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Amazon fastest growing retail brand on social media

Amazon is one of the retail industry’s fastest growing social media brands, according to the latest Retail Social Media Benchmark results from eDigitalResearch.

GENERAL MERCHANDISE

Amazon fastest growing retail brand on social media

The online retail giant climbed to the benchmark’s top spot, thanks in part to its recent Prime Day sales event, after gaining over 1.2 million new followers on its Twitter account since the last wave back in March.

The one day sales event saw an estimated 398 items sold per second. During the lead up to the event held on 15 July, Amazon actively promoted the sales extravaganza with television spots and on social media.

Amazon has gained over five million new Facebook followers since eDigitalResearch first started benchmarking social media in the retail market back in 2010.

The study also found that Primark has made one of the biggest improvements wave on wave, having gained 500,000 new followers on its Facebook page despite the fact it has no transactional website. The low cost fashion retailer also managed to attract 800,000 new followers on Instagram, moving it into fourth place in the benchmark’s newly introduced league table.

As well as measuring followers, the benchmark also looked at the amount of ‘noise’ around brands using Facebook’s ‘Talking About’ feature. The results show that a high number of followers do not always equate to social conversations. Asda and Tesco, placed 10th and 9th respectively in the overall league table, came top of the ‘Talking About’ table. Further analysis by eDigitalResearch suggests conversations were likely influenced by news such as Tesco’s decision to drop Ribena and Capri-Sun from their aisles.

Kat Hounsell, sales and marketing director at eDigitalResearch, said: “Social media usage is now paramount for retail brands who need to ensure they are reaching out and proactively engaging with their audience. The popularity of social media platforms for brands continues to grow at a substantial rate, reaching more consumers than ever before – customers are living out their brand experiences on social media.

“Social customers don’t wait for retailers to approach them and instead engage directly with brands how and where they want. Customers are out there now talking about and sharing their experiences. The challenge is managing these conversations correctly, capturing comments and embedding with verified feedback so the customer experience remains the very best it can be.”

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