Primark a festive social success story, Greenlight

Primark, Superdrug and Next are among the High Street retailers winning on social media this festive period, according to Greenlight. The only pureplay to make its top 10 was Missguided.

The company's research, based on Christmas-specific post engagement across Twitter and Instagram over the past three months, shows that Primark achieved over 1.5 million interactions on Instagram. This includes likes, comments, views and shares. It has established a cult social media following by creating high-engagement posts and working with influencers such as @alexandmike or @three.little.thinkers.

The top 10 brands as follows:

1) Primark

2) Converse

3) Superdrug

4) Next

5) Boots

6) Missguided

7) Topshop

8) Liberty London

9) Debenhams

10) Topman

"High Street retailers cannot become complacent with social media. It’s an immense online touchpoint with customers that build levels of brand loyalty needed to help keep the UK High Street alive," says Hannah Kimuyu, Director of Paid Media & Audience Insights, at Greenlight.

“With High Street retailers continuing to face negative news and pessimism when it comes to its survival, online engagement has become more important than ever to keep customers engaged. It’s easier than ever to use social media as a form of commerce thanks to the shopping function on Instagram. Not only that, but the social data you gather from social media is a valuable tool when it comes to understanding the behaviour, likes and interests of your customers. Gaining this information is essential in understanding core audiences and delivering tailored, relevant content – whether that be during the festive period or beyond."