Dr Martens has the most effective Instagram account in UK retail according to a new study highlighting the growing importance of the app in the sector.
According to retail search marketing agency Red Hot Penny’s Social Scorecard study, which ranked the UK’s top retailers’ Instagram prowess, the iconic footwear brand leads the way.
The study assessed 110 retailers with over 10 physical stores in the UK based on their number of followers per physical locations, average post engagements and engagement rates per channel.
Photos of “street style shots”, user generated content and the latest from its collections reportedly gave Dr Martens the edge over its rivals, while Guess, Timberland and Holister followed closely behind.
Conversely retailers with some of the largest store estates in the UK came well below their smaller rivals, including M&S in at 24, Next at 32 and Primark just hitting the top 10 at number nine.
This follows the Facebook-owned companies growing focus on developing commerce on its platform, adding a dedicated shopping tab to its Explore page for the first time last month, following the addition of shoppable ads earlier this year.
“Instagram is this year’s runaway social media success,” Red Hot Penny’s head of marketing Russ Powell said.
“Chain retailers who can leverage this are going to be those who’ll ride out the high street’s hard times. Knowing what your customer wants, making it easy for them to buy at the right price has always been the key to retail success.
“Beyond this the brands using Instagram effectively are those being interesting and aspirational encouraging and rewarding user engagement, lots of shoppable content and having meaningful promotions.”