Black Friday messaging increases social media engagement

How many businesses in Cheltenham have social media accounts?

Maybe* Place Insights shows us that 30% of businesses in Cheltenham, marked in orange, have social media accounts. That gives Cheltenham a very slight edge over the wider Cotswold Local Authority which sees 29% of its businesses with social accounts.  It’s also higher than the UK average of 28%, so well done Cheltenham! 

Maybe* Place Insights showing the number of businesses in Cheltenham with social media accounts

Explore Maybe* Place Insights

How many businesses in Cheltenham create social media content everyday?

Of those 30% of businesses, an average of 25% of them are active every day. Cheltenham businesses significantly lower the amount of social media activity at weekends. The area needs to keep its activity through the weekend when customers are also online.

Maybe* Place Insights showing the number of businesses in Cheltenham active on social media on a daily basis

How many posts do businesses make and how engaging are they?

Cheltenham businesses have upped their social media output through Lockdown#2. This may be the result of an effort to maintain connection through lockdown, or it may be the run up to seasonal events like Black Friday, and of course Christmas. The average amount of content created per day is 1,800 posts that go on to earn an average of 280,000 engagements, or about 155 per post.

Maybe* Place Insights showing the volume of social media posts by businesses in Cheltenham and others on a daily basis and the engagement with them

What is Cheltenham’s best social media content?

We’ve used the Maybe* Best Post in a Place tool to find Cheltenham’s best post on Friday November 27 (Black Friday).

Olive Clothing is a Cheltenham-based boutique just off the High Street. The business nearly always occupies the top spot in Cheltenham’s best social media posts as it has grown a loyal online following outside of the town.

Olive Clothing’s Instagram feed has a fashion forward editorial feel to it. Product is always front and centre and depicts a specific kind of lifestyle. Expect seasonal styling that shows the product in close-up detail as well as in full portrait mode showing not only Olive Clothing’s fashion credentials, but the quality of its wares.

Over Black Friday they offered a discount, but still led with the product and gorgeous photography as they always do. This approach means they do not have to compromise their brand with garish sales messaging, while still offering a discount as part of their service and engagement tactics.

 

View this post on Instagram

 

A post shared by Olive (@oliveclothing)

What conversations do Cheltenham’s businesses create?

Cheltenham businesses create a mixture of conversations about place, as both Cheltenham and the county hashtag for Gloucestershire features. Black Friday also trended in the word cloud of conversation, as well as a campaign hashtag “It’s what we do” which is a national campaign by the co-op localised across the UK.

Maybe* Place Insights showing the conversation topics most frequently used by businesses in Cheltenham across social media

What’s the tone of the conversation?

The mood of the conversation across Cheltenham is a positive one. It looks like businesses had a little wobble around about November 5th just as England went back into lockdown, but other than the initial dip, businesses have done a fab job of staying upbeat in their messaging.

Maybe* Place Insights showing the sentiment of the conversation topics most frequently used by businesses in Cheltenham and the surrounding area across social media