The buying decisions of consumers today are based on social media posts on different platforms.
Let’s take an example of the biggest sports brand Nike, having a value near $16 billion. From the iconic swoosh logo to the ‘Just Do It’ slogan which is now part of pop culture, Nike is one of the most recognizable brands in the world. The brandslices through the messiness on social in an extremely brilliant way.
Utilization of the two biggest online networking platforms, including Facebook and Instagram, helps Nike to speak with its differing groups of onlookers.
Nike excels on Facebook
Like most worldwide brands, Nike has separate Facebook pages for every sub-brand incorporating golf, Nike+ Run Club etc.
Nike Football has a bigger number of Likes than its main account and considerably more than the Facebook page of its nearest equal, Adidas.
The brand has a devoted page for explicit item ranges like Air Max and Air Force 1, and in addition, a page explicitly centred on women’s products and its female athletes, Nike Women. The brand doesn’t exclusively concentrate on participatory games on social yet in addition to its most well-known sportswear lines. The latter one exhibits their acknowledgement of the unobtrusive contrasts between men’s and women’s relationship with it as a brand.
One key perception is that the brand utilizes Facebook much more sparingly for its natural social output. Since Facebook changed its calculation not long ago it shows that the organization is playing to the standards of the platform and just utilizing page posts for its greater campaigns. As Nike makes its biggest athletes and their achievements the focal point of its posts on the platform, posts still generate a lot of engagement through likes and comments.
This is maybe a consequence of huge sporting events like the World Cup, the NBA Finals, Wimbledon, and The Open where marquee Nike Athletes, for example, Cristiano Ronaldo, Lebron James, Serena Williams, and Tiger Woods became the overwhelming focus, along with these lines requesting interest and empowering pursues.
As more consumers look to social media as their first port of call for client benefit, it may be the case that Nike’s fans are making a beeline for its Facebook Page to get constant reactions from the organization or air any complaints in an open forum.
Nike uses Instagram
Reports suggestNike has the fourth largest following of any brand on Instagram, with 82.6 million followers onits main profile.
Nike utilizes its Instagram account more regularly than its Facebook Page, distributing posts on average about once per week. One purpose behind this could be the rising fame of the photograph/video-sharing platform, which achieved 1 billion monthly active users this year.
Another reason may be the exclusively visual nature of the platform, which is better suited to the high-quality imagery and video content the sports brand produces for its followers to consume.
The brand also keeps things consistent. They highlight the athletes or sports teams in their posts. Their posts and the concise copy have a clear, motivational tone of voice.
One product line that uses Instagram to great effect is Nike Running. Collective running and running clubs have surged in popularity in recent years due to their inclusive nature. Nike has capitalized on this by aligning its content on Instagram to reflect this behavioural shift.
Unlike Facebook, Nike doesn’t use Instagram to exclusively champion its diverse range of athletes.
Nike has utilized the functionalities by likewise playing around with IGTV. Nike has utilized the long-frame video highlight to deliver a progression of narrative-style recordings.
Working with standard individuals and not just widely acclaimed competitors and influencers. This is something the brand has done reliably, both online and offline, to extraordinary impact. Nike’s IGTV ‘docu-series‘, which started in September, has racked up a total of 1.4 million views.
A brand rival of Nike is Adidas, but it hasn’t even reached to match Nike’s ubiquity on Instagram. Success on Instagram remains a demonstration of the very vivid feel of its posts and its visual content.
Deepthi Raghunath
Well-known as a “Bengali in Sweans” due to the usage of Hindi in my talks I love creating and managing digital content to build relationships for organizations and individuals. Rest assured, my clients are always my priority.
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Shikha Dhimaan
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Vimal
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This blog is really Better Compare with other blogs
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This content is very interesting and quite helpful. Thanks for sharing.
Zoe Kent
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This is so true, Nike is really really good at using Social Media for marketing. In fact, more and more companies are moving to digital marketing for creating brand awareness and attracting customers.
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As a seasoned digital marketing expert with a wealth of experience in the field, I've closely followed and analyzed the strategies employed by major brands to leverage social media for their marketing efforts. My extensive involvement in creating and managing digital content for various organizations has provided me with firsthand knowledge of the intricacies involved in successful social media campaigns.
Now, let's delve into the concepts discussed in the provided article:
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Nike's Social Media Strategy: The article focuses on Nike's adept utilization of social media platforms, particularly Facebook and Instagram, to connect with diverse audiences and drive buying decisions.
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Nike's Facebook Presence: Nike employs a strategic approach on Facebook by maintaining separate pages for its sub-brands, such as Nike Football, Nike+ Run Club, and others. Notably, the article highlights Nike Football's larger following compared to its main account and even outperforming its competitor, Adidas, on Facebook.
Nike demonstrates an understanding of subtle gender-related differences in consumer behavior, evidenced by specific pages dedicated to women's products and female athletes. The company uses Facebook for larger campaigns, aligning with the platform's algorithm changes and generating significant engagement, especially during major sporting events like the World Cup and NBA Finals.
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Nike's Instagram Strategy: The article points out that Nike has the fourth-largest following on Instagram, with 82.6 million followers on its main profile. Nike's Instagram activity surpasses its Facebook presence, with more frequent posts. The rising popularity of Instagram and its visually oriented nature align well with Nike's high-quality imagery and video content.
Nike's Instagram strategy is consistent, often featuring athletes or sports teams, maintaining a clear and motivational tone in concise copy. The brand effectively taps into the popularity of collective running and running clubs, aligning its content with this behavioral shift. Nike also uses Instagram's IGTV feature for long-form videos, collaborating with regular individuals, not just famous athletes or influencers.
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Comparison with Adidas: The article draws a comparison with Adidas, a key rival to Nike. Despite being a brand rival, Adidas has not achieved the same level of popularity on Instagram as Nike. The success on Instagram is attributed to Nike's vivid and visually appealing posts, coupled with engaging visual content.
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User Comments and Social Proof: The article includes comments from users expressing appreciation for the content, indicating positive feedback and user engagement. Social proof, in the form of user comments, adds credibility to the discussed concepts.
In conclusion, Nike's social media success, particularly on Facebook and Instagram, showcases a well-crafted strategy that aligns with the unique features of each platform, resonates with diverse audiences, and effectively leverages visual content to create a strong brand presence.
