5 Drivers to Retail Social Media Success
2. Be authentic on Instagram. Nordstrom received the highest Instagram engagement numbers for the entire retail industry, with over 60 percent of its social moments coming from the platform. Nordstrom's top posts on Instagram promoted contests and sales, yet a personal approach appeals to its target audience's lifestyle. Instagram grew 136 percent for the retail category in 2014, with engagement outpacing available content. This indicates that consumers are more willing than ever to engage with great visual content.
3. Sales, clearances and sweepstakes pay off on social media. Macy's captured more than 1.7 million actions on Facebook since November, helping it to win the most social retail brand of the holiday season. The retailer's sales and clearance promotions — its most popular posts — are a key component to its Facebook strategy. Similarly, Amazon's top posts across Facebook, Twitter and Instagram are related to sweepstakes featuring various products on its site. Its calls to action on Twitter to participate in the sweepstakes have been a key engagement driver. Along with contests, Amazon focuses heavily on driving referral traffic from social media to product pages on its website. In the lead up to Black Friday, Amazon drove three times as many clicksthroughs as social actions on Facebook.
