Lately I’ve been following brands on social media more closely, partly because of my growing interest in Social Media Marketing strategies and partly because of my loyalty to certain brands. Nike’s presence on instagram lately proves again how well they leverage social platforms for marketing. Here are three things they are doing really well:
- They are on trend.
Light painting techniques are growing in popularity. The recently released Pixelstick is something that caught my attention but before I could even contemplate how to incorporate this type of technology into my work, Nike beat me to the punch with a series of portraits on their instagram feed that are generating a lot of engagement. Disclaimer, I don’t know if a pixelstick was used for these photos or not, my point is that Nike remains on trend.
2. They use video effectively. The social media marketers at Nike seem to have a good sense of when a narrative is necessary to improve or enhance their message and they leverage the video capabilities of Instagram to relay these narratives when necessary. Some of Nike’s highest engagement is coming from these videos.
3. They understand that everyday athletes can inspire as much as, or more than the superstar.
Nike’s Instagram posts that showcase everyday athletes are generating high levels of engagement. They show everyday athletes in environments that you or I might find ourselves in, creating a deeper and more personal connection to the brand. This is evident in the comment thread. The approach by the numbers is as effective as showcasing superstar athletes.