ENGAGEMENT

From personal analysis and research reports, it’s clear Nike has a certain directing style and message they want to push. By building tense and emotional stories through their mediums, they can engage with their audience by conveying deeper messages than just product.

Along with the recent introduction of TikTok and its rise to fame over Facebook and Instagram, Nike has channeled more of their energy into their TikTok production. As they have a 0.69% more engagement rate but with less followers. However, this balances out to be more successful when including all variable factors.

Their YouTube channel is their second biggest contender and delivers the highest engagement rate with comments and likes. As these are usually long-form content with emotional storytelling instead of TikTok’s approach which is short-form content which can’t grip an audience as well as long-form content.

In my opinion, I believe what Nike does best is their promotions through influencers. In the last 30 days alone, Nike has received 340,000 mentions across social media platforms, YouTube, and TV. Through these 340,000 mentions in the last 30 days, Nike has received 54 million social media interactions.

Like any business, using influencers can be a great influence! But Nike uses influencers to the best of their capabilities. With a large budget, effective research on their target audience, and a strong community, Nike is able to promote their brand not through their mediums but through other people. This is how they can spread a positive worldwide message through their campaigns like the Move to Zero campaign and the You Can’t Stop Us campaign while seamlessly advertising their products through other people. While their Instagram engagement is not high, it is still essential for their advertisement and engagement.

Among all of their campaigns and engagement strategies, there has been one that has stuck since the beginning of Nike’s journey. “just do it” With exercise, sports, lifestyles, and motivation. Just do it.

This phrase has been so popular that even videos not related to Nike, like Shia LaBeouf’s Just Do It video, are just as popular. Perhaps the phrasing is just perfect, but Nike has definitely found a slogan that is just as important as its own brand name. To keep up with engagement, Nike on average publishes nine videos a week across all separate mediums, surprisngly lower than i expected as it includes their short form content as well but we will get into why later.

These videos could be stories from celebrity athletes, behind-the-scenes training, marketing campaigns, and product advertising. Along with the Nike app, users are given more freedom and creativity when customizing their Nike sneakers, with the ability presented to them to edit its color, size, style, and hybrids of different pairs of shoes for a slightly more cost.

Engagement doesn’t mean bombarding your audience with promotions obviously screaming “BUY.” Nike has asserted self control in their uploads and has proven that less is more. When starting a company it is recommended you push as much as you can, but at the status of such a big brand like nike and it’s competitors. Quality is 100% more desired than quantity.

However, I believe this option granted to us is ingenious and allows more freedom to Nike’s audience. With all of their engagement tactics in place, Nike has built a trustworthy and loyal customer base. You don’t have to see it online to know that it’s in effect. Especially in Ireland and Britain, with the uprise of sport interest and cultural lifestyles, Nike has built a legacy-defining brand that manages to engage their audience Since 1971.