Fact: Primark and Boohoo post over 10 times more on social media per day than Top Shop or River Island. When you look more closely at their social media performance, the social media engagement per post is round about the same for the 4 retailers.
Fact: Primark and Boohoo are performing well in a difficult retail market
This brings me to a question that I am often asked when I present data is:
“Surely posting at the level of Boohoo or Primark this much is spamming users”
The answer is this is not seen as spam by Primark and Boohoo's customers - if it was they wouldn't achieve the level of engagement they do. So if it’s relevant, it’s not too much is the simple answer.
River Island and Topshop are averaging 6K engagements per day with Primark and Boohoo achieving 70K and 46K respectively. The bottom line is their social media strategy reaches more people.