Social Media Audit of ASOS
Isabella Rubolino
ASOS is a UK-based online fashion retailer that has a mission to provide young people with the confidence to express themselves through fashion. Their social media plays a big role in how they reach their customers, with a total following of over 20 million across their social media platforms. They use their platforms to reach their primary demographic, people in their early to late 20s. Though this blog focuses only on the main @asos account, ASOS also has separate pages on the major social platforms to showcase their men’s clothing. (@asos_men)
On Instagram, ASOS has 14.8 million followers and the account is verified. The content ranges from photos to videos and they they post a mixture of professionally created videos and photos to images of real customers wearing ASOS designs. Instagram is by far their most popular platform and is used to reach the most people. Their most recent post from the time of writing this was one day ago, February 27, 2024. They are active on Instagram, typically posting at least once a day. Their Instagram is very trend-forward, and they tend to play into current social media trends, as evident in their most recent post. The only recommendation I would give about their Instagram account would be to consider a more cohesive post aesthetic. Looking at major competitor ZARA, who has a consistent neutral-toned aesthetic, I would suggest ASOS consider following their example. Their Instagram seemed slightly messy to look at, and I think it would fit in more with a professional brand to have some type of theme.
On Facebook, the account has 5.9 million followers and is verified. The posts on Facebook mostly consist of reels of customers or influencers wearing ASOS designs. These reels are their most popular content, ASOS is active on Facebook, with their most recent post being February 28, 2024. I did notice that ASOS has significantly fewer followers on Facebook as opposed to Instagram. This could be because most of ASOS’s target demographic (people in their teens and 20s) are not very active on Facebook as a whole. What I would recommend for their Facebook account would possibly be to post more informational content. I would also recommend they do not rely so heavily on unprofessional content provided by customers. Having professionally created content can go a long way in showcasing a brand and brand image.
X
The case for X surprised me slightly. When I went to search for the account, I found it was deactivated. I was able to find the X account for the men’s wear collection and accounts for other countries, like Japan, but the main @asos account was not found. It would be my strong recommendation that ASOS does everything they can to get a new X account. This puts them at a disadvantage to their competitors, as they are missing out on a whole channel of content they could be providing, X is also often the place for brands to respond to major social issues, so ASOS does not have the capability to do this at the current moment.
Image showing @asos on X does not exist.
TikTok
On TikTok, the account has 2.1 million followers and is verified. The TikTok account seems to be relatively newer in terms of the other social media profiles. The posts on TikTok are videos displaying a range of content, from style inspiration to unboxing videos. ASOS posts in TikTok frequently, with the most recent post being from February 27, 2024. The TikTok account seems to follow Instagram fairly closely but seems to have a more playful edge to it, which I think fits the TikTok platform well. As of now, I would not offer any recommendations for the TikTok platform. I think the type of content ASOS provides there fits their target demographic, as well as the main demographic of TikTok.
“ASOS is an online retailer for fashion-loving 20-somethings around the world, with a purpose to give its customers the confidence to be whoever they want to be.”
Excel file detailing the audit and a SWOT analysis of ASOS social media.