How Missguided and Boohoo are engaging customers on social media

Looking at the detail

Topshop’s tone doesn’t match its fashions

Topshop creates, on average, 12 posts per day, Missguided 14 and boohoo 26. But how is their brand personality reflected in each post?

Sadly, Topshop’s posts are missing that fashion-forward and style setting tone they’re famed for.

As noted in our first blog, Topshop’s average engagement per post at 4.24 pales in comparison to both boohoo’s (949) and Missguided (406). This indicates that their content isn’t resonating as well with their customers as their competitors’ content is.

Looking at a head to head of content, both boohoo and MissGuided have worked hard to create active communities online, rather than just sell. 

What Topshop is saying

Below you'll find reports highlighting the most frequently used words and topics by each brand and example pieces of content.

See what messages your organisation is publishing

What Missguided is saying

See what messages your organisation is publishing

What boohoo is saying

See what messages your organisation is publishing

"Continuing to post content that isn’t resonating with your audience is a waste of effort. Focus your time on understanding what your audience wants to hear and you’ll see significantly better success."

Polly Barnfield, CEO and Founder of Maybe*

Sorry, people. Missguided is a Babe.

Missguided’s content has personality to it. Use of salutations like “Babe” or “Queen” and colloquial addresses like “Sorry people” reflect a sassy and tongue-in-cheek brand. In their report above, you can see their cheeky tone ringing through.

Add in their sharing of popular memes, regular engagement with customers’ content whether it's related to fashion or not, and there's a sense the brand has their finger on the pulse of what makes their customers tick, beyond the clothes they covet to wear.

You got this ⚡? #missguided pic.twitter.com/yka3hbQphs

— Missguided (@Missguided) June 17, 2019

"I'm just going to bring the essentials" ?? pic.twitter.com/CtFCTgAsiG

— boohoo.com (@boohoo) June 1, 2019

Meme-tastic

In a similar vein to Missguided, boohoo’s social content is a colourful mix of product and topical memes that resonate with its customers. Given how frequently they post per day (26 times on average), it’s interesting to note that the vast majority of their content has nothing to do fashion.

Rather, it’s a mixture of silly memes, photos, and posts that encourage people to tag in their friends and share. And because people aren’t being overly sold to, they do.