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H&M, Topshop top US social media engagement numbers game – survey

Which mass market fashion brands are the most successful on social media in the US? Step forward H&M, Topshop/Topman and Forever21, according to ShareIQ.

The two biggest are H&M and Topshop/Topman with the data showing that the Swedish giant gets 974 engagements per image (EPI) it posts on social media channels while UK-based Topshop/Topman gleans nearly 596.

That shows H&M has about 20 times the content performance of the lowest-performing of brands, with a third-placed Forever 21 getting 397 EPI, Zara has 190, Uniqlo 161, Old Navy 70, Mango 52, Gap 48, and American Apparel 41.

The analysis, covering the first nine months of this year, looks at how brands share visual content on social media platforms in the US, and how successfully they get consumers to engage with content across Pinterest, Instagram and the web in general.

With fast fashion being a key category in the fashion sector, ShareIQ, a visual content performance platform for brands, found that successfully competing for its consumer’s attention depends on “quality of the content and especially the seeding strategy.”

“People engage with and buy from brands that share compelling visual content in authentic ways,” said CEO Brian Killen. “The brands that are winning and getting real ROI on Instagram, Pinterest and other social platforms put exciting ‘lifestyle’-type images in the feeds of real influencers who get high engagement – not just celebrities.

“And we’re seeing marketers recognise this opportunity to create and target new audiences from those who engage with their content and convert sharers and ‘likers’ into buyers.”

So what actually grabs consumers visually? It seems imagery with varied backgrounds excited interest more than “static” lookbook-style photos and “brands with smart seeding strategies see a greater return on their visual content investment.”

While H&M and Topshop/Top