H&M leads the pack when it comes to social interactions, according to data provided by Socialbakers. The brand has received the most engagement on Facebook compared with American Apparel, Gap, J.Crew and even Zara. It similarly boasts the highest number of interactions with customers on Instagram.
Among fast fashion groups, H&M is the one that most resembles a publisher.
H&M Life, a digital content hub on the retailer’s website, is dedicated to fashion, beauty and culture. It is designed to give H&M fans daily updates and inspiration from all over the world. It even features a fashion horoscopes.
H&M’s content on social takes a highly visual approach: picture collages featuring its latest products, blog posts on fashion trends and seasonal lookbooks. It has over 22 million followers on its Facebook page, over 7.8 million followers on Instagram and nearly 6 million followers on Twitter.