Nike''s Instagram Strategy Dissection

02 June, 2021 (Wednesday)

About the brand: Nike, Inc. is an American multinational association that is involved in the design, development, manufacturing, and worldwide marketing and sales of apparel, footwear, accessories, equipment, and services.
The company’s world headquarters are situated near Beaverton, Oregon, in the Portland metropolitan area (USA). It is a major producer of sports equipment and one of the world’s largest suppliers of athletic shoes and apparel.

Nike is one brand that arguably has a massive impact, both online and offline. The brand has adopted to the digital age from the very beginning and has aggressively grown ever since. Through their constant customer engagements in various communities, meaningful story-telling, social conscientiousness, and constant innovation have attracted and enamored millions of social media users.

With more than 150 million followers on Instagram, Nike is one of the most followed brands on the app. The brand receives the highest engagement on this app. Nike aggressively indulges in influencer marketing by regularly collaborating with their ambassadors such as Roger Federer, Cristiano Ronaldo, Rafael Nadal, Travis Scott, Neymar, amongst others.

Nike also uses its brand hashtags on their posts which is widely used by millions of followers. They also created event hashtags like #Breaking2 for their campaign and #airmaxday for their product launch. They also use the app to introduce their latest products. Videos and teasers are released to boost product launches.

But it doesn't end there. Nike has various accounts on Instagram to connect with different communities and audiences. They've created pages for people different such as @nikewoman, @nikesportswear, @nikerunning, @niketraining, @nikenyc, @nikelosangeles, etc. This allows Nike to differentiate the communities and create customized content that the respective audiences would appreciate.

Although Nike isn't known for creating much topical content which is produced regularly on social media, it, however, makes an exception for any major sport event. Nike doesn't produce much of humorous or satirical content. It sticks to sharing visually aesthetic storytelling that connects with its viewers and doesn't hesitate from constantly creating campaigns on social issues such as race, gender disparity, unappreciation of mothers, etc.

When it comes to promoting their products, Nike doesn't stick to the traditional means of marketing. Instead of solely promoting the product, the brand tries to attract customers by talking about the vision behind the product -the kind of lifestyle the product is built for, the concept of hustle and grind- and the inspiration behind it.

Nike remains one of the biggest brands on social media through the unique connection they form with their users on Instagram. They're never about the product, always about the stories behind it and the connection they form with their users. Through aggressive customer engagements and producing A1 quality content, they've positioned themselves as being more than brands, a friend to their customers - making them humane and approachable.