From the iconic Swoosh logo to the “JUST DO IT” slogan, Nike is in fact the most recognizable brand. Not only are they known for their sportswear and sneakers, but they are also labeling themselves as a lifestyle brand.
Today, Nike’s presence and high level of engagement on their social media channels have had a big impact on the brand’s performance, from image and branding to sales.
To many brands, the use of social media has become a crucial and ongoing daily activity to engage with customers and give them a voice while generating more leads and revenues.
In all industries, brands are now investing more time and money into developing their social media accounts to build a larger community and brand recognition.
Being socially active has become an essential part of not only marketing strategies but businesses as a whole; from branding to advertising and storytelling.
Nowadays, fans often use social media platforms like Facebook or Twitter to follow their favorite players or teams. What better way to reach more viewers than by being present on the most important social media platforms? Nike understood this strategy perfectly.
"Our goal is to connect with the consumer where they are. And that's by delivering the right message to the right person at the right time, by getting our fans to participate and interact with us in a spontaneous and direct way” said Nike’s Director of Digital and Innovation, Jesse Stollak during an interview with Mashable.
It is apparent that every social media platform addresses different needs and attracts different target audiences hence each platform needs a strategy that Nike understood and implemented right away. This article shows you the implementation of these strategies and how Nike managed to build its own community.
Let’s discuss first how Nike uses Facebook to bond with its community.
Like many global brands, Nike has a Facebook page for each of its product categories like Nike Football, Nike Basketball, Nike Running, and several others. The reasoning behind this strategy is simple, it would be difficult to gather people that support and like the different sports and categories, and would be very difficult to create curated content for each.
Content on all of their Facebook pages is regularly updated, with pictures, videos, sports news, and training exercises to inspire and encourage viewers from all over the world.
Let’s examine how Nike uses Twitter to provide exceptional customer service
Same as for Facebook, we can find several Twitter accounts related to Nike following the different categories. However, it’s important to highlight that Nike has created a page dedicated to conversations, @NikeSupport, which response to hundreds of daily tweets by creating means of communication with its consumers. For all questions, inquiries, help, or others, Nike answers personally, pertinently, and quickly. When it comes to “customer relationship and support”, we now understand why Nike is number one.
Let’s discuss how Nike uses Instagram to project its ideal picture
Compared to other brands, Nike was very quick-thinking to understand and seize the opportunity that Instagram has to offer. Today, Nike is at the top of the game when it comes to the marketing strategy on IG which has led their account to be the 16th most-followed account on the platform. Without taking into consideration celebrities’ accounts and Instagram’s account itself, according to Fashion Network magazine, Nike is the first most followed brand with Starbucks coming in second. Instagram is the most important social network for Nike as it is a vital part of their Social Media Strategy.
Let’s understand how YouTube gave Nike a global visibility
It is undeniable that when it comes to video content Nike is at the top of the game! They master the skills of marketing and content creation by regularly using the right talents/celebrities and investing a big part of their budget in. Nike’s videos have an international, multi-generational, and aspirational reach. They are mostly short films like “The Winner Stays” released in 2014, an advertisement that features Nike’s top players like Cristiano Ronaldo, Neymar, Wayne Rooney, and several others which have over 95 million views on YouTube. Due to the nature of the platform, their channel is mainly used to upload video content and campaigns while using public figures and influencers. Nike is currently the 6th most followed brand on YouTube.
"The Winner Stays"
Let’s discover how Nike uses Tiktok to deliver audience engagement
TikTok has emerged as a new power in the world of social media. It's growing at a very fast pace attracting a younger target (mainly Gen Zs) that is actively taking part in the challenges and interacting with each other's content. As soon as Nike realized that Tiktok was going to be a big asset to their marketing strategy, they directly took the chance to be one of the first brands active on the platform. The first challenge they created was targeting young women to push them to start moving again. They created the “Stop at Nothing” challenge in which Nike athletes were paired up with TikTok influencers to create sports-inspired dance moves that leverage the power of engagement and user-generated content to get women moving. Today, Nike has 1.9M followers on Tiktok.
Nike’s content on social media is always captivating and intriguing and inspires audiences from all around the world. Nike has used social media as a new way to motivate people to discover themselves, new things, and different lifestyles. As per the slogan, it inspired their audience to get up and “Just Do It”.
Let’s not forget about the power of the Nike athletes which have become brand ambassadors that inspire millions of people around the world.
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