Showpo: Monitoring and monetising social marketing

  • News
  • February 8, 2019
  • Courtney Devereux
Showpo: Monitoring and monetising social marketing

Online clothing retailer Showpo boasts an impressive social media reach, using different platforms to promote its brand to its audience of over two million. We spoke to chief marketing officer of Showpo, Mark Baartse, about the best way to market on social media and if he thinks influencers have longevity in a world ruled by ‘likes’.

With 1.1 million followers on Instagram, 880,000 followers on Facebook and 48,700 Youtube subscribers, it’s not a wonder as to why this pureplay retailer places a lot of importance on marketing through social media platforms.

“Having multiple channels really helps spread engagement,” says Baartse. “Social media marketing is about focusing on being where your customers are. It may be slightly different demographics on each platform, for example, Facebook is a bit older, and LinkedIn is mainly used for employment and b-to-b posts.”

Baartse says social media marketing will always be an important part of an online retailer’s overall strategy, but admits the amount it can be monitored, and monetised, can be difficult.

“There is really no magic tool to monitor how well posts perform; you have to do it yourself. Even we’re not using any particularity special tools. Just the most important part is that you are monitoring engagement.”

“One of the challenges with social media, particularly with organic social media, is that it is very hard to directly measure the impact of it. We may get lots of likes and lots of engagement, but how well that converts to sales we couldn’t put a hard number on.”

Some of the largest marketing budgets on social media are used for influencer marketing, a trend which Baartse says is fueled by consumers feeling like they can relate to the content.

“Consumers find their tribe, the people they aspire to be like. And those influencers are able to speak to them in a more authentic way because what you’re doing as a retailer is using that person’s voice and their own style.”

“It’s not like old school advertising where you have complete control, and you don’t want that complete control, you want that person to inject their personality into the content. And I think people relate to that”

Showpo uses a range of both micro and macro influencers, but says as a company its size, smaller influences often, “get lost in the noise.”

“When we pick them, we want someone who has the right style and matches our aesthetic. But then we consider their engagement and what sort of followers they have. Geographical locations come into it as well.”

“There are also various tools you can use to determine fake engagement. It is tricky, and it is certainly something that happens. But anyone using fake followers is just stupid, it actually hurts your engagement levels in the end.”

Yet despite the success of influencers and its apparent grip on advertising, Baartse expects the way they are used and employed to evolve with each social media platform.

“I think it does have longevity. I think it will look very different from how it looks now. I mean it's inevitable that Instagram is going to change its algorithms, to almost certainly penalise influencers. So, at that point, it becomes more like a celebrity endorsement kind of thing where you’re paying for the celebrity but you’re also paying for the media as well. With that, certain media requirements come in, I think the way people will approach that will be very different.”

“It’ll be different, harder for small players but definitely different.”

Like most businesses and media online, Showpo saw a drop in engagement following Facebook’s algorithm changes, Baartse expects more changes as the platforms continue to evolve.

“We noticed a drop-in engagement when those algorithms came it, but so did everyone else. Now that Facebook is pretty much 100 percent paid media, and with Instagram expected to follow later this year, at that point organic social media may become a thing of the past. But in return for that money in media, the platforms will give you better data.”

Baarste says no matter the size of your company, similar caution must be taken when it comes to social media marketing and using influencers.

“Just be careful with influencer marketing, there is a lot of people out there that want to take a lot of money for not doing very much. Make sure you’re selective very carefully and looking at the quality. It is really important to have a strong brand alignment.”

Baartse says brand working on social media need to talk less about themselves and more about the customer, as your audience, “don’t care about you, they care about themselves.”

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


InStyle names All Is For All’s Grace Stratton a ‘Badass Woman’

  • News
  • July 18, 2019
  • The Register team
InStyle names All Is For All’s Grace Stratton a ‘Badass Woman’

Grace Stratton, the 20-year-old founder of specialty ecommerce site All Is For All, has been named one of 50 global Badass Women by US glossy magazine InStyle. The list includes international celebrities like Mindy Kaling and businesspeople like Stitch Fix chief executive Katrina Lake.

Read more

Wellbeing in the workplace: Here's how its affecting your staff, and your bottom line

  • Opinion
  • July 18, 2019
  • Elly Strang
Wellbeing in the workplace: Here's how its affecting your staff, and your bottom line

Idealog editor Elly Strang recently spoke at the Magazine Publishers Association conference about the importance of wellbeing in the workplace, and the key takeaways from Wellness Month. She shares why it shouldn't be thought of as a luxury nice-to-have, like yoga classes, as research is showing it impacts on your bottom line, as well as some tips on how to create change in the workplace.

Read more

How HomeAR is incorporating AR into architecture design

  • technology
  • July 18, 2019
  • Courtney Devereux
How HomeAR is incorporating AR into architecture design

Many people struggle to envision plans from simple 2D renders and floor plans, as without a designer's eye, filling in blanks from imagination isn’t the most reliable method when it comes to something as important as building a brand-new home or store. Reactar has launched an augmented reality-based platform, HomeAR, to counteract this, which allows users to see and engage with homes in a virtual way, making the very personal process more reliable.

Read more

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Simon West is the new chief executive of Torpedo7

  • Who's Where
  • July 18, 2019
Simon West is the new chief executive of Torpedo7

Simon West, who has 20 years' experience leading companies like Ezibuy, has been appointed the chief executive of The Warehouse Group's outdoor retailer Torpedo7.

Read more

Bay of Plenty D2C Saltysea opens its first store

  • Design
  • July 17, 2019
  • Sarah Dunn
Bay of Plenty D2C Saltysea opens its first store

Stephanie Saxton has been selling cheeky swimsuits and ethical activewear online out of Bay of Plenty's Athenree since 2018. She's now opened Saltysea's first bricks and mortar store, the Salty Collective.

Read more

What the investment community thinks Kiwi businesses lead on the world stage with

  • News
  • July 16, 2019
  • Idealog
What the investment community thinks Kiwi businesses lead on the world stage with

Every business goes through a life cycle: start-up, growth, maturity and renewal, rebirth or decline. Once you’ve made it past the juicy, creative ideation stage and into the growth and maturity stage, the time for many comes to seek investment. But what do investors look for beyond a commercial return? And what do investors think New Zealand companies excel at when compared to our neighbouring countries around the world? Executive director of the Angel Association of New Zealand Suse Reynolds shares her top tips for those who are looking for investment.

Read more
Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit