Take a deep dive into Zara's social media efforts as they engage their audience around the world with new collection launches and aspirational lifestyle content.

1. ZARA
onSocial Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of Zara Twitter

2. Zara: Social Media Report
This report looks at how
ZARA
performed on social media between
October 1st – December 31st, 2015

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4. Analysis of
ZARA
Facebook Page
Oct 01, 2015 - Dec 31, 2015

5. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
23,573,765 305,797 1.31% Worldwide
Mostly Young, Female and
Attached.
ZARA

6. Engagement Score Total Fan Posts
33 5,579
Total Posts Brand Response Rate
81 16.49%
Total Likes Avg. Reply Time
129,768 9 hrs, 53 mins
Total Comments General Sentiment
5,811 Neutral
Total Shares
5,174
Most Engaging Content Type
Product Updates
Least Engaging Content Type
Brand News
Most Prolific Content Type
Product Updates
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS

7. 23,100K
23,150K
23,200K
23,250K
23,300K
23,350K
23,400K
23,450K
23,500K
23,550K
23,600K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
23,573,765
New Fans
305,797

8. Engagement
0
250
ZARA had an average engagement score of 33 and a highest of 101.

9. Community Analysis
ZARA fans are mostly Young, Female and Attached. ZARA fans are largely from Mexico followed by Italy.
Fan Demographics Distribution of Fans
24%
76%
male female
0% 20% 40% 60%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40%
Single
In a Relationship
Engaged
Married
UnKnown
0K 500K 1,000K 1,500K 2,000K 2,500K
Mexico
Italy
France
Egypt
Spain
United States
Germany
Venezuela
India

10. 0
1
1
2
2
3
3
4
4
5
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
available 65
http://bit.ly/1sqi3xS 62
zaradaily 62
woman 40
aw15 27

11. 75%
25%
Brand Participation Brand Non Participation
96%
1%
3%
Posititve Negative Neutral
Brand Posts - Engagement
ZARA responded to 61 conversations generated by the 81
Posts they published.
ZARA receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

12. Most EngagingBrand Posts
19-NOV-15, THU 7:12AM
#zarakids
http://bit.ly/1MWNjLk
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
164 10,728 195 235 Positive
12-NOV-15, THU 11:38AM
Now in-stores and online
#zaraeditorials
http://bit.ly/1kPs5Zj
25-NOV-15, WED 11:56AM
Now in-stores and zara.com
http://bit.ly/1Yuoui2
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
77 4,471 105 128 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
66 4,110 69 95 Positive
NO
IMAGE
NO
IMAGE
NO
IMAGE

13. Brand Posts - Analysis
Brand Post Types Days of the week
0 20 40 60 80 100
0 5 10 15 20 25 30 35
Photos
Plain Text
Links
Videos
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20 25
0 10 20 30 40
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts

14. Top Keywords Used Frequency
ZARA 3680
post 906
que 388
un 350
le 272
User Posts
0
50
100
150
200
250
300
1-Oct 8-Oct 15-Oct 22-Oct 29-Oct 5-Nov 12-
Nov
19-
Nov
26-
Nov
3-Dec 10-
Dec
17-
Dec
24-
Dec
31-
Dec
Positive Neutral Negative

15. ZARA responded to 920 conversations generated by the 5,579
Posts fans published.
ZARA appears to participate more when Fan conversations
have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
16%
84%
Brand Participation Brand Non Participation
16%
9%
75%
Posititve Negative Neutral

16. Most of ZARA posts were around 'Product Updates', and posts around 'Product Updates' received the highest
engagement.
Content Intel
0 10 20 30 40 50 60 70 80
0 5 10 15 20 25 30 35 40
Brand News
Others
Event
Product Updates
Corporate Social…
Ad Campaigns
Photos
Deals/Offers
Occasion specific deals
Contest
Question to fans
Facebook App
Engagement Oriented…
Number of Posts
Engagement Score
Engagement Score Number of Posts

17. Analysis of
ZARA
Twitter Account
Oct 01, 2015 - Dec 31, 2015

18. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
1,070,297 50,883 4.99% Worldwide
ZARA
@ZARA

19. Engagement Score
94
Total Proactive Tweets
115
Favorites Total
17,483
Total Mention
23,940
Total Retweets
5,552
BRAND TWEETS USER TWEETS
Brand Overview

20. 990K
1,000K
1,010K
1,020K
1,030K
1,040K
1,050K
1,060K
1,070K
1,080K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
FollowerGrowth
Total Followers
1,070,297
New Followers
50,883

21. 0K
0K
0K
0K
0K
0K
0K
0K
0K
0K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
FolloweeGrowth
Total Followees
68

22. Engagement
0
250
ZARA had an average engagement score of 94 and a highest of 171.

23. 0
5
10
15
20
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets
115

24. #zaradaily #weekend #woman #jacket
Now available at
https://t.co/QRIO34knsM
https://t.co/SltxdoWRjr
11-Dec-15, Fri 03:00AM
ENGMT. FAV. REPLIES RETWEETS
171 299 3 93
Top EngagingTweets
#zaradaily #wednesday #woman
#knitwear #skirt #aw15 Now
available at
https://t.co/QRIO34knsM https:..
New | Seasonals Man. Fall is back
#zaraseasonals Now available at
http://t.co/NkmiHhoujn http://t.c..
21-Oct-15, Wed 03:00AM
ENGMT. FAV. REPLIES RETWEETS
166 249 2 92
14-Oct-15, Wed 07:58AM
ENGMT. FAV. REPLIES RETWEETS
162 193 4 93
NO IMAGE NO IMAGE NO IMAGE

25. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 20 40 60 80 100 120 140
0 10 20 30 40 50 60 70 80 90 100
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

26. 0 10 20 30 40 50 60 70
0 500 1000 1500 2000 2500 3000 3500
#zaradaily*
#aw15*
#fashion*
#woman*
#zara*
#trf*
#style*
#ootd*
#whatcouldiwear*
#shoes*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

27. 0
100
200
300
400
500
600
700
800
900
1000
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
zaradaily aw15 fashion woman zara
Spread of Hashtags by day

28. 0 20 40 60 80 100 120 140
#shoes*
#zaradaily*
#zara*
#fashion*
#style*
#woman*
#aw15*
#whatcouldiwear*
#trf*
#ootd*
Engagement Score
Hashtags - Engagement

29. 0
500
1000
1500
2000
2500
3000
3500
4000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

30. 0
200
400
600
800
1000
1200
1400
1600
1800
12:00 AM 2:00 AM 4:00 AM 6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00 PM
Replies Mentions
Time of the Day

31. Total number of Retweets : 5,552
-50
0
50
100
150
200
250
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
Retweets of Brand Tweets Brand Tweets
Retweets

32. Total number of Mentions: 23,940
-100
0
100
200
300
400
500
600
700
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
Mentions Brand Tweets
Mentions

33. Influencers
Name Followers Tweets
Sonam Kapoor 8,635,945 1
EL PAÍS 5,278,771 1
MarQuis Trill 4,217,892 1
InStyle 3,879,142 2
El Universal 3,878,708 2
TOP 5 INFLUENCERS

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