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TNNA Survey Says: What to Post on Social Media

Posted By Inda Hart Wood, Hart Business Research, Monday, April 18, 2016
TNNA Survey SaysTNNA Survey Says is a biweekly series of articles featuring useful business advice based upon the TNNA State of Specialty NeedleArts 2016 surveys of more than 15,000 fiber artists, retailers, and wholesalers.

What Content to Post on Social Media in 2016

Fiber arts businesses should post the following kinds of content on social media: new products and patterns, how-to tips, sales and special offers, and product reviews. Fiber artists typically want seven different kinds of content, so vary your posts according to each segment’s preferences below. Don’t bother with photos of recent store events, funny stuff, or quizzes. What are retailers posting? Most fiber arts retailers already post new product announcements and sales but relatively few post product reviews and how-to tips. This is an opportunity to outshine your competitors on Facebook, Ravelry, and elsewhere.

Curious which social media are used most often by fiber artists? Read the previous edition of Survey Says, Social Media to Use in 2016.

Percentage of knitters and crocheters wanting retailers to post these kinds of content on social media, 2016:

content for knitters, crocheters

Survey question was “What kinds of content would you like your favorite yarn and needlework stores to post on social media such as Facebook?”


Percentage of weavers and spinners wanting retailers to post these kinds of content on social media, 2016:


content for spinners, weavers

Survey question was “What kinds of content would you like your favorite yarn and needlework stores to post on social media such as Facebook?”


Percentage of needlepointers wanting retailers to post these kinds of content on social media, 2016:

content for needlepointers

Notes: Graph includes only content requested by more than 33% of respondents. Fewer than this selected profiles of local fiber artists (29%); photos of recent store events (28%); fiber art from museums, galleries, international, etc. (26%); contests (18%); funny stuff (15%); and quizzes and questions (12%).
Survey question was “What kinds of content would you like your favorite yarn and needlework stores to post on social media such as Facebook?”


Percentage of cross-stitchers and embroiders wanting retailers to post these kinds of content on social media, 2016:


content for cross-stitchers and embroiderers

Survey question was “What kinds of content would you like your favorite yarn and needlework stores to post on social media such as Facebook?”

  • Sources: TNNA Fiber Artist Survey (results released April 15), TNNA Needle Arts Retailer Survey (results available May 1)
  • Freshness: Fiber artists surveyed January 25 to February 15, 2016. Retailers surveyed February 23 to March 28, 2016.
  • Respondents: 15,288 fiber artists and 309 yarn retailers in USA

 More information: http://www.tnna.org/?Survey2016


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