LOVE OF THE LIKE: In a non-electoral race that was almost too close to call, Louis Vuitton beat Lojas Renner as the most engaged fashion brand last month in Internet marketer Stylophane’s monthly compilation of Facebook “post likes.”
This story first appeared in the November 6, 2014 issue of WWD. Subscribe Today.
The French luxury brand registered 1.23 million “post likes” last month, slightly ahead of the Brazilian retailer’s 1.193 million and Brazilian footwear brand Via Marte’s 1.185 million.
Other fashion and sports brands finishing in the top 20 included Alpinestars (1.1 million), Chanel (980,000), Adidas (723,000), Michael Kors (713,000), Dolce & Gabbana (569,000), Christian Louboutin (543,000) and Roberto Cavalli (486,000).
“Post likes” are the sum of “likes” bestowed on a brand’s posts. As Stylophane partner Alex Mendoza pointed out, simply posting frequently is hardly the path to high engagement. He noted that Louis Vuitton’s pacesetting total came from just 21 posts during the month, while Lojas Renner’s came from 180 and Via Marte’s from 55.
“You don’t want to post too much because, after a while, people stop paying attention and might even un-follow you,” Mendoza said. “There are limits to how many times you want to hear even from a brand you love — between 20 and 40 seems about right.”
Via Marte topped the September tabulations, followed by Louis Vuitton, Michael Kors and Lojas Renner.