How H&M made its Google+ page No. 1

The Swedish clothing retail chain is in more than 500,000 people’s circles, more than any other brand. Pictures and videos got them there, experts say.

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The biggest brand on Google+ isn’t Coca-Cola or Disney or Starbucks, the top three on Facebook. It isn’t even Google itself. Since Google opened up its social media platform to brands in November, the company that most users have added to their circles—530,000 and counting—is Swedish clothing chain H&M.

“At Google+ we have chosen to focus on inspiration,” says Jennifer Ward, a spokeswoman for the company. “Nice images, films, and, of course, a lot of fashion.”

Ward says H&M doesn’t discuss the specifics of its social media strategies. However, Jonathan Rick, director at Levick Strategic Communications, says he sees what they’re doing.

“H&M’s approach to Google+ is spot-on: lots of pics of people sporting H&M clothes, together with a quick caption. Even better, H&M includes a link to buy the given clothing.”

Rick and other experts picked up some other key elements to H&M’s strategy on Google+, and laid out how Google’s platform differs from Facebook.

Post photos, and often

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