Urban Outfitters is setting the standard for social media, beating out its competitors to earn the highest engagement rate in 2018 with 26.4 million likes—according to Share IQ. What’s behind their successful strategy? For one, they treat platforms differently: using Instagram to peak initial visibility, and then posting top-performing posts across longer-lasting platforms like Pinterest. They also use influencer marketing “sparingly but thoughtfully” and partner with popular brands like Vans. (Glossy)
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