There are 700 million monthly Instagram users and one billion Instagram posts liked every day. Instagram engagement levels are staggeringly high delivering 58 times more engagement per follower than Facebook and 120 times more engagement per follower than Twitter. It’s no wonder that all the major brands want in on the action and have begun focusing their marketing efforts on this platform. In fact, Nike’s determined efforts on the platform have garnered it nearly thrice the number of followers on Instagram than on Facebook.
Nike is clearly at the top of its game when it comes to marketing on Instagram. After all, it is the 16th most followed account on Instagram! Excluding celebrities and Instagram itself, it is the 2nd most followed a brand after National Geographic.
Let’s take a look at some statistics:
Followers: 73M
Posts: 900
Absolute Daily Growth: 851K
Growth rate: 1.2%
Analytics of the latest 20 posts:
Likes: 6.9M
Comments: 51K
Here are 5 lessons every brand – big and small – can learn from Nike’s Instagram Strategy:
Instagram is a visual storytelling platform. The best Instagrammers provide visually stunning stories that connect with the audience. Nike shares stunning content of athletes, inspirational stories and creative visualizations of their products that audiences enjoy.
Instagram inspires and motivates people to try new and different things – a cool recipe, a well-deserved holiday, a better lifestyle. Nike inspires their audience to get up and “Just Do It”. Learn from the inspiring stories of the biggest athletes and face their biggest enemy – themselves. Even their captions are highly motivational. The posts also inspire people to buy Nike products.
Nike has built a global community of athletes through Instagram. It has handpicked the best athletes to become ambassadors as Nike Athletes and inspired the masses to look up to them, train with them and grow with them. The ambassadors also post pictures of their Nike merchandise thus becoming influencers for their followers.
You will find various articles and blogs out there that will tell you to post 1-2 posts per day on Instagram. But they are only looking at one side of the coin. Sharing 2-3 high quality and breath-taking posts per month will give you a much higher ROI in the long run than sharing 30-60 low quality posts per month. Nike knows this and posts on average only 3 posts per month.
Despite its range of products, that’s not all Nike talks about. The lifestyle, the grind, the hustle, the victory… Nike inspires people to get up and change their lives to become fitter than they were yesterday. However, when they do talk about the product, they give an interesting twist to it like a stunning product teaser or talking about the vision behind an innovative product.
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