Thursday, March 31, 2016

Running a Great Campaign: Fitness brands particularly effective in motivating on Instagram

People want to see interesting, appealing, motivational content from the brands they are following and this is even more important for fitness brands. In order to make the users feel part of this fit community, they are curating visual content that speaks directly to their audience, whether it’s about running gear, weight loss, or a healthier lifestyle. And there is no better platform for this than a visual social media feed. Instagram thrives in this environment, and even surpasses Facebook, even if it is the largest social network. Users primarily use Facebook to keep in touch with family and friends and check the most important news, according to their interests. As fitness-related content decided to rely mostly on visual content, Instagram’s creativity, along with the audience’s willingness to be part of a community, made it an ideal platform to increase engagement and brand awareness. High quality images are appreciated by users, again, a reason why Instagram excels. Belonging to a community--strongly encouraged on Instagram---is favoured by the fact that users are more willing to engage with brands on Instagram. 68% of Instagram users embrace with brands regularly, with the percentage of dropping at just 32% for Facebook users.

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