Dive Brief:
- Nordstrom and Sephora led Shareablee’s latest Social Scorecard, a measure of consumer engagement on Facebook, Twitter, and Instagram, from Nov. 1-18.
- Nordstrom spurred 1.6 million actions on the social networks, or an average of 18,690 per post, while Sephora garnered 1.2 million actions, averaging 18,168 per post.
- Department stores Kohl’s, Macy’s, and Bergdorf Goodman came in second, third and fourth, spurring only only about a third of the actions of the leader.
Dive Insight:
Nordstrom and Sephora were far and away the top social media successes as consumers head into the holidays, according to social-media marketing company Shareablee. Posting attractive product shots, both chains attracted more than three times the actions—likes, shares, retweets and comments—of the No. 3 brand in the Top 10, Kohl’s.
Other retailers making the Top 10 were Macy’s, Bergdorf Goodman, Whole Foods Market, Ulta Beauty, HomeGoods, Barneys New York, and Cabela’s. Oddly, Victoria’s Secret, which Shareablee recently rated the leading retail brand in terms of social media engagement, did not make the Top 10.
The lesson for other retailers wanting to tap social media buzz ahead of the holidays is likely “Keep it simple.” Recent successful posts from Nordstrom and Sephora tend to be straightforward pictures of a particular outfit or beauty line, with no models and only minimal staging.
