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.
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.
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.
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"One breath is all it takes to create space between reaction and response. One breath can save a life." Quentin Mables grew up in one of Chicago’s toughest neighbourhoods, an area where youth are exposed to gun violence every day. His experiences inspired him and his co-founders to create @igrowchicago. Their organization helps children and young adults go from “surviving to thriving,” by hosting yoga classes, mindfulness experiences, job readiness programs, tutoring and community dialogue. Through #heretobe we get to provide yoga teacher training and financial support to @igrowchicago. Learn more about the work of our social impact program—link in bio. #internationalyogaday #idy2018 #lululemon
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.
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.
Treat goals like coconuts. Hit them hard, crack them open, celebrate. #lululemon
— lululemon (@lululemon) September 17, 2018
You don’t need to carry it all.
— lululemon (@lululemon) June 14, 2018
Don't worry—we'll always be here for you, Sabrina.
— lululemon (@lululemon) September 25, 2018
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.
- Highlight community members who have inspirational stories to share with your customers.
- Inspirational Tweets can be short and sweet.
Connect with your audience using Sprout’s engagement features
Sprout’s engagement features make it easy to keep up with your audience and respond to every mention on a personalized level.
As replies from across social networks are gathered into our single Smart Inbox, your team can work efficiently by leaving notes on specific profiles, and avoid duplicating work with our Collision Detection feature.
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.
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.
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It's time for some Medicine Ball Slams! This is both a strength training and cardio exercise that is guaranteed to get your heart rate up and stress levels down. Allow your hips to finish behind you to ensure you're using your full body. Aim for sets of 10 and have fun slammin’ it! #CrunchGetsPersonal
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Check out these Elevated Suspended Lunges with Personal Trainer @bellesfitness. Start by grabbing some weights, kettlebells and dumbbells work great. Position yourself on a suspended pad or bench, and elevate one leg. Stand up tall. Slightly hinge forward while squeezing your shoulder blades together. Find a spot on the floor to focus on for balance. Lunge all the way down to a pad. Push up through the heels of the stabilizing leg, and squeeze your glute. Take a deep breath in and lunge. Exhale when you stand up tall, always keeping your gaze focused on the same spot on the floor. #CrunchGetsPersonal
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.
The Crunch Facebook Page includes several points of sales for potential customers at varying levels of commitment.
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.
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.
- Give small doses of helpful information to educate your audience.
- Create different opportunities for signing up.
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.
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.
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.
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.
Great question. The Structure 21 would be a great shoe to use for your marathon. It features a firmer foam on the arch and a softer foam on the outer side, which creates the right amount of stability and protection. Let us know if we can answer any additional questions.
— Nike (@Nike) August 25, 2018
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.