No retailer added more Facebook fans in April than Target Corp., which had 1.3 million consumers Like its Facebook page during the month, according to the ChannelAdvisor Facebook Commerce Index. The retailer had nearly 11.7 million followers at the end of April.
The monthly index from the e-commerce services provider tracks how many consumers have clicked that they Like any of more than 500 brands on Facebook.
Target’s growth was thanks to the retailer’s on-target posts, most notably a post on April 23 inviting consumers to “Celebrate your inner princess during National Princess Week at Target,” which attracted more than 65,299 Likes. “Target is taking relevancy to a new level,” ChannelAdvisor notes in the report. Throughout that week, Target posted a number of events and products related to the promotion and nearly every one generated high volumes of engagement. “The lesson here—know your audience!” says ChannelAdvisor.
Target has found that consumers respond to posts about a single product. For instance, a post on April 17, which was this year’s tax deadline, featured an image of a Ben & Jerry’s ice cream pint with the caption, “Taxes done? Go ahead, reward yourself…with a cool refund.” The post received 9,299 Likes and 585 comments.
Despite Target’s gains, it still lagged behind Victoria’s Secret, which has been the most-Liked retailer on Facebook since ChannelAdvisor began tracking retailers’ Likes in the index last year. Victoria’s Secret had 18.4 million fans at the end of the month and its Victoria’s Secret Pink brand had 11.8 million fans, making the fifth-most Liked retailer.
Here are the 10 most Liked retail brands on Facebook, with their ranking in the Top 500 Guide for those in the Top 500, their number of Likes at the end of April, and the month-over-month percentage increase:
• Victoria’s Secret, No. 19, 18.4 million, 1%
• Wal-Mart, No. 4, 15.3 million, 9%
• Adidas Originals, No. 212, 14.0 million, 3%
• Burberry Ltd., No. 388, 12.7 million, 6%
• Victoria’s Secret Pink, No. 19, 11.8 million, 1%
• Target, No. 23, 11.7 million, 13%
• Levi Strauss & Co., No. 365, 11.6 million, 3%
• Lacoste, 9.5 million, 3%
• Nike Inc., No. 72, 9.0 million, 4%
• World Wrestling Entertainment Inc., No. 492, 8.9 million, 3%
Here are the fastest-growing brands in the index:
• eFaucets, 25,823, 220%
• American Musical Supply Inc., No. 279, 24,840, 84%
• Swanson Health Products, 76,173, 69%
• HobbyTron.com, 67,481, 51%
• iHerb.com, 142,599, 33%
• Laura Ashley USA, 16,813, 32%
• DSW Inc., No. 200, 504,852, 30%
• IKEA.com, No. 243, 819,465, 28%
• FragranceNet.com, No. 140, 56,613, 27%
• Hugo Boss, No. 286, 1.9 million, 26%
• Apple Inc., No. 3, 6.1 million, 26%
Hugo Boss added nearly 2 million Likes thanks to its publishing photos from its latest collections, the kind of content fashion fiends are after, according to the report. “Facebook is proving to be a fantastic platform for retailers to reach fashion-focused fans in an advantageous way,” says ChannelAdvisor. “Gaining interest from consumers is the first step to receiving orders.”
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