March 1st – 7th
This Instagram post is another example of content that makes up a big portion of Oxfam’s feed. It is a feel-good story from a volunteer who works at an Oxfam bookshop. The caption is her speaking about finding an old book that just so happened to have a photograph featuring her father on the cover. These posts are often better at generating engagement, since they are more relatable to the common UK audience. Many of their posts do not garner any comments at all, but this one has seven comments all similar to “What a wonderful story!” These types of posts also function as advertisements for their more niche stores like book stores or vinyl stores, since people now have a more positive attitude toward it.
It is interesting to compare when Oxfam posts the same thing on multiple platforms how they perform. It was very smart to post this same story on Facebook, where users are generally older, and more susceptible to be touched by a feel-good story like this. The Facebook post has double the amount of likes, comments, and shares than the Instagram version. Oxfam encourages comments on posts like these because they always reply to thoughtful comments and show they have a positive and direct relationship with their consumers.
Libby's Social Media Blog 