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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.

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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.

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How to Intertwine Online & Offline Tactics to Cultivate B2B Influencer Relationships

Effective B2B influencer marketing is rooted in brands developing and nurturing relationships—relationships with individuals who have the relevant topical expertise, reach, and resonance to align with the goals of the brand.

Of course, those relationships are often cultivated in the digital realm via social media, email, and audio or video conferencing. And that's OK. We've all gone digital.

But there’s simply no replacement for face-to-face communication—and B2B marketers may have more chances than they know to proactively facilitate interactions or take advantage of in-person opportunities as they arise.

It’s time to bridge the digital divide. How? When? Where? Let’s dive in.

#1 - Highlight influencers and/or their brands with live event coverage.

B2B industry conferences and events are marketing gold mines. Not only do events give you an opportunity to have facetime with customers, prospects, and industry experts and influencers, but also the opportunity to create insightful (and influential) content.

If one or more of your warm or targeted influencers or another representative from their brand are delivering a keynote address or are part of a learning track that’s relevant to your audience, plan to attend their sessions and amplify the insights they share via social media, blog content, or both. Giving influencers this kind of thoughtful attention benefits everyone, helping you:

  • Deliver your wider digital audience with credible, relevant, and valuable content.
  • Capitalize on event engagement and reach.
  • Deepen your connections with existing influencer partners.
  • Help grow your partners’ influence among your audience and within the industry.
  • Get on the radar of prospective influencer partners.
  • Provide additional perspective and insight into who your current and prospective partners are, helping you further vet or find new connection points.

[bctt tweet="Cutting edge B2B influencer marketing focuses on both online and offline engagements. @konstanze" username="toprank"]

#2 - Conduct on-site video interviews at industry conferences and events.

Co-creating content with influencers provides influential experts with a medium to share valuable insights and gives your audience a mix of perspectives—upping your brand’s storytelling capabilities and credibility. Industry events and conferences provide the perfect platform for capturing original insights—especially on video.

Set aside the fact that video is an increasingly preferred learning and entertainment medium for modern consumers and buyers alike. When it comes to working with influencers, video can help capture their essence as well as their expertise. This can add a new degree of authenticity and credibility to their insights and resonate more deeply with your audiences.

Here’s an example from our own vault. While attending MarketingProfs B2B Forum in 2017, our team conducted a series of interviews with marketing experts and influencers, including MarketingProf’s own Chief Content Officer Ann Handley. The “Content Conversations” series covered top marketing learnings from the year, predictions for the coming year and decades, and tips and insights to finding success in the future.

[embed]https://www.youtube.com/watch?v=_kM1BMOSMpw[/embed]

*SAP’s video coverage of its own SAPPHIRENOW event is a fantastic example of how influencers can play an active role in bridging the real and digital worlds.

Working in partnership with SAP, Eric Kavanagh, CEO of The Bloor Group and a respected technology analyst, actually interviewed SAP’s own Chief Innovation Officer Max Wessel. This is just one of several unique examples from the conference.

[embed]https://www.youtube.com/watch?v=IITUVS34cec[/embed]

[bctt tweet="If you want content to be great, ask influencers to participate. @leeodden" username="toprank"]

#3 - Host a VIP appreciation and networking event.

There may be no better way to create meaningful connections than over good food, drinks, and great conversation. Whether it’s a cocktail hour, leisurely lunch, or sit-down dinner, inviting influencers to come together for a couple hours of relaxed fun is a great way to show your appreciation for their partnership, nurture prospective partners, and connect influencers with one another.

This is a practice that is near and dear to our hearts. We absolutely love the work we do and almost always carve out time for this while attending larger industry events. And of course, you can chronicle your interactions on your owned digital properties to let your audiences in on the fun. Here’s a little shot from our dinner at B2B Marketing Exchange 2019, courtesy of our CEO Lee Odden’s Instagram.

B2BMX 2019 Dinner

This sort of engagement can certainly be planned independently of any industry conference, but it can be yet another way to make the most out of your trip to an event.

[bctt tweet="Companies should approach influencers as partners, not just as people that they can use for their marketing efforts and launches. @AmishaGandhi @SAPAriba" username="toprank"]

#4 - Play matchmaker when the opportunity arises.

There will undoubtedly come a time during your work with industry experts and influencers where you can help them connect with one another. Whether they’re looking for insight, a new product or solution, or you’ve discovered two people share a common hobby or interest, take the lead on introducing them.

Why? Because you have the opportunity to provide more value. The relationship you’re cultivating needs to be mutually beneficial to go the distance, and helping influencers solve problems or grow their network has value written all over it.

[bctt tweet="We pride ourselves on cultivating and nurturing long-term relationships with our influencers … which means we are always looking to establish a ‘give to get’ exchange where all parties come out ahead. @ranimani0707 @adobe" username="toprank"]

#5 - Embrace the “show, don’t tell” mantra when it comes to influencer appreciation.

Your online efforts to nurture, engage, and showcase the expertise of your influencer partners are incredibly important. Your prospects are online. Your customers are online. Your influencers are online. The world is online.

But there is absolutely an opportunity to add a personal, human touch to show your influencer partners you care about and appreciate them. New job? Send a handwritten letter filled with well wishes. New baby? Send a congratulatory gift basket. New campaign launch? Deliver a tasty treat or bit of swag to give thanks.

A couple years back, we helped our friends at DivvyHQ introduce the world to Grandma Gertrude, as well as easy-as-pie recipes for content planning. Following the launch, we sent pies to the influencers who contributed their thoughts and insights.

DivvyHQ Pie for Influencers

[bctt tweet="Grow your influencer network long before you need them. The day to create an army of influential advocates isn’t the first day of the war. Find common interests and develop rapport. - @leeodden " username="toprank"]

Build a Bridge to Stronger Influencer Relationships

Influencer relationships are often cultivated in the digital realm. But they can be nurtured and grown to new heights in the real world.

Take advantage of any opportunity to spotlight, co-create, or connect with influencers at industry events. In addition, go the extra mile to create valuable, memorable connections. Taking action here not only helps you strengthen relationships and generate content for the digital world, but also plant the seeds of partnership.

What’s on the horizon for B2B influencer marketing? Check out Lee Odden’s rundown of seven B2B influencer marketing trends to watch.

*Disclaimer: SAP is TopRank Marketing client.

The post How to Intertwine Online & Offline Tactics to Cultivate B2B Influencer Relationships appeared first on Online Marketing Blog - TopRank®.

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