Online Audit

Social Media Audit|Instagram

LIKES: 1,069 COMMENTS: 65 ENGAGEMENT RATE: 3.024%

LIKES: 480 COMMENTS: 27 ENGAGEMENT RATE: 1.352% These images are examples of Retold’s Instagram posts promoting a collection launch.

Due to Covid-19, Clare styled, shot and modelled the images herself, using moving poses, props and varying backgrounds to keep content new and exciting, whilst in keeping with the brands aesthetic. Both posts include multiple images to provide previews of the collection and entice the viewer to visit the website for the launch.

The viewer is directed to the website through the caption. The target audience of the post are Retold’s followers, but with enough information on the post to inform potential customers who don’t yet follow the brand. The post puts an emphasis on encouraging viewers to sign up to access the collection, content and offers in the best way.

The engagement rate of the two posts is quite different, and perhaps an area for improvement could be achieving consistent engagement by posting at times which suit the customer. However this range could be due to Instagram’s algorithm.

LIKES: 543 COMMENTS: 24 ENGAGEMENT RATE: 1.512%

LIKES: 617 COMMENTS: 50 ENGAGEMENT RATE: 1.779% These images are examples of Retold’s Instagram posts showing product detail, with a wider aim of promoting a collection launch.

The image shows the quality and detail of the collection, communicating the attention to detail and care taken when curating collections. Varying edits and colour settings helps Retold’s content to stand out, creating a diverse and aesthetically pleasing feed.

The captions engage with the target audience and followers, asking questions and building a relationship between viewer and business. The caption offers style tips which will be attractive to Retold’s followers who feel less confident in styling items and curating outfits.

Retold interacts with people who comment, helping to build a community and creates a clear line of communication between business and consumer.

The use of #retoldvintage provides consistency within the Instagram feed and Retold’s branding. There is an opportunity to use more hashtags, however the minimal usage represents the simple and straight to the point branding of Retold.

LIKES: 382 COMMENTS: 6 ENGAGEMENT RATE: 1.035%

These Instagram posts are promoting Retold’s bridal services, clearly communicated through the white colour scheme.

The images show both secondary and primary imagery, showcasing inspiration for the collection. The image of the collection only provides a sneak peak, which leaves the audience intrigued to find out more, as well as ensuring the garments still hold some mistique for customers purchasing the products.

These captions are slightly longer, updating consumers on the business and creating a conversation with the reader. Phrases such as ‘thoughtfully hand-selected’ are used to communicate the care and time going into selecting the perfect pieces.

The number of comments vary, so Retold could look to ask the reader more questions in the copy to encourage more comments and responses.

LIKES: 469 COMMENTS: 26 ENGAGEMENT RATE: 1.320%

LIKES: 393 COMMENTS: 14 ENGAGEMENT RATE: 1.085%

This Instagram post is providing styling examples and tips to followers, as well as promoting a collection launch.

Multiple images provide more for the viewer to look at, holding their attention for longer and leaving an impact. The post also communicates the versatility of vintage clothing, encouraging new consumers, helping to build a community and creates a clear line of communication between business and consumer.

Retold gives personal opinions and uses personal terms such as ‘loves’ to create a rapport with the audience and show personality. Retold could ask the audience their favourite look to engage them further and increase comments. LIKES: 637 COMMENTS: 30 ENGAGEMENT RATE: 1.779%

This post is promoting Retold’s physical presence, its studio in Walthamstow, London. The studio is used primarily for bridal meetings, with the general vintage collections also on show.

Having a physical presence provides a way for consumers to see collections and garments in person, however if the audience wish to visit, it’s perhaps more restrictive for those outside of London which makes the target audience of the post more specific.

The caption updates the audience, so they are aware of all online and physical manifestations of Retold.

LIKES: 275 COMMENTS: 6 ENGAGEMENT RATE: 0.749%

Both Instagram posts include brand inspiration, giving an insight into the style influences behind Retold and continuing the carefully curated brand aesthetic on the Instagram feed. Inspirations range from old Vogue photoshoots to interior and artwork, showing the potential for Retold to position itself as an online cultural hub and community.

LIKES: 223 COMMENTS: 4 ENGAGEMENT RATE: 0.605%

LIKES: 269 COMMENTS: 27 ENGAGEMENT RATE: 0.789% LIKES: 466 COMMENTS: 16 ENGAGEMENT RATE: 1.285%

These Instagram posts are showcasing coverage which Retold has received through press outlet Women’s Health, and influencer @sarikathakorlal. Reposting coverage shares positive news about the brand with followers, and shows them where they can see Retold featuring in press. This also helps to show the popularity and create a buzz around the brand, presenting Retold as an on-trend choice.

The post about Women’s Health directs the reader to where they can find these featured products. The influencer post uses the #retoldrehomed hashtag, which promotes Retold’s consignment services, where customers can approach Retold to assist in selling vintage items.

This Instagram post contains a video of a vintage trench being put on. The post is promoting an upcoming collection drop of trench coats, requested by followers. This clearly communicates that Retold listens to its consumers and the type of product the audience wants. The video helps to keep the audience’s attention for longer than an image, and shows the movement of the product.

The caption is quite long and not all consumers will spend time reading the full post, so to avoid missing information the launch date of the collection could be at the top of the post.

LIKES: 414 COMMENTS: 24 ENGAGEMENT RATE: 1.168%

Retold posts numerous Instagram stories on a regular daily basis, helping to create a constant line of communication between brand and consumer.

The stories provide some behind the scenes and exclusive previews of collections for upcoming launches, as well as promoting the various physical presences of the brand, such as their studio and pop-up events. The photography features natural lighting and colours which reflect the natural brand aesthetic.

Social Media Audit|Facebook

Retold has a Facebook page, however it is very inactive in comparison to its Instagram, and the most recent post was from August 2020.

As a small brand it is often easier to streamline social media offerings and focus on creating regular evocative content for one channel. Alternatively, Retold could link the platforms to enable a post to appear on both platforms.

The photography is simply styled using carefully placed colours and garments to create aesthetically pleasing content.