Things You Can Learn From Nike Social Media Branding Strategy
from Adam | 18th November 2020
It seems fair to say that Nike is the most popular and biggest sports brand in the world. They've been around for decades, supplying various sports and teams with all of the equipment they need, whether it's basketball shoes or tennis rackets. All of the equipment helps athletes to be competitive and perform at their best in their sport.
Like most brands, Nike has a strong presence on social media. It doesn't seem that necessary for Nike to have a proficient social media branding strategy. After all, they are easy to spot. But Nike too must remain relevant in the changing world. You can learn this from Nike's social media presence.
Let's take a look at Facebook first. Facebook has been around longer than Twitter or Instagram, but it's still a relevant form of social media. It seems to have bridged the generation gap from old to young, making it an excellent marketplace.
Nike, for its part, has more than one Facebook page. They focus on the different items users are looking for and have pages for individual sports like running and tennis. They also have a Nike + Run Club and other links to apps that they use. This really enables them to target individuals. Nike is way too big to only have one side. There would be no way to focus on all of your ways.
Regardless of the number of individual pages Nike has, they publish rather sparingly. Rather than inundating users with constant posts or ads, Nike only uses its Facebook marketing for its biggest campaigns. Even if they're not a continuous stream, there is a great amount of engagement with the posts as they appear.
Nike also only uses Facebook in a positive light. Of course, all brands want their pages to be as drama-free as possible, but Nike made a conscious decision with its Facebook page. Instead of mentioning the controversial Colin Kaepernick campaign, which appeared in both print and television, the ad campaign failed to make it onto their Facebook page.
The biggest lesson on Facebook is that Nike appeals to a target audience. The different campaigns allow them to focus on a demographic group of consumers, be it women or someone with a disability. When a consumer sees himself represented in marketing, it is a strengthening.
Although the format is different, Nike is still present on Twitter. On Twitter, Nike focuses more on post engagement than anything else. They monitor how many followers they have, but they also monitor how engaged people have been with every post they see.
What you can learn from this is simple: see if your marketing efforts are successful or if you need to change the way you post to improve your engagement with your target audience. Don't just make posts and then hope they succeed.
The way Nike uses Instagram should also be mentioned. Nike posts more often on Instagram than on Facebook. Instead of waiting for a big announcement to post, Nike posts to Instagram weekly. Instagram is naturally based on photos, which makes it a more attractive format for users who like it so visually.
Your takeaway from Nike's marketing on Instagram is the use of hashtags. While hashtags are meant to link topics or topics with one another, Nike uses them to build a community. The hashtags are meaningful and well thought out, so you'll want to easily share their posts on your own Instagram page. Hashtags are a great way to build a sense of ownership for the brand. When users feel they can relate to a brand, they are more likely to endorse it.
Ultimately, Nike is great at social media branding. You have shown that you need to be flexible and try different methods on different platforms. Instagram's method wouldn't work for Twitter. Instead, they approach each platform individually and address their audience individually.