Comparative Analysis Of Two

Facebook pages
with Broad Commonness

Time duration of the study : One week( 4th February to 11th February)
Domain : Fashion / Lifestyle
Name of the brands(Pages) : Zara and Bewakoof
Tool Used : Fanpage Karma (Trial Version) for Statistics and Graphs
Zara
Facebook follower count: 31M
[Overview] Facebook page like: 30M

Zara is a Spanish clothing and accessories retailer with headquarters in Arteixo, Galicia,
Spain. It belongs to the Inditex group, the world's largest apparel retailer. The company was
founded in 1975 by Amancio Ortega and Rosalía Mera. Zara is known for its fast-fashion
clothing, which is inspired by the latest trends. The company has a very short design-to-
production cycle, which allows it to get new clothes into stores quickly. Zara has over 2,200
stores in 96 countries.

Collections: Zara has released several new clothing collections for Spring 2024, including
True Neutrals and Edition Deconstruct. They have also released Valentine's Day Collection,
ZW Collection, and Essentials for the Changing Season collections.

Target audience: Zara's target audience appears to be fashion-conscious consumers

worldwide who are looking for trendy and stylish clothing. Their age is between 18 and 35.

Overall tone: The overall tone of Zara's Facebook page is professional and stylish.
Bewakoof
[Overview] Facebook follower count : 4.8M
Facebook page like : 4.4M

Bewakoof is an Indian fashion brand known for its playful, quirky, and affordable take on
casual wear. Founded in 2012, Bewakoof caters to a younger demographic seeking unique
styles with a touch of humor and personality. They sell online, and for that, they have a
stronger presence on social media.

Products: Bewakoof sells a variety of clothing items, including jeans, joggers, and t-shirts.
They are selling Valentine's Day collection gift boxes.

Target audience: Bewakoof's target audience appears to be young Indians, aged between 16
and 34, who are looking for affordable and trendy clothing.

Overall tone: The overall tone of Bewakoof's Facebook page is playful and humorous.
What is their Content

Zara
The overall tone of Zara's Content is professional yet stylish. In the mentioned period, they only
posted Images/Photographs, which are captured very aesthetically. The contents are visually
appealing and well formatted. They have segregated the contents into 2 major aspects i.e.
Collections( Eg: Spring ‘24) and Purpose ( Valentine’s Day, Changing Seasons, etc.). They have
not posted any videos (Vertical/ Horizontal) in the mentioned period. They are posting one set of
photographs each day. As there is no variety in the content types, the whole engagement comes
only from the photographs they are posting. Zara is not using Hashtags at all but it seems like
they are using the word ‘Collection’ as a keyword. They have shared original content only.

Bewakoof
The overall tone of Bewakoof's Content is playful and trendy. In the mentioned period, they
posted Photographs, Graphics, and Vertical videos(Reels, vox pop) which are captured very
aesthetically. The contents are visually appealing and well formatted. They have emphasized the
contents into 3 major aspects i.e. Style and Trend and Comfort. They have posted Six Reels
(Vertical videos) in the mentioned period. One of those is Vox pop, which is a very trendy and
interactive form of content. They are posting more than 2 posts on average each day. Reels seem
to generate the most engagement. They are using a lot of Hashtags and the most used one is
#alleyesonyou but the hashtag #pinterestasthetic is generating the highest engagement. They have
shared original content only.
Analytics

Number of Graphics / Photos Videos / Reel Interaction Rate Post

posts Per day

16 10 6 0.00077% 2.1

7 7 0 0.0065% 1

*Number of posts

After a week of research, it’s obvious that ZARA posts once a day but BEWAKOOF posts twice a
day. Zara has no fixed time for posts whereas BEWAKOOF is more disciplined and frequent.
*Number of Reactions, Comments & Shares

Reactions
Zara: On average 1895 reactions per day they are getting which is 0.01% of their total followers.
Bewakoof: On average 34.4 reactions per day they are getting which is also 0.01% of their total
followers.

Comments
Although ZARA is not disciplined about their content posting, they are getting more traction
over posts. Maybe it’s because #boycottzara is trending in their comment section even after three
months they apologized for an ad campaign whereas, Zara is not replying to any of the
comments maybe because of the hate they are getting. so, we can see it’s one-way communication
where only followers are trying to communicate.

Remarks:
Zara’s comment section is mostly filled with negative comments.
The #boycottzara is recurring in the comment section.
Zara is not encouraging further discussion with their audience.

Whereas, BEWAKOOF’s comment section is mostly about return/refund policy and

inconveniences. The good thing about them is they convey their side of the message to those
unhappy customers. It shows Both-way communication.

Remarks:
Bewakoof’s comment section is mostly neutral.
The comment section is either blank or about return/refund policy and inconveniences.
Bewakoof is trying to resolve any kind of issues that their customers are mentioning in the
comment section.
Shares
Zara: On average 47 shares they are getting each day within a week period which is 0.0001% of
their total followers.
Bewakoof: In total they have got 4 shares within a week period.

Stories
None of the pages have used the story feature within the study period .

Live
None of the pages gone live within the study period .

Poll
None of the pages tried to engage with the audience using any kind of
poll within the study period .

Conclusion
Overall, Zara and Bewakoof are both clothing brands that target different audiences with
different products and price points. Zara offers a wider variety of clothing items and has a
more professional tone, while Bewakoof is more focused on trendy and affordable clothing
for young adults.

Content Strategy and Engagement:

Zara: Focuses on showcasing new collections and a wider variety of products. Their
professional tone might resonate with their target audience but may limit broader
engagement.
Bewakoof: Prioritizes engagement through user interaction (comments) and focuses on
specific trendy items. Their playful tone might attract a wider audience but may not project
a premium brand image.

Ultimately, the "better" brand on social media depends on the specific goals and target
audience.
If anybody prioritizes showcasing diverse collections and a professional image, Zara's
approach might be more suitable.

If anyone aims for high engagement and relatability with a young audience, Bewakoof's
strategy could be more effective.