It’s always about how many followers you have on Instagram, isn’t it? That’s how we really measure fame today. And as you might already know, Nike is winning all the celebrities and brands at the moment. It has over 31.6 million followers, which is more than… you name the celebrity. But the intriguing part is not the numbers, but the content that is being shared and the reason why it remains in the same position (always 1st) in most of the online top-lists. Why? What kind of magic potion do marketers at Nike have to be always triumphing on Instagram?
According to Business Insider’s interview with the CEO of Laundry Service, Jason Stein (who happens to work with Nike on their Instagram strategy) and digital strategist at Huge Inc., Tyler Starrine, the online success of Nike does have pretty reasonable explanations. The key is in the content. Valuable content that doesn’t advertise or tell the mission of the brand, but shows it. Nike is not about impossible missions or wishes that never come true. It’s about Just Doing It. Challenges that everyone can overcome, especially physical challenges that can often have metaphorical meanings as well.
According to the experts, it’s about inspiring. We all get this, and it actually seems pretty easy until you sit at the desk of the marketer and try to make it happen in a tasteful and beautiful way.
Stein hints that “commitment to premium content” has always been in the focus of Nike’s content strategy. The main reference is made to Michael Jordan and Spike Lee TV spots. But even now, if you take a careful look at every ad Nike releases, the message is not commercial at all, it always tells the same story, but in different ways.
You think celebrity endorsement does the job? Nike definitely has an entire budget for this, but, again, their Instagram account is not all about celebrities. Images of regular people running, walking, climbing, lifting, etc… the faces of your brand don’t have to be famous for you to get more users.
Finally, Nike’s main account is receiving traffic from many sub-accounts like @nikebasketball, @nikerunning, @nikefootball, @nikewomen, and more. In return for traffic, all those pages are equally being updated with the same valuable content, making you become a loyal Nike fan. Even if you haven’t purchased anything yet, you will at some point.
You probably think that this kind of valuable but expensive content strategy can be pulled off only by a giant company like Nike, and you’re probably right. A single image that conveys a non-commercial meaning, is in tune with the brand’s mission, inspires the users and also gets you on the top 5 list of best Instagram accounts, is definitely very expensive.
But it’s important to mention that images and online posts are not the only ways Nike reached this level. It’s due to the consistency in its messages. Be it TV, online, mobile, or offline ads, it always sticks to the same style. And that’s why if you see a magazine ad and then visit Nike’s Instagram account, you won’t be disappointed, you’ll click Follow!
Photo courtesy of @nikewomen