In my last post I discussed the way that the brand Nike used Instagram. I was not surprised that Nike has 98+ million followers on Instagram, but was surprised that it appeared that they either did not care about their Instagram account or if they just did not know they were using it wrong and only posting about once a month. In this post I am going to examine and compare the different ways that Nike is using their other social media platforms, such as Twitter, Facebook, and Youtube, to the way that they use Instagram.
Instagram: 98.9 million followers, 726 posts
Twitter: 7.9 Million Followers, 36.5 thousand tweets
Facebook: 33.6 million followers, about 62 posts a year
Youtube: 1.8 million subscribers
Nike Rocks On Twitter
Nike posts about 19 tweets per day on twitter mostly in the morning, and slowly morethorighhout the day if something necessary comes up. Most of their posts on twitter are promotional stories about athletes that have accomplished high accolades in their specialty. They also tweet about new products they are releasing for example, a new pair of shoes or athletic apparel.
According to sproutsocial.com, you should tweet multiple times a day and Nike does a good job of that. They also say that you should be able to easily identify how your target audience is when you are posting content for your business. I also think that Nike does a good job of that because they promote the athletes that they sponsor whenever they make a good accomplishment, which makes Nikes customers then want to purchase the apparel that those athletes are wearing. Overall, Nike does a very good job keeping up with their Twitter account by using best practices.
Nike Gets Facebook Right Too
Nike Uses Facebook a little bit different then they do their other social media accounts. Within their main account “Nike,” they have side accounts like “Nike Football.” By using separate side accounts, it brings more views to their brand because it is easier for their followers to find exactly what they want — if they want football content they can go to the football page, and if they want baseball content they can go to the baseball page. Another good way that Nike utilizes their Facebook page is for marketing and branding. Another difference is the way they choose what kinds of photos and videos to upload onto the site. The photos and videos that they post are related to the products that they sell. These photos and videos are then shared by their followers and provide them with a free way of huge advertisement.
According to socialmeaditoday.com, video is the most important thing to post on Facebook for businesses. They say, “Video remains the best performing post type on the platform, generating some 59% more engagement than other post types”. Nike does this on Facebook and shows they are using Facebook the correct way. They also suggest that the best time to post on Facebook is in the evening, and Nike is lacking that because they seem to be posting everything in the morning. I think that Nike is doing good on Facebook and if they make some little changes they can go from doing good to great.
Nike Is Best At Youtube
Nike has done a really good job on Youtube and has 1.8 million subscribers. Even though there other social media platforms blows the amount of Youtube subscribers out of the water, it’s a different kind of platform that doesn’t need to rely on followers or subscribers. Think about it, how many Youtube channels do you subscribe to but still watch their videos. Nike is killing it on Youtube ever since they had one video go absolutely viral. The video that they posted “Winners Stays” used the three steps of content for success on Youtube which are hero, hub, and hygiene content. That video brought them to the sixth most subscribed and ninth most viewed brand on Youtube according to observer.com. That video is what changed the amount of viewers everyday traveling to their site. They got ahead of every apparel company when it came to using Youtube and the impact it can make on a company.
According to digitalmarketinginstitute.com, you should “build videos around a single keyword/topic/” Nike does a good job with this by using easy keywords for people to come around in their searches leading them to their videos. Another one of their best practice suggestions is “Get Branded”. They say, “So your content is great. But is your channel itself visually appealing?” Nike’s Youtube page is branded well. It is laid out well, making it easy to navigate and find the videos that you are looking for easy to get to. The most important best practice that they describe is “push for subscriptions”. This is what Nike does best on Youtube. As I discussed before they have 1.8 million subscribers and they are ranked number six with the most subscribers on Youtube. Nike is really killing on Youtube and I think this is their best social media platform.
All Of These Are Better Than Instagram
As it is pretty obvious from this post, Nike does a much better job on these three social media platforms than they do on Instagram. They post much more content, and keep up with daily chores to keep their accounts up to date unlike their Instagram account. I was pretty surprised to see how much better Nike does on these other three platforms compared to Instagram (as I examined in my first blog post), because they were doing awful with their practices there.
After reading this post I am interested to see what you guys think. Do you think that this is a good comparison? Leave a comment below and let me know what you think about Nike’s social media practices. If you like this post, please share it!
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