Written by: Channing Nuttall
Nike is leaving its competitors in the dust when it comes to social following and engagement. With 6.9 million followers on Twitter, almost 28 million likes on Facebook, and 71.3 million followers on Instagram, Nike has a massive reach. Of course, they are a large athletic clothing retailer, so they are bound to have large amounts of followers, but how do they keep them engaged?
On Facebook, Nike almost always posts video clips about products, famous spokespeople, and fitness inspiration. This is valuable to the consumer because they are getting a visual display of the product as well as how it moves and performs. The videos can aid in making the consumer feel empowered. For example, their athletic hijab recently released and they added a video to empower Muslim women.
On Twitter, Nike has shorter clips and more images because they know that many users will not sit and watch videos on such a fast-moving platform. Nike also did an excellent job on Olympic coverage via social media for the last Olympic season. This engages its users because they are interested in athletics and the Olympics is the largest sporting event.
On Instagram, Nike can grab the attention of its followers by creating powerfully visual short clips and photography. They captivate their audience by placing their products strategically in scenarios and not making the scenes entirely about the product, rather the person that is using it and the performance situation they are in. While the company does well with what they do post on Instagram, they are not focusing their energy on the platform and sometimes go a couple weeks without posting content. This is a huge missed opportunity for the brand as they have an audience of 71.3 million they could be talking to multiple times per day. Overall, Nike’s online presence is strong because it is primarily high quality video content that is created by the company.