engage their audience, such as the best time of day to post, what type of emojis are trending, and analysis of competitors’ successes to make sure you have a best in class outreach strategy.
Interested in learning more about the capabilities of the Content Optimization Dashboard? We’d love to show you – request a demo here.
Sourcing: Content Optimization tab analyzing the top 1000 posts by Content Response Rate across Facebook, Instagram, Twitter from April 1-30, 2019. Retail Brand Set includes H&M, Zara, Gap, Banana Republic, Old Navy, Athleta, J. C. Penney, Macy’s, American Eagle Outfitters, Walmart, Madewell, Kohl’s, J. Crew, Target Style, TJ Maxx, Marshalls, Amazon Fashion.
Response rate is the total number of responses on a post (reactions + comments + shares) divided by a page’s total # of fans. By looking at a metric such as response rate versus total responses, we are able to normalize engagement by a page’s fans, taking into account a piece of content’s exposure.