Retail companies do not let their guard down and remain unstoppable in their firm commitment to this channel. As Daniel Dévai, CEO of Epsilon Technologies, points out, “In the retail sector we are experiencing a paradigm shift: retailers have gone further and are already using social networks as business generation centers, both at the level of income from sponsorship and direct sales. Companies like cousin either Druni They are currently carrying out direct sales actions on Instagram that are being very successful and that are a great opportunity for the sector”.
As an example of the great commitment of retailers to social networks, according to the latest Retail Epsilon Icarus Analytics Dashboard corresponding to the third quarter of 2020, the sector as a whole generated more than 35.5 million interactions compared to just over 11 million from the Mass Market or almost 4 million from the Automotive sector, which demonstrates the enormous strength of this network industry. And Daniel Dévai clarifies: “Despite having reduced the generation of posts by -20%, the retail sector continues to grow in virality, with almost +4% in interactions in own profiles compared to the same period of the previous year, which implies a notable increase in the quality of its content.
Regarding the 10 brands with the greatest visibility and impact on social networks in Spain in the third quarter of 2020, they have been Chollómetro, Westwing, , , RABAT, Primor, Leroy Merlin, Futbol Emotion, NYX and . This quarter highlights the strong growth experienced by RABAT in the ranking, thanks to its content strategy.
During this period, as a result of the COVID crisis and the great role that social networks have played in times of confinement, brands have focused on the growth of communities through tactical contents such as the realization of raffles both in own profiles and in external channels in collaboration with , a territory that generates 37% of the interactions in the sector. Chollometro (Top 1), Pc Components (Top 3) and Primor (Top 5), are the brands that work best with this tactic.
Another tactical content acquires great relevance is the User Generated Content (UGC). brands like westwing (Top2), Leroy Merlin (Top 7) and Nyx (Top 9) share user-generated content to prescribe their products and generate greater empathy and involvement.
Instagram, leading platform in interactions
Instagram stands out as the social network that generates the most interactions in its own profiles and in external channels (87% of interactions), although without a doubt Facebook continues to be a reference network for leading retailers such as Mercadona, Carrefour and LIDL. The net what grows the most is Twitter, with +89% compared to the same period of the previous year.
What happened during the previous quarter
The 10 retail brands with the highest visibility and impact on social networks in Spain in the second quarter of 2020 were Chollometro, Westwing, Mercadona, PC Components, Primor, Druni, NYX Cosmetics, LIDL and Carrefour.
Regarding the ranking of the supermarket sector, led it Mercadona thanks to the interactions generated by a community of followers that viralizes the products it launches at the point of sale.
Lidl Y Carrefour They completed the Top-3 of supermarket chains with the greatest relevance in social networks in Spain in the second quarter of 2020.
Stay informed of the most relevant news on our news channel
Facebook Comments
Disqus