St. Patrick’s day is set to drive $5.3 billion in spending in 2018, according to the National Retail Foundation. We look at the social media insights on top brands and publishers to understand what content was successful last year, and how we can learn from them.Â
It’s nearly St. Patrick’s Day, otherwise known as the time of year when the masses, Irish and otherwise, begin to dust off their faded green t-shirts and pints of Guinness and claim that their great-grandmother was Irish on her father’s side, and that makes them just as Irish as WB Yeats, thank you very much.
In short, St Patrick’s Day is an immensely popular holiday, and it’s a great opportunity for brands and publishers alike to bring attention to themselves with appropriate content.
We’ve got you covered with all the data insights you need to take advantage of the event. As they say in Ireland, ‘Tús maith, leath na hoibre’, or for those non-Gaeilgeoirà amongst us, ‘a good start is half the work’. Basically, the more prepared you can be to capitalize on the content trends, the better, and we’re here to help.Â
Which brands produced successful St. Patrick’s Day content? Â
We did an analysis of the social performance of food, alcohol, travel, and fashion and beauty on St. Patrick’s Day. Unsurprisingly, Guinness was the brand that overperformed compared to the others, but there were a number of other interesting insights as well.
Much of the top publisher content came in terms of advice about how and where to celebrate, with lists of restaurants, bars, and even the best cities to celebrate in featuring heavily.
As is often the case, the Fashion and Beauty vertical performed particularly successfully on Instagram, particularly for brands, with posts from brands such as Doctor Martens and Maybelline featuring in the top ten in terms of all Instagram content celebrating the day.
All this and more can be found in our ‘St. Patrick’s Day: What to know for 2018’ report, which you can download in full here.
