Spooky season social media content is on the rise

Oh October! Crisper mornings, shorter days, clock changes and Halloween. The spooky season will look very different this year as trick or treating and fancy dress parties have likely being seen off by the ongoing COVID pandemic. But, that's not going to stop local businesses selling their spooky wares, and nor should it.

Every week we profile towns and cities across the UK that are great examples of indie businesses staying active, staying connected, and inspiring new and existing customers to shop and spend locally via their social media channels.

Next stop, Fairford. 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.

Maybe* Place Insights allows you to benchmark the social media activity, posts, engagement, sentiment and conversation topics of all businesses within your place. When you know what the local conversation has in common, you too can stage your own local social media love in.

How many businesses in Fairford have social media accounts?

Maybe* Place Insights shows us that 24% of businesses in Fairford, marked in yellow, have social media accounts. That’s lower than the wider Cotswold Local Authority which sees 32% of its businesses with social accounts and the UK average of 28%.

How many businesses in Fairford create social media content everyday?

Of those 24% of businesses, an average of 30% of them are active every day.

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

Fairford businesses created an average of 150 pieces of social media content per day throughout late September and early October. Those social posts earn approximately 800 engagements per day. That’s about five engagements per post.

Engagement in Fairford is stable throughout the week. Being active through the weekends will help boost this number for the whole town.

What is Fairford’s best social media content?

We’ve used the Maybe* Best Post in a Place tool to find Fairford’s best post on Monday October 5.

The post came from Corky and Prince, a local florist. It's a simple thank you to her customers for supporting her through the summer with orders .

Regular "thank yous", especially in the current climate, as well as communicating any changes to your products and services in response to COVID-19 or social distancing will go over well on social.


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A post shared by Fi Passey (@corkyandprince) on

What conversations do Fairford’s businesses create?

Fairford’s content is dominated by COVID-19. Small business tags also appear as well as seasonal terms like Halloween, and cultural events like Black History Month.

The conversation across Fairford wavers close to the line on our positivity scale. Sometimes it edges towards neutral. Businesses all need to make sure the language they are using is positive.

Key takeaway

Maybe* Place Insights aims to inspire more businesses to take up social media on a daily basis. Independent businesses should celebrate national days, cultural events and seasonality but do so sensitively and authentically.

Wondering why using hashtags in the conversation about place matters? Read all about it.

WATCH THE WEBINAR HIGHLIGHTS: discover more super social from Fairford's independents with the Maybe* team

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.

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