FUTR Europe: how retail stores focused Anthropologie hit 60 million impressions on social media

URBN owned Anthropologie achieved 60 million impressions across its social media in 2024 by putting its stores and staff front and centre of its posts - here’s how its boosted its brand.

Speaking at FUTR Europe in London last week, Paige Anthony, Senior Social Media Manager at Anthropologie Europe, told delegates 2024 was the brand’s best ever on social media thanks to its emphasis on retail and head office staff. “We’ve always used social to highlight our stores,” she said, adding that they regularly appear on its social media feeds. 

Once the brand started sharing content including its team, Anthony explained it was soon outperforming other content. “People know our staff now,” she said. “They want to see them and all the products we showcase through them see spokes in sales and searches on our site.”

Charing the session, Emily MacKinnon, Social Brand Strategist at social media management platform Dash Social, commented: “Audiences today are responding to less curated, professional content and more to authentic stories shot on iPhones.” She added that this was an approach Anthropologie had “mastered”.

Anthropologie is also increasingly using social first content on its homepage and in its customer emails, thanks to the success of its work here.

Every week, Anthropologie saves space in its schedule to respond to social media trends with quick turnaround content made in-house this way. “Not every trend is going to work, and some aren’t appropriate for the brand,” Anthony shared. “But we can work out content formats very quickly.”

“Some things will work, some thing’s won’t, but it’s about not being scared,” Anthony added.

Working closely with SEO and analytics, the Anthropologie team see which items are already selling well and try to fit them into trending content formats. “When the product isn’t the headline, the content tends to do better,” MacKinnon added. 

“Social media is no longer a distribution channel, it’s now very much a community builder,” MacKinnon said. Anthony agreed, noting that the success of Anthropologie’s channels has led to HR using them in their hiring process as well. “Social media isn’t just a channel for our marketing,” MacKinnon noted. “It’s an extension of your community.”

Looking ahead, Anthropologie is focusing on new metrics away from likes, follows and engagement. “We are seeing shares emerge as a crucial metric for brands on social media,” MacKinnon noted, with Anthony sharing that this was now a “prioritised metric” for the brand now. 

Last year, URBN announced a partnership with Stripe to power online and in-person retail payments for Urban Outfitters, Anthropologie Group, Free People, and FP Movement.