Dr Martens has the best Instagram account in the UK, according to a recent feature in Retail Gazette.
The study, carried out by Red Hot Penny looked at over 110 retailers with more than 10 physical locations in the UK. They analysed the number of followers and engagement (likes and comments) to rank stores. M & S are listed at 24 and Next at 31.
Dr Martens create many ‘street style’ shots and share high quality images from fans of their shoes and boots. With 1.8m followers and an average of 30,200 likes or comments per post, their audience clearly like Dr Martens’ feed. #WDYT highlighted in a recent blog how younger shoppers engaged with brands such as Bershka who encouraged user generated content.
Topman rank closely behind at number seven. Like Dr Martens, they also encourage followers to tag them in posts. Inspiring images of influencers wearing their look appeal to Topman’s young audience.
What can we learn from these large and successful brands?
- Know your audience. What social media platforms do they use? What brands do they already follow?
- Encourage user generated content. Ask followers to tag you in their posts so you can reshare.
- Post regularly: consistency is key. All the top brands post their quality images daily.
Finally, Red Hot Penny’s head of marketing says:
“… the brands using Instagram effectively are those being interesting and aspirational encouraging and rewarding user engagement, lots of shoppable content and having meaningful promotions.”