61/100
Zara solved the format puzzle — 93% carousels, 2.47× the engagement of video. The format is right. The audience can't tell a Zara post from a Pull&Bear post until the caption loads. Picking the right format isn't strategy. It's table stakes.
Median engagement rate of 0.037% is low in absolute terms but consistent for a global mega-brand of this scale. Not alarming. Not exceptional either.
Carousels dominate at 93%, product content sits at 46%, and the register is mostly neutral. A solid mix on paper, but with few explicit hooks and no recurring narrative signature.
Posting cadence is steady at 8.7 posts per week with no major gaps. Reach is present-tense, not viral-tense.