Black Friday messaging increases social media engagement

Black Friday and the Christmas rush has buoyed retailers' activity on social media. Coupled with England’s lockdown ending at the beginning of December, businesses are doing whatever they can to trade hard for Christmas. Local retailers need to stay connected and Maybe* is showing them exactly how to do that via social media in towns across the whole of the UK.

Next stop, Cheltenham. Any business in any local place can apply these tactics. In fact we’re working with the whole of the Cotswolds to help them make social media work for them in a bid to support recovery across the UK.

How many businesses in Cheltenham have social media accounts?

Maybe* Place Insights shows us that 30% of businesses in Cheltenham, marked in orange, have social media accounts. That gives Cheltenham a very slight edge over the wider Cotswold Local Authority which sees 29% of its businesses with social accounts.  It’s also higher than the UK average of 28%, so well done Cheltenham! 

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How many businesses in Cheltenham create social media content everyday?

Of those 30% of businesses, an average of 25% of them are active every day. Cheltenham businesses significantly lower the amount of social media activity at weekends. The area needs to keep its activity through the weekend when customers are also online.

How many posts do businesses make and how engaging are they?

Cheltenham businesses have upped their social media output through Lockdown#2. This may be the result of an effort to maintain connection through lockdown, or it may be the run up to seasonal events like Black Friday, and of course Christmas. The average amount of content created per day is 1,800 posts that go on to earn an average of 280,000 engagements, or about 155 per post.

What is Cheltenham’s best social media content?

We’ve used the Maybe* Best Post in a Place tool to find Cheltenham’s best post on Friday November 27 (Black Friday).

Olive Clothing is a Cheltenham-based boutique just off the High Street. The business nearly always occupies the top spot in Cheltenham’s best social media posts as it has grown a loyal online following outside of the town.

Olive Clothing’s Instagram feed has a fashion forward editorial feel to it. Product is always front and centre and depicts a specific kind of lifestyle. Expect seasonal styling that shows the product in close-up detail as well as in full portrait mode showing not only Olive Clothing’s fashion credentials, but the quality of its wares.

Over Black Friday they offered a discount, but still led with the product and gorgeous photography as they always do. This approach means they do not have to compromise their brand with garish sales messaging, while still offering a discount as part of their service and engagement tactics.


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A post shared by Olive (@oliveclothing)

What conversations do Cheltenham’s businesses create?

Cheltenham businesses create a mixture of conversations about place, as both Cheltenham and the county hashtag for Gloucestershire features. Black Friday also trended in the word cloud of conversation, as well as a campaign hashtag “It’s what we do” which is a national campaign by the co-op localised across the UK.

What’s the tone of the conversation?

The mood of the conversation across Cheltenham is a positive one. It looks like businesses had a little wobble around about November 5th just as England went back into lockdown, but other than the initial dip, businesses have done a fab job of staying upbeat in their messaging.

Key takeaway

Seasonal events like Black Friday can benefit all retailers whether they are online or offline. Create offers to serve customers who are looking for a bargain in the run up to Christmas and launching those offers in line with a time customers are planning to shop. Use social media to communicate terms and conditions clearly as well as product availability and any delivery or click and collect services you are providing. Discounting doesn’t mean you have to stray from your brand identity, you can still creatively bring great offers to life.

Maybe* is a social media management platform that helps organisations make social media work better for them. We provide easy to use engagement tools, smart insights and reports that rock.