Most Talked About Fashion Retail Brands on Social
How Zara Congenital an Engaging Brand on Social Media
Kavya Ravi
March ix, 2018 • 7 min read
Updated on February xiii, 2019
Zara seems to be everyone'due south answer to the perennial what-to-wear question. The Spanish visitor is a leader in fast fashion. Zara'due south success and popularity stalk majorly from its ability to requite customers what they want when they desire it. Their flexible supply concatenation and technology-driven approach have translated into great business results.
In the fast fashion industry, constant alter is expected; new products should be available on a regular ground. Fast way requires even faster marketing. Just, at that place are no big budget television commercials, internet ads or billboards for Zara. Despite the cut-throat contest, Zara refrains from traditional advertising. And then, how does Zara reign in such a scenario?
To find out, we took a wait at their social media activity for a period from January 01, 2017 to December 31, 2017.
Most this written report
This Zara social media report was put together using Unmetric Analyze. It listens to over 100,000 brands to aid our clients create more engaging content, go more certainty effectually their social strategy and automate their reporting.
Overall Social Media Presence
Zara has social media profiles on Facebook, Twitter, Instagram, YouTube, Pinterest, and LinkedIn (equally Inditex, the make'south parent company). Because of the importance of pictures and videos in fashion, Instagram and Facebook are their primary social media platforms. Beyond the unlike social networks, Zara posts product-focused content which gives the audience a peek into their latest offerings. Their fanbase consists of mostly immature females, according to Facebook demographic data.
In 2017, Zara added more than than i 1000000 followers, making it one of the virtually successful way retail brands on Facebook with 26.4 million followers. The brand posted 497 times, with more than lxx% of it being photos, and videos accounted for just over 20% of the content.
Zara's Facebook folio mostly showcases their latest collections. Their visual content involves lookbook-style photos. Non surprisingly, their wearing apparel do the talking for them and drive the nearly date in terms of likes and shares.
The brand promoted 236 posts, out of which 143 were photos. Interestingly, the organic posts involving photo content managed to achieve a higher overall engagement than the promoted posts. This could exist the reason why the make chose to promote 87 videos from a total of 126 they uploaded. These videos managed to gain high engagement with over half-dozen million views.
Zara participated in 255 user conversations, mainly receiving a positive (81%) response from their audience. We took a wait at the comments on their most engaging postal service. From the give-and-take deject beneath, it's clear that customers appreciated the retailer and there's considerable brand excitement.
Zara has 1.3 million followers on Twitter with 79,026 followers beingness added last twelvemonth. The brand page registered a 6.5% increase in fans. Their Twitter strategy centers around conversing with their customers and proactively responding to their queries and concerns. On average, Zara tweets 52 times per day; 98% of their tweets are replies.
Zara responded to 10,937 tweets confronting a total of 113,889 mentions, keeping their response charge per unit at ix.half dozen%. On average, Zara replies in 14-15 hours, most oftentimes between four am and 1 pm. This is also the fourth dimension when brand mentions superlative. Customer tweets are mainly regarding delayed deliveries, product damages or misplacements and bad in-shop customer service. The brand opts to handle queries through requests to straight message, apologies or otherwise directs them to the make's separate client service handle @ZARA_Care.
In regards to content, production launches and new arrivals are the pinnacle performing.
Black or red? Your selection! https://t.co/mgpV402AiI pic.twitter.com/95fuQH5Gy6
— ZARA (@ZARA) Oct 27, 2017
COMING Presently | Adult female Autumn Wintertime 2017 campaign #aw17 #zarawoman #comingsoon pic.twitter.com/H2Rpc6R05C
— ZARA (@ZARA) July twenty, 2017
Zara too managed to stay relevant by joining the conversation near social causes. These posts drew the highest retweets for the brand.
#loveandpride motion picture.twitter.com/92cGYUo7hZ
— ZARA (@ZARA) June xxx, 2017
In support of #earthHour the lights in our store window volition remain off on March 25 from viii.30 to ix.30pm pic.twitter.com/Cre0jlZgU1
— ZARA (@ZARA) March 24, 2017
Being in the forefront of fashion brands, Zara gets regularly featured in way magazines, journals and websites. The brand had 241 @-mentions from Elle España, 15 @-mentions from British Faddy and 6 @-mentions from InStyle and WWD.
[LO VES, LO QUIERES] @OliviaPalermo ha dado con los vaqueros de la temporada y por supuesto, están en @ZARA. https://t.co/9wBYzApvYZ moving picture.twitter.com/VLGkvYXTUj
— Vogue España (@VogueSpain) April 29, 2017
Zara is also @-mentioned by a number of high profile influencers. We find that Zara has appeared in @-mentions from 13 influencers who have more than than ane million followers. This also includes high-profile celebrities like Danielle Peazer, Davina McCall, Nigella Lawson, Vicky Pattison, Amanda Holden who have a following of more than ii one thousand thousand. It'due south interesting to note that Zara gets oft mentioned non just in influencer endorsements, but as well in their Twitter conversations with fans.
From @ZARA
— Nigella Lawson (@Nigella_Lawson) December 11, 2017
Instagram reigns supreme for Zara, as it provides the perfect platform for their visual brand paradigm. Zara has 24.iii meg followers on Instagram of which viii.5 million followers were added in the last year. With a pregnant 56% growth in followers, Zara registered the highest growth amongst its competitors.
They published 469 posts on Instagram, out of which 340 were photos and 149 were videos.
Zara ran a number of integrated campaigns which drew a lot of date for the make. For example, Zara released a sustainable vesture collection under the label #joinlife. They posted 16 times referring to the hashtag and received more 1 1000000 likes on the posts.
Zara took an interesting approach with their influencer marketing on Instagram. They launched a 'Timeless' entrada featuring models over the historic period of 40. It featured fashion industry veterans Malgosia Bela, Yasmin Warsame and Kristina de Coninck. The video entrada involved these women discussing the effect of crumbling on their personal way. This endeavour likewise earned social media praise for the retailer.
To know more than well-nigh what to postal service on Instagram and win engagement, check out our latest infographic.
YouTube
Zara added more than 10,000 subscribers in the given fourth dimension period. They uploaded 17 videos, mostly centering around the retail seasons. These short i infinitesimal videos are catalogues introducing their new merchandize.
The PR Crunch
From the "Love Your Curves" campaign to Pepe the Frog controversy, the brands has had its fair share of negative publicity. Concluding year, the make came under intense public scrutiny when shoppers found notes from unpaid labourers sewn inside the clothes. Interestingly, the brand is unwilling to use their social media platforms to address these issues. Despite the reactions from their disgruntled customers, Zara maintained its silence.
Takeaway from Zara'southward Social Media Success
Content consistency
Zara's social media strategy is highly dependent on visual elements. They have a photograph-oriented synchronized layout across its social platforms. This kind of visual content consistency is vital to brand call back. Maintaining a uniformity helps consumers know what content to expect from you. This organically curates a brand identity that resonates with your audience.
Posting consistency
Similar to content, frequency of posting is vital to building brand consistency. Even though there is no one-size-fits-all approach to the number of posts, regularity is key. Zara manages to remain consistent in its frequency of posting on both Instagram and Facebook past posting at least once every day. To know all near the best fourth dimension to post and perfect your social strategy, check out our detailed study here.
Customer human relationship
Customer enquiry has been the holy grail to Zara'southward success. They translated the same strategy to their social media as well. Zara consistently uses social media to talk to their customers and this in plow have managed to retain brand loyalty.
Organic Growth
A major aspect of Zara'due south social media success can be attributed to endorsement from their consumers which include fashion-focused influencers and bloggers. In that location are endless Instagram accounts solely dedicated to clothes from the retailer. Every season, at that place's a Zara item trending on social media and their brand-related hashtags account for millions of results.
From Zara'due south brand story, it'south evident that to grow and remain viable in today's business landscape, every brand needs a good social media marketing strategy. If yous are looking for insights on how to better your social media functioning, have a get at Unmetric Analyze.
Create your ain report like this
This report was put together using Unmetric Clarify. Information technology listens to what over 100,000 brands are saying on social media and understands how the audience is reacting to that. Clients apply Unmetric to aid them create amend content, get more than certainty effectually their social media strategy and automate all their reporting. Pricing starts at $1,000 per month.
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