Various companies in the world use social media for brand establishment. Through the various social media platforms, the various companies advertise their products, promote the products and access the consumers. The companies also use the social media platforms to defend their products and improve the public image of their products, thereby, appealing to the consumers to purchase the items. Nike stands among the most profound user of social media in establishing its brand image. Nike was declared the most successful company with regards to use of social media in promoting the brand in 2018. Today, the company ranks second after GoPro Company among the social media users ( Fontaine, 2020) . The company’s use of social media is increasingly becoming higher and gains more following in the various social media channels that it uses in its brand building activities. The content posted include, texts, photos and videos which communicates information relevant to the company’s products and organizational information.
Nike uses all several social media platforms in advertising and establishing the brand. The company is too aggressive when it comes to developing its brand and keeping contact with the consumers. The company uses five different social media platforms including; Facebook, twitter, Instagram, Pinterest and LinkedIn ( Ravi, 2019 ) . However, the company’s usage of Facebook, Instagram and Twitter is more regular than it uses the other two platforms. As of 2018, Nike had a great following in twitter, Facebook and Instagram. The company’s twitter page had a total of 7.9 million followers, 92 million Instagram followers and about 33 million followers and the number of its followers was increasing at a tremendous rate in all the three platforms. The company fused on posting ads than public content, a behavior that shows its main interest is to increase its brand awareness among the target audiences ( Ravi, 2019 ) . Both videos and photos were posted by the company on its various social media pages so that the potential consumers could view the images and watch the videos and then make their mind about purchasing from the company.
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Part 2
Target Market
The company’s target audience was vast, with both males and female members of the social media community being targeted. The company aimed to attract the sports fans, especially those aged between 15 and 40, who actively engage in various exercise activities. The company also targeted at finding people who go to the gyms, go for the healthy morning and evening runs and get to present them with the quality products such as shoes, socks, track suits and sports trousers and shots. The company’s products can be used in various fields, including the gyms, during evening or morning runs among others. Since millions of the social media channels users engage in the activities, the company aimed to get their attention and convince them through displaying quality into purchasing the items it deals in.
The contents posted on the three main social media platforms used by the company were similar in various ways. For instance, the company posted behind the stage videos displaying the making of their items in all the three platforms. The photos of the items that the company posted in the social media platforms were also similar ( Fontaine, 2020 . Therefore, it can be concluded that the content posted by the company were similar from one social media platform to the other. The company was, however, unique on the way it posted on Facebook. The company has several Facebook pages, each used for posting different contents.
The frequency at which the company posts varies from one social media platform to the other. The company made more than 18500 tweets per year on it twitter platform. The count of posts was significantly higher than the 62 Facebook posts it had for the year 2018. Most of the Facebook posts that the company made were videos, with photos making just about 38 percent of its total posts. The frequency of posting on the Facebook page declined sharply since 2012 ( Ravi, 2019 ) . For the period between 2017 and 2018, Nike made 182 posts, 62% and 38% videos and photos consecutively.
Nike uses a smart strategy in increasing its following in all of its social media pages that are with the different social media platforms. Nike avails the links to its other social media pages so that the interested customers who might want to subscribe and view content posted on the other platforms can easily access them ( Cole, 2018) . Nike is aware of the fact that consumers never get tired of finding more about the brand. It attains this through providing links for the customers to follow its other pages on the other media platforms.
Although this is not clearly addressed, the findings reveal that Instagram is favored over Facebook and twitter by the company. The Instagram posts are so many and the company advertises through endorsing various high profiles celebrates with huge following on Instagram. While endorsement also occur though its twitter handle, Nike’s focus on endorsement on its Instagram page is more common. Some of the most commonly endorsed celebrities include Neymar Jr. and Christiano Ronaldo, both who are established figures in the sports ( Cole, 2018) . The company’s endorsement on Instagram is not limited to football players only but also extends to the other games that are popular among various populations in the world. The company considers posting photos and videos of the celebrities to appeal to the public and inform the public that its brand products are consumed by those they love in the sports industry.
References
Fontaine, S. P. (2020). Analyzing the Social Media Presence of Nike, Adidas, and New Balance Using Social Listening. https://scholars.unh.edu/cgi/viewcontent.cgi?article=1529&context=honors
Cole, S. (2018, December 5). How Nike uses Facebook and Instagram – Econsultancy . Econsultancy. https://econsultancy.com/how-nike-uses-facebook-instagram/
Ravi, K. (2019, October 10). How Nike became a leader on social media . Unmetric. https://blog.unmetric.com/nike-social-media
