An analysis of the performance of the major jewellery retailers on social media in the run-up to Valentine’s Day has shown that H Samuel topped the list for the most engaging social media posts in the week leading up to 14 February.
The analysis, conducted by social media specialists Maybe*, reveals that H Samuel secured a total of 1.47k engagements in the period leading up to Valentine’s Day, which equated to around 113 engagements with its content every day. Its most successful post was a competition on Instagram to win matching diamond heart necklaces, which secured 923 likes and more than 1400 comments.
Warren James Jewellers were ranked second with 644 engagements from their 23 posts. Its most successful post on Instagram was a reposting a TikTok video promoting personalised lockets. Interestingly, whilst the post received 195 likes on Instagram, it only secured 25 likes on TikTok.
However, when overall engagements were calculated as a proportion of total followers on both Instagram and Facebook, F Hinds achieved the highest cut through – 1.8% – compared to H Samuel’s 0.67%. Its most successful post was a competition to win two Calvin Klein watches, which received more than 1100 views. Other retailers achieving a high rate of engagement compared to their following included Fraser Hart (0.64%) and Berry’s Jewellers (0.54%).
All the most successful posts by the jewellery retailers appeared on Instagram, except for those by Goldsmith’s and Chisholm Hunter, whose most successful posts were on Facebook.
“Both H.M Samuel and F Hinds ran competitions on their social channels in the run-up towards Valentine’s Day,” explains Polly Barnfield OBE, CEO of Maybe*.
“This is a great way to gain engagement across social channels and bring in new potential customers, particularly compared to the other retailers, who did more generic Valentine’s Day posts purely promoting products. Competitions are a great way to get your customers involved and increase your levels of social media engagement.”
Maybe* provides a range of social media engagement and insight tools that help clients engage with conversations on social media to improve business results. These tools enable businesses to see what content is working best and boost their best performing content, to compare their social media performance to competitors or collaborators, and, by knowing what content is working, being able to join the right conversations. The company works with BIDs and local authorities across the UK to train retailers in how to position themselves at the centre of local conversations to ensure their businesses gain support and interest.
