Black Friday, and the social promotions from retailers, are upon us once again - but which are actually resonating with social audiences? LiftMetrix conducted an analysis of the big box retail industry to find out which retailers scored the top performing posts across Facebook, Twitter and Instagram, and what drove the success of these posts.

Belk scored the top post on Facebook with more than 43K social actions (likes, shares, comments) with a promotion of its exclusive offers for Black Friday.

Not only did the post succeed in driving social actions, but it can also drive Belk’s business objectives by directing social users back to the retailer’s site. Below is the webpage where Belk’s top social post directs its social users. Here are just a few ways that this optimized webpage can accomplish business objectives for Belk such as newsletter signups, coupon code redemptions, links to other site pages to increase page views, mobile app downloads and credit card signups.

On Twitter, Lowe’s came out on top with a tweet promoting the retailer’s Facebook Live video of Mystery Box Bonanza featuring the Property Brothers, Drew and Jonathan Scott, and Lowe’s upcoming Black Friday deals. Though the tweet didn’t direct to Lowe’s site, it drove users instead to the retailer’s Facebook page where they could view the Facebook Live video, accomplishing the business objective of driving referral and cross-promotional traffic.

Finally, on Instagram, a post showing Macy’s selection of boots, which will be included in the retailer’s Black Friday deals, was the top Black Friday-related Instagram post among big box retailers, with over 11K likes and comments.

When the social user clicks the link in Macy’s Instagram bio, they are directed to Macy’s like2b.uy site where they can view and click on any of the shoes featured in the Instagram post.

Each of these images drive to that shoe’s respective product page on Macy’s website, all of which are optimized to drive conversions such as purchases and further product page clicks and views.

Scrolling down further along the page, below you can see that each product page also is optimized to drive ad clicks, mobile app downloads, newsletter subscriptions, and credit card sign ups.

Join us on Wednesday, December 14th at 3pm ET for our upcoming webinar analyzing retailers’ social performance during this holiday season, particularly from Black Friday and Cyber Monday - Register by clicking here.

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Posted by Kara