Learn from the the best social media posts of 2022

Each week we round up the best social media posts from across the UK. See who's coming out on top and copy the winning moves for yourself. The tips and tricks are easy to replicate for any business no matter the size.

Join us for a free webinar every Wednesday at 10am where we'll be reviewing the best social media posts of 2022 and what you can learn from them.

May 2022

Boohoo know their customers love a bit of celebrity culture. In the last week they’ve posted two celeb news stories - Rihanna’s had her baby and Kourtney Kardashian got married both racking up engagements in the tens of thousands.

Boohoo have a customer base that is young, fashion forward and influenced by celebrity. By creating content that celebrates their audience's favourite celebs - they rack up easy engagement by being relevant and jumping on trending conversations.

How to replicate
Knowing what other brands or interests your customers have will help you easily identify content and topics they are even more likely to engage with. It doesn't have to be celebrity goss if that's not right for your brand, but play around with re-sharing content from news outlets, lifestyle brands and influencers you think your own audience will love.

 

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A post shared by boohoo (@boohoo)

BoxPark are getting a new venue in an indoor space called BoxHall. BoxPark is famed for combining retail with entertainment, art and dining, giving people a reason to visit for something unique that involves shopping and experience. it’s new venue, BoxHall opening Summer 2023 is set to bring together emerging and established indie food outlets, catering to city dwelling foodies and London’s visitors.

This post was shared by all of its sites who have their own social media accounts as each site, while part of a family, also has its own identity and offering. This premises will open in an old entrance to a train station and the post tags in Transport for London who have plenty of reach with Londoners and tourists.

How to replicate
There are plenty of opportunities to create a long build up and get people invested from the off even if you’re not opening for another six months or a year.

If you’ve got a new premises opening social media is a great way to announce it and also detail how it will be new and different to drive excitement. Regular progress updates will continue to build intrigue alongside regular tagging of partners and vendors to amass a bigger audience.

 

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A post shared by BOXPARK SHOREDITCH (@boxpark)

April 2022

Asda make it their business to celebrate their team on the regular. Anytime a team member goes above and beyond for a customer, you'll hear about it on social media and see the engagement soar. People love acts of kindness and positive news stories and can't wait to comment and share them.

How to replicate
Share the success of your team and celebrate your people. Recognising your team in a public way speaks to your values as a business and demonstrates everybody matters.

M&S have taken their famous chocolate biccie and smooshed it together with an Easter Egg and come up with something in between.

Launched on social media, voiced over by Dawn French and soundtracked with the trademark M&S TV ad music, the bisc-egg or egg-scuit has social media hyped up and leading the Easter engagement stakes.

How to replicate
New twists on old classics for key seasons is a sure fire way to get your own social media audiences talking about you and tagging their friends. No doubt many a hot cross bun shopper will be intrigued to pick up and try one of these for something familiar but different among the usual Easter egg hoard.

 

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A post shared by M&S (@marksandspencer)

March 2022

Primark are a long time social media favourite at Maybe*. We love this post that lends a fashion forward edge to introduce the key trends for Spring.

The post invites customers to vote and comment on their favourite colour trend with multiple image posts.

How to replicate
Asking customers to comment with their opinion is always going to get social media tongues wagging. Using their feedback helps you gauge what content is likely to perform best, if you know your customers are head over heels for lilac, then you can be sure they’ll love to see more content about that, and be inspired to visit your store and pick up a few of the featured items.

 

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A post shared by Primark (@primark)

Fortnum's have launched a rapid delivery service shipping Fortnum’s favourites direct to the doors of Londoners.

The delivery services is available in London to doors within six miles of the Piccadilly store in under two hours. To announce and create a bit of intrigue into the service, Fortnum's have installed a 'Fortnum's' blue' delivery bike in the store so curious shoppers can find out more..

Fortnum's have chosen Supper London, a luxury delivery service over the likes of Deliveroo or Just Eat as its more in line with their own brand positioning.

How to replicate
Whether its delivery services or a stockist, ensuring your brand experience is woven through all touchpoints customers will have is a win for you, your partners and your customers. Just make sure to tag your new partners into your post to double up on reach and engagement

 

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A post shared by Fortnum & Mason (@fortnums)

Cath Kidston generate engagement by introducing key team members from the store environment and in Head Office. Followers are invited to pose questions to the team members via stories. For businesses like Cath Kidston with a cult following and a distinct brand, it also gives diehard fans a sneak peek behind the scenes.

How to replicate
Introducing your team and people helps customers get to know the people behind your business, giving them a chance to see the passion that goes into it.

 

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A post shared by Cath Kidston (@cathkidston)

February 2022

Liverpool Football Club scored a social media high celebrating a winning goal. Sports teams whether national or local present an amazing opportunity to unite communities online and offline around a common passion, which often translates to place.

How to replicate
Keep your eye on the sporting and pop culture events driving conversation online and create content that celebrates success. Rally around your local sports teams in your place as its the perfect way to show you're invested in your community.

Missguided celebrated Twosday on Tuesday February 22nd 2022 with a killer comp and social media post. The post offered up a £2222 cash prize, and to continue the Twosday theme, invited followers to tag their BFF.

How to replicate
Theming competitions around popular culture or events increases relevance. Inviting followers to tag someone else in, increases the reach and engagement on your posts.

Relative lingerie newcomer, Bluebella set pulses racing on Instagram. Their content can frequently be found in the best social media posts. As well as sumptuous and sexy styling, Bluebella is famous for its inclusive celebration of all shapes, sizes, skin tones and genders, and puts self-love firmly at the heart of everything they do.

How to replicate
Confidence and authenticity are key. Make sure your social media posts convey what you stand for, who you stand for, and fearlessly stand by it.

Who said romance is dead? There’s no harm in using seasonal events like Valentines Day to offer competitions around. And who doesn’t love flowers. B&M invited customers to comment when they last received flowers to be in with a chance of winning.

The mechanic to enter gives people the chance to vent and tell funny stories, all of which B&M can engage with and reshare or use to create conversation among the community.

How to replicate
Valentines Day competitions are an easy way to make this seasonal event accessible and inclusive to everyone.

January 2022

Pop star and all round heart throb Harry Styles is going on tour and there was a teenage scramble for tickets. Lidl were quick off the mark and got in on the action and conversation. Referencing the star’s hit single Watermelon Sugar High, Lidl playfully pointed out to those disappointed fans who didn’t score tickets that Watermelon and sugar are both available at Lidl. . .

How to replicate
Keep your finger on the pulse of what's going on in the world of pop culture. It's an easy way for you to create relevant and topical content.

Boots got in on the Veganuary action last week by featuring cult skincare favourite, The Ordinary.

Veganuary may traditionally be something supermarkets and restaurants can get on board with, however skincare and beauty brands also have the opportunity to maximise their cruelty-free or plant based offerings at a time of year where customers are doubling down on the self care and lifestyle changes.

How to replicate
Be aware of relevant hashtags, awareness days/weeks and months as well seasonal moments like Veganuary. They offer businesses a chance to create and theme content around things already top of customers’ minds. 

 

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A post shared by Boots UK (@bootsuk)

The travel industry has been the hardest hit by the pandemic and ongoing changes and restrictions. As news emerged that Boris Johnson hosted a party (or work meeting depending on whether you accept the official line or not), while the country were following government rules, Ryanair upped their social media game.

The outspoken approach was witty, pithy and wry and earned the airline tens of thousands of engagements, as they took aim at the PM and wider government. Ryanair get the tone right with this one - pulling punches in a humorous way but in a way that accurately captures the mood of the public.

How to replicate
Knowing whether to enter into a political fray online and how to go about it as a business is down to you and how you want your brand to be perceived. Whether you go for humour or a hard line stance, its a bold move. Ask yourself whether its relevant for you to comment and make sure your social media team are prepped to handle any comments and engagement you receive off the back of it.

Nike continue to spotlight both professional and grassroots community sports clubs and athletes from across the globe. The featured team in this post hail from Japan and the post celebrates a local marathon in Tokyo.

With these posts, Nike continues to feature real people who share the brand’s passion for sport and wellness. At the same time they champion global sporting communities in an inclusive way, rather than just focusing on elite performance athletes.

How to replicate
Focus on the people who use and delight in your product and services so that customers recognise you as a brand which is for them and includes them.

 

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A post shared by Nike (@nike)

M&S won Christmas hearts on social media in the week leading up to Christmas announcing on Instagram its store colleagues, customer care team and social media team would be offline and at home with their families until December 27th.

Like 2020  when supermarkets opted out of trading Boxing Day to give their teams chance to regroup, M&S went for a similar approach for Christmas 2021. While contracted staff made up the hours elsewhere or could take it as leave, the foregoing of a Boxing Day sale start when down well with the public earning over 54,000 likes for the business.

How to replicate
People continue to look to businesses to show they treat their colleagues, especially those on the front lines, fairly. Make sure you are showing up for and championing your people.

 

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A post shared by M&S (@marksandspencer)

With the Maybe* platform, you don’t have to be a social media pro to increase traffic and sales.

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