Nearly two-thirds of ASOS’ top posts are re-grams of food pictures

British fashion, beauty, and accessories brand ASOS is the best-performing department store brand when it comes to Instagram interactions, according to marketing and data analysis firm L2’s 2016 Digital IQ Index®: Department Stores.

The retailer’s sales on the social media site account for 34 percent of all interactions (which include likes, comments, and views)—though the number of its posts make up just 4 percent of all department store posts.

In an article on L2’s site, it noted that “Barneys, Selfridges, and Net-a-Porter post more frequently on Instagram, but account for a smaller fraction of interactions.”

Get this—nearly two-thirds of top posts on the ASOS feed are re-grams of food pictures. And 30 percent are product images that target the brand’s millennial demographic.  

“While department store brands can emulate ASOS posts, the young age of ASOS shoppers gives the brand a boost,” reads the article. “Ninety percent of Instagram users are 35 years old or younger, which aligns with the ASOS consumer base.”

(Photo courtesy of ASOS)

Emili Vesilind

JCK Senior Editor