This post is part two of a series on optimizing social content. To read the intro post, click here. Stay tuned for additional posts in this series.
If you read the intro post, you know we’re talking about the importance of taking a respective approach to different social channels like Facebook, Pinterest, Instagram and Twitter.
Let’s take a look at some brands that are doing social right. That is, respecting each channel for what it is (and what it isn’t).
Nike, in general, does a great job of finding the distinctions within its brands and knowing when to talk about them separately, who those audiences are, and how to approach them. But for the purposes of this discussion, let’s focus on Nike Women. When you visit Nike’s website, Women is merely a category of product. On social media, however, the subdivision of the brand comes to life.
Autoplay features are challenging brands to stay relevant by weighting this type of content heavily in the news feed. Nike Women caught on quickly and created socially snackable videos (approximately 15-30 seconds in length) from its current campaigns to translate the message into this space, and in a way that it is most likely to reach the largest audience. Here’s a 15-second spot pulled from its current #BetterForIt campaign:
Unique in its virtual bulletin board format, pins don’t have an image length limit. Many brands don’t take advantage of this, and often use the same image they just posted to Facebook or Twitter. Nike Women has a good mix of product, lifestyle, and training content on Pinterest, as well as incorporating their athletes in these types of pins. Training content in particular is where Nike Women takes advantage of the vertical capabilities of the channel, creating challenges and workouts all within one graphic:
Time and time again, Instagram has proven to be a challenge for brands. This is a channel where you really don’t want to make the mistake of feeling too promotional. This channel is also a great example of listening and learning within a platform before you start pushing out content. Content that performs well in Instagram usually consists of one or more of the following:
- Great photography
- Laydown shots (also known as knolling)
- Detail shots
- POV photos
- Moments that feel real
Nike Women’s approach to this channel has clearly taken into account the types of content that perform well in this space, as well as what people expect. For example, it doesn’t post highly promotional content, yet you can see product woven into every shot. This ties into a key element of social — finding how your brand fits into people’s everyday lives. It even does a good job of including content that is part of the evolution of the channel: micro-video. Take a look at some of the examples of Nike Women’s Instagram content below:
From customer service to news updates, Twitter is known best for its real-time interactions and its brevity. Twitter for brands creates an opportunity to have a conversation with followers, solve concerns or complaints, send mass updates (product or otherwise, often driving to a website or landing page) or just to simply be relatable.
The only thing better than going to the gym is going to the gym when you didn’t want to. #betterforit
— Nike Women (@nikewomen) May 15, 2015
Nike Women has also taken advantage of the updates Twitter has released (from in-feed photos, gifs, and now video) to showcase products in a variety of ways:
— Nike Women (@nikewomen) May 20, 2015
A platform that brands are still dipping their toes into is Tumblr. With half of its total users aging 16-24, many brands with a millennial target audience are jumping on board to appeal to fans in a new and different social space. Some consider Tumblr the chameleon of blogs, with distinct post types ranging from text to video:
Tumblr was one of the first social platforms to support gifs, and has a variety of themes available for free or purchase that allow users and brands to create a very personal experience on their page. Nike Women jumped in and took advantage of the many content types. I recommend visiting its page yourself so you can see the gif animation come to life, and it will also make more sense how it has approached the channel with respect to the types of content that work best in the space.
Stay tuned for additional posts in this series. What are your favorite brands in social?