Disney and Dolce & Gabbana topped the charts for brand engagement from social media content during recent back-to-school campaigns despite publishing only a few relevant posts on several platforms, a new study by marketing analytics company Origami Logic shows.
The review looked at social media posts from big brands between June and August and found that those with “highly engaged audiences” were best placed to benefit from a streamlined and relevant campaign. It appears that quality over quantity is preferable for popular brands such as Dolce & Gabbana, which promoted its Bambino line of children’s clothes over the summer.
Disney received 175,403 engagements following six back-to-school related posts, while Dolce & Gabbana garnered 147,397 clicks, follows and other actions for four of its own articles. Both were way ahead of Office Depot, which made 117 posts during the period and received 65,012 engagements, and Belk (49 and 60,638).
“These two brand giants topped the social engagement charts with ease, thanks primarily to their loyal Instagram followings with just a few timely and compelling posts,” Origamic Logic/s marketing director, Perry Mizota, said.
He added: “Another thing to keep in mind is that brands should target timely campaigns like these based on where their audience ‘lives’ in the social world. In the case of back-to-school 2016, Instagram and Facebook clearly dominated the social charts, but that may change in 2017.”
Mizota believes that big brands can now drive engagement with “relatively little effort” if they focus on meaningful and relevant content. Instagram took the crown as the best platform for engagement with a ratio of 401,228 engagements to 125 posts. This was better than Facebook (361,409/251), Twitter (26,829/295) and YouTube (6,215/79).
Origami also looked at some of the popular keywords that were used by brands, and these included simple phrases such as “back to school” and “backtoschool” as well as more inventive ones such as “gearupforschool” and “schoolhappens.” While Office Depot and Staples used the latter two keywords to drive home a large number of written posts, Walmart opted for a simpler tagline and 20 videos, which were viewed 32 million times on YouTube