Home / Internet Marketing News / 5 fitness brands winning social media

5 fitness brands winning social media


Workout gurus and yoga influencers are found in all corners of Instagram. While individuals build up followings and influence their audience, what are brands doing to stay relevant? It takes a mix of constant posting endurance, flexible strategy and tenacity to reach new heights in the fitness world. Let’s take a look at how five fitness brands are winning at social media.

Lululemon

This powerhouse fitness clothing brand brings a multi-pronged approach to their social media and digital marketing efforts. Lululemon is known for their leggings but the company makes a variety of fitness clothing and takes the time to engage with their audience. The feel of the online experience matches the in-store one and it’s clear a lot of thought goes into their social media planning.

Instagram

Their Instagram account is by far the most popular of their social media accounts. The company frequently features stories from the community. These highlights serve a few different functions. In the below example, it showcases the company’s social impact program.

Additional benefits from highlighting members from the community include cross-promotion of the members’ efforts and providing inspiration for Lululemon’s audience. Their audience is a mix of people and among them are potential yoga teachers. Giving examples of community members who are succeeding in their careers while wearing Lululemon clothing provides further inspiration and encouragement to an audience that is likely to be highly engaged with their products.

Twitter

On Twitter, Lululemon likes to serve up short, tongue-in-cheek Tweets right alongside engaging conversation. The company also frequently retweets Lululemon Men, their local city accounts and other causes they support.

In between the one-liners, customer service is performed with Direct Message links and customer engagement is maintained with conversational questions. While their Twitter account is used in many ways, it’s consistently apparent is that they listen to their customers and respond, both of which reinforce brand loyalty.

Brand takeaways

  • Highlight community members who have inspirational stories to share with your customers.
  • Inspirational Tweets can be short and sweet.

Crunch Gym

With over 265 franchise locations across the world, Crunch Gym is known for its no-judgment, varied offerings and services. While franchise locations can have their own social media accounts, the Crunch corporate account provides plenty of content to get inspired by.

Instagram

On Instagram, a frequent topic is one exercise that’s presented by a Crunch personal trainer. Each video has bold text overlaid so they’re easy to find and includes the #CrunchGetsPersonal hashtag.

These videos serve as quick tips for those who are looking to add to their gym workout routine and highlight their personal training program. Personal training is an add-on to the membership fee so this free information sharing is a great bonus for those who can’t afford the add-on or are still undecided on it.

To go a step further, their Instagram account also includes Story Highlights for gym newbies. Topics like “Planks 101” and “Foam roll” provide basic, easy-to-follow tips from their gym trainers.

Facebook

The Crunch Facebook Page includes several points of sales for potential customers at varying levels of commitment.

crunch facebook

The call-to-action button says, “Sign Up” and a tab is labeled “Crunch Guest Pass.” The one-day free trial is a nice offer for those who are still deciding if it’s worth it to join.

crunch ad

In addition to offering the permanent guest pass, Crunch also runs location-targeted ads that feature a 7-day pass offer. This extended offer is certainly more appealing and then geographic targeting helps them narrow their audience down. A narrower audience also creates an opportunity to add on interests and topics specific to that region. Perhaps the gym wants to target vegetarians in the Los Angeles area but not New York. Running the same offer in different areas to different people gives them space to customize.

Brand takeaways

  • Give small doses of helpful information to educate your audience.
  • Create different opportunities for signing up.

Nike

It would be remiss to not mention Nike in a list of fitness brands who are dominating on social media. This clothing and accessories brand has a well-known slogan, logo and brand presence. Their efforts at storytelling in ads and videos have been studied by marketers around the world.

Instagram

On social media, Nike has a main account and several offshoots with more specific topics. The main account mostly features professional athletes wearing Nike-branded clothing with a sprinkling of product-forward posts.

nike-accounts

When the posts are videos, they dive into the athlete’s background and sources of inspiration. Usually, the brand is only visible through logos on a shirt or a flash of a shoe. You might be able to watch the whole video without realizing you’re watching a Nike ad. It’s only at the end with a logo or slogan that you realize it’s for a company.

Sneaker fans are in love with limited releases and are sure to follow news closely on social media. This collaboration sneaker was first released in-store at Humidity and then later at skate shops. This sort of release drives up demand and creates an urgent atmosphere for fans. Even better, pairing up with a local shop gives a little more focused credibility to a global brand.

Twitter

On Twitter, the brand engages a little more than it Tweets. Several of the photos and videos that are featured in their Instagram account also make showings on Twitter. They also take some time to respond to customer questions and issues.

Earlier this year, Nike chose Colin Kaepernick as the face of their 30th anniversary ad. This controversial campaign led to a lot of brand chatter and put them at the top of trending topics. Despite calls for boycotts, the company’s market value rose $6 billion since the campaign was released.

consumers' top emotional reactions to brands using social media to take a stand on social/political issues

This isn’t surprising considering the data around how brands taking a stand pays off. In a Sprout report, 44% of consumers who agree with a brand taking a stand on social or political issues will purchase more from a brand and 52% will show greater brand loyalty.

Brand takeaways

  • Use storytelling as a way to inconspicuously promote your brand.
  • Take a stand on a social or political issue that is important to your company.

8fit

This nutrition app company puts together customized workout and meal plans. The brand appeals to a wide range of people: travelers, beginner fitness enthusiasts and healthy eaters. Their approach is a little different between Instagram and Pinterest but it’s clear that image-forward is the way to go for their marketing strategy.

Instagram

On Instagram, the brand posts a mixture of cheeky, relatable jokes, workout tips and healthy eating recipes. The recipes are well produced, easy to make and tie in the app at the end. Even if you weren’t an app user, you could still make the meals.

View this post on Instagram

To all the sleepy heads out there. 🛌💤

A post shared by 8fit (@8fit) on

In addition to keeping consistent with their post topics, their website link leads straight to a website landing page. The page features a simple 7-question quiz at the end of which takes you to a personalized training program. It’s an easy introduction into their service and isn’t a big commitment for the user.

Pinterest

On Pinterest, 8fit organizes their boards into different types of meals, like “Healthy Smoothie Recipes” and “Healthy Breakfast Recipes.” The Pins are branded, optimized for Pinterest and easy to understand at a glance. Pinterest is an excellent network for the company as the food & drink category is one of the most popular. Pins in this category grew 46% in 2017 from the previous year and there’s no sign of stopping.


8fit’s target audience is big on Pinterest, so it made the network an ideal place to try out Promoted App Pins. With the ad campaign, the brand was able to receive up to 5% higher signup rates and up to 50% higher subscription rates than other platforms. The Pinners that signed up through the Promoted App Pins were found to be more valuable, as they used “the app more frequently and show stronger intent to subscribe to a paid membership.”

Brand takeaways

  • Don’t be afraid to mix a little fun into your posts. Jokes and memes can have a place in your brand.
  • Consider Pinterest as an advertising option if your target audience is there.

Spartan

A company that is based on the world’s largest obstacle race, Spartan also specializes in nutrition programs, wellness products and clothing. The main account focuses on the lifestyle component of the brand while Spartan Race covers the races and World Championship.

Instagram

On Instagram, Spartan posts race videos, inspirational quotes and conversational questions. They’re also not afraid to sprinkle a meme or two in there.

View this post on Instagram

Grow young with us. #beYOUthful #spartan

A post shared by Spartan (@spartan) on

The races take place all over the world and their mix of posts serve as encouragement to any future participant. There’s a feeling of kinship and community in the comments. If you’re not participating in a race, you’re either preparing for one or ready to watch one.

Facebook

Spartan’s Facebook Page heavily favors videos. Their races are streamed Live and have their own Show section that you can subscribe to. The Facebook Watch feature is similar to a TV program, except you watch the show on Facebook and you’re notified whenever there’s a new episode.

spartan live

With a combination of the streamed races and Live video posts of the athletes and course, the content is constantly updated and engaging. To extend the engagement, Spartan also takes advantage of topical groups.

spartan group

They have over a dozen specialized groups, ranging from geographic communities to various brand ambassadors. These serve as more community-driven hubs and offer up a chance for fellow Spartans to connect to each other.

Brand takeaways

  • Ask questions and post inspirational videos to encourage community engagement.
  • Use features like Facebook Live, Groups and Watch to enhance your brand’s experience.

Wrap-up

As these five examples illustrate, there are a variety of routes for fitness brands to find their audience on Instagram. Nationwide brands can tap into social as a way to reinforce and promote their unique brand voice and values. Brands with a local component can target and build community among local groups on social, while also getting out their message on an overarching primary account.

This post 5 fitness brands winning social media originally appeared on Sprout Social.

Click Here For Original Source Of The Article

Ads by WOW Trk

About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

Check Also

Lovestruck: Why We’ve Fallen in Love with B2B Content Marketing

Falling in Love with B2B Content Marketing

Once upon a time, in a land of rainbows, butterflies, and evil content overload, a gripping love story is unfolding.

But this love affair isn’t what you’d expect — it’s no “Romeo and Juliet” or “Sleepless in Seattle.”

Rather, it’s an unlikely courtship with a bond sealed by three little words: Business-to-Business.

That’s right. We’ve said. The secret’s out. For the last decade, we’ve been head-over-heels in love with B2B content marketing.

We know what you’re thinking. B2B can’t hold a candle to B2C. B2B is boring. B2B lacks sex appeal. But you don’t know B2B like we do—she’s a knockout and a showstopper.

via GIPHY

What’s so darn attractive about B2B content marketing? Let us remind you of all there is to fall in love with.

We’ve Fallen in Love With B2B Content Marketing Because ...

… It Forms Genuine (Love) Connections

Audiences are made up of people with specific needs and interests. Part of the challenge — and the thrill — is creating a B2B content marketing strategy that addresses those needs and interests to make our audience fall in love.

via GIPHY

“I love the ever-present challenge of speaking to our audience on topics they genuinely care about and in a way that really connects with them. Seeing big results really pays off all of the audience research and thought behind the content,” Elizabeth Williams, a longtime account managers, says.

And speaking of the real people we’re trying to woo with our content, those people are why Influencer Marketing Strategist Jack Fitzpatrick is enamored B2B content marketing.

“I love B2B content marketing because it is a constant reminder that businesses are made up of actual people,” he says. “When crafting an influencer marketing or social media campaign, we are creating content for people. Small businesses, large corporations, and every business in between, started with people having a vision and striving to reach it. That’s a powerful concept to me.”

[bctt tweet="I love B2B content marketing because it is a constant reminder that businesses are made up of actual people. - @fitzJackrick" username="toprank"]

… It Nurtures Buyers

Nothing is more rewarding than hearing those three little words from prospects and turning them into loyal companions thanks to our data-informed content strategies. Just take it from our Associate Director of Search & Analytics Tiffani Allen.

“What I love most about B2B content marketing is the journey,” she says. “It’s rarely transactional, but instead focuses on providing the right information at the right time. It’s almost like solving a puzzle. You have to analyze the prospect’s journey – not only through your own properties but in the digital sphere at large.”

[bctt tweet="What I love most about #B2B #contentmarketing is the journey ... It's like solving a puzzle. - @Tiffani_Allen" username="toprank"]

… It Combines Analysis With Creativity

Fresh out of graduating high school, I was confronted with the same question most graduates face: “What do you want to do with your life?” After courting professions like biology, psychology, economics, and several others, I struggled to find exactly what I was looking for. No occupation seemed to fulfill my need for a creative outlet and exercise my analytical mind. Until I found marketing.

B2B content marketing allows you to be both analytical and creative. Through analysis, you can uncover powerful content opportunities that produce desired results. And through creativity, you can make sure those content opportunities are executed in a way that excites and entertains audiences.

via GIPHY

This targeted, thoughtful approach is what helps keep the job interesting and drive such substantial results. Debbie Friez, Influencer Marketing Strategist, agrees.

“B2B marketing is targeted, so you can really look at how to move specific audiences to awareness of our client and buy from our client,” she says. “With my job specifically, I am able to work with influencers who may not have millions of followers, but are highly-regarded in their industry.”

[bctt tweet="#B2Bmarketing is targeted, so you can really look at how to move specific audiences to awareness of our client and buy from our client. - @dfriez" username="toprank"]

… It Presents Constant Learning Opportunities

Some of the best dates are where you and your partner experience new things together. And in B2B content marketing, every day can be a new experience, writing about fresh, emerging topics with varying levels of complexity. That is especially true for those of us that do content marketing for large enterprises or a content marketing agency

Our own creative content genius and Senior Content Marketing Manager Joshua Nite says: “I love the opportunity to learn new things. We have clients in finance, cloud-based software, IoT, healthcare... when we work on content with them, I get to learn about it all. It's endlessly fascinating.”

[bctt tweet="We have clients in finance, cloud-based software, IoT, healthcare... when we work on content with them, I get to learn about it all. It's endlessly fascinating. - @NiteWrites on what he loves about B2B #contentmarketing." username="toprank"]

… It Solves Problems

(Great) B2B content marketing isn’t just putting a message out there for the sake of it. It’s about solving a real, tangible problem for your ideal customers. That’s why Account Manager Jane Bartel is so enchanted.

“One of my favorite things about (good) B2B content marketing is that it's so focused on adding value for the audience,” she says. “More than in the B2C space, B2B content marketers are asking themselves, ‘is the content I'm producing going to help the person consuming it solve a problem?’”

3 B2B Content Marketing Programs We Fell In Love With

TopRank and B2B content marketing is a match made in heaven, and the evidence of our love is in the work we create. The below campaigns gave our team plenty of reasons to fall madly in love with B2B content marketing and we believe they’ll provide plenty of inspiration for you as well.

Prophix: AI in Finance

Interactive. Multimedia. Triple-digit increases. What’s not to love?

Several of our team members, including Josh and Elizabeth, are quite fond of our recent content campaigns for Prophix (including our AI in Finance interactive eBook) the most for the reasons listed above and more.

AI Finance Influencer Content Campaign

“We created something absolutely unique, with the audio plus the interactive interface plus our computer personality, Penny. I love that it's so original and, quite frankly, cool, and I'm proud of the results it's getting, too!” Josh said.

Elizabeth adds, “I have just LOVED working on our last few campaigns with Prophix. I love the partnership we have developed where we can bounce ideas off each other, get super creative with our concepts, and test multimedia formats and interactive content.”

Read the full case study to get a look behind the scenes at how our interactive content drove triple-digit results for Prophix.

SAP Purpose: Helping the World Run Better

Today, business is more about doing “good” than being “good.” In fact, purpose-driven businesses that strive to leave the world in a better state than they found it in have more loyal customers and also feel a stronger emotional connection to the brand.

Our team fell in love with sharing inspirational stories from purpose-driven businesses, NGO’s, nonprofits, and thought leaders for SAP this year through their SAP Purpose campaign.

Interactive Influencer Content Program Focused on Purpose

“Sharing the stories of these Forward Thinkers making a difference in our world inspired our team along with the members of SAP’s audience. Seeing these leaders converge on one project sharing their passions and pursuits was so powerful!” says Jack.

Hyper-Targeted Content Strategies

With continued opportunities to refine and make improvements, Jane Bartel loves our ongoing B2B content strategy programs for clients like DivvyHQ, LinkedIn, and more.

“The project I'm most in love with at the moment: Planning and building a collection of resources for one particular segment of a client's audience. It's targeted, valuable, and makes great use of new and existing content,” Jane points out.

A specific favorite among the team is the seo-driven B2B content program we’ve been working on in partnership with Antea Group USA, a leading EHS and sustainability consulting firm, for the past three years. We’ve made a consistent commitment to each other, and results we love are in the air. From 2017 to 2018, total blog traffic has grown a whopping 149%, and organic blog traffic has grown 183%.

One of the pieces we're absolutely gaga over is this piece featuring hot EHS tips from a Demogorgon.

EHS Tips from a Demogorgon

Plenty of Love to Go Around

B2B content marketing is the perfect partner. Our relationship has a solid foundation and we continue to grow together, instead of apart. It affords us the opportunity to learn. It nurtures our buyers. It helps us connect with target audiences. It solves important problems. What’s not to love?

We aren’t the only ones who love everything B2B marketing. For more inspiration, make sure to follow these B2B marketing influencers.

The post Lovestruck: Why We’ve Fallen in Love with B2B Content Marketing appeared first on Online Marketing Blog - TopRank®.

Leave a Reply

Your email address will not be published. Required fields are marked *

css.php