According to a recent analysis by social media specialists Maybe*, Primark delivered the most engaging social media content among major fashion retailers in the lead up to Mother’s Day this year. The analysis found that Primark’s influencer-driven posts promoting items from the brand and its Instagram reel showcasing gift ideas received 614,000 views, contributing to the retailer’s over 63,000 post engagements.
Next was also active on Instagram, sharing outfit and gift ideas with all of their posts receiving more than 100 likes and over 4000 engagements in total. The brand’s reels on last-minute Mother’s Day gifts and a try-on video were viewed 137,000 and 123,000 times respectively. Meanwhile, John Lewis’s Mother’s Day content included gift idea reels, which generated an average of 392 engagements per day on each of their posts.
Polly Barnfield OBE, CEO of Maybe*, explained that “the retailers with the most engaging content ahead of Mother’s Day were those that recognized the power of video, on whichever platform.” However, some brands failed to recognize the opportunity that occasion-based gifting represents as a way of engaging with an audience on social media, she added.
Debenhams posted a reel celebrating #momentswithmum for Mother’s Day, whilst Hobbs and Very also shared content about the occasion. Zara scored highly on engagement levels, but did not post anything about Mother’s Day specifically. However, some brands’ engagement levels remained low, with Hobbs receiving only 128 engagements per post and Very not using any hashtags to help promote their content.
