Workout gurus and yoga influencers are found in all corners of Instagram. While individuals build up followings and influence their audience, what are brands doing to stay relevant? It takes a mix of constant posting endurance, flexible strategy and tenacity to reach new heights in the fitness world. Let’s take a look at how five fitness brands are winning at social media.
Lululemon
This powerhouse fitness clothing brand brings a multi-pronged approach to their social media and digital marketing efforts. Lululemon is known for their leggings but the company makes a variety of fitness clothing and takes the time to engage with their audience. The feel of the online experience matches the in-store one and it’s clear a lot of thought goes into their social media planning.
Their Instagram account is by far the most popular of their social media accounts. The company frequently features stories from the community. These highlights serve a few different functions. In the below example, it showcases the company’s social impact program.
Additional benefits from highlighting members from the community include cross-promotion of the members’ efforts and providing inspiration for Lululemon’s audience. Their audience is a mix of people and among them are potential yoga teachers. Giving examples of community members who are succeeding in their careers while wearing Lululemon clothing provides further inspiration and encouragement to an audience that is likely to be highly engaged with their products.
On Twitter, Lululemon likes to serve up short, tongue-in-cheek Tweets right alongside engaging conversation. The company also frequently retweets Lululemon Men, their local city accounts and other causes they support.
Treat goals like coconuts. Hit them hard, crack them open, celebrate. #lululemon
— lululemon (@lululemon) September 17, 2018
