Analysing the online communication of Nike through different online platforms
Nike has a successful presence across all social media platforms, and it has more than 300 social media profiles. Its online communication strategy of Nike is unique and memorable. You can find Nike on YouTube, Facebook, Instagram, Twitter and other platforms.
Nike is one of the top players in the global sportswear market and it was expected that it can acquire a market share of 27.4% in the global athletic footwear market still 2025 (Statista, 2017). The organisation is also known for efficiently connecting with its customers on different social media platforms.
Nike has a different Instagram profile for different regions as it understood people’s culture differs from one region to another. Nike shares inspirational stories of athletes on its Instagram profile to connect customers with the message of the brand (Myers, 2020). It encourages customers to take sports activities by sharing the inspirational journeys of athletes [refer to figure 1]. The organisation shares journey of a female coach and how it empowers winners. It promotes its product by collaborating with social media influencers on Instagram. Recently, it has collaborated with Youtuber Nella Rose and shared its glimpse on Instagram [refer to figure 2].
Figure 1: Nike share story of Inspirational Coach
(Source: Instagram, 2020)
Figure 2: Glimpse of Nike’s collaboration with Youtuber Nella Rose
(Source: Instagram, 2020)
On Twitter, Nike communicates regarding its product by using different hashtags. The organisation informs its target customer regarding the product and its details through post and hashtag. On Twitter, the organisation also showcases its support towards different social movement like “Black Lives Matter” and “Stopping Asian Hate” by using hashtags (Voll, 2020). The organisation also informs about its new launch through Twitter. It has been identified that the organisation replied to customers complain and try to resolve their challenges on Twitter. Therefore, it can be determined that the organisation develop effective direct communication with customers through feature. However, the Twitter account organisation has less engagement of the public compared to Instagram irrespective despite having 5.1 million followers (Twitter, 2023)
Figure 3: Nike’s reply to customer complaints
(Source: Twitter, 2023)
YouTube
Nike systematically develop video content and upload them on its three YouTube channel including Nike, nikeskateboarding and Nike Football (Brand24, 2023). Nike shares its collaboration with celebrities in video format on YouTube which helps its customers to understand more about the product and its functionality in an entertaining way instead of the traditional video advertisement. It develops a series “What You are Working on” where it talks to athletes and dancers across the globe about their work which inspiring for viewers (Source: Nike, 2023). Therefore, Nike communicates more than about its product for making the communication process effective and engaging with target customers.
Figure 4: Nike’s YouTube Content
(Source: Nike, 2023)
The communication strategy of Nike on Instagram, Twitter and YouTube indicates that the organisation has a more effective presence on Instagram and YouTube due to lower engagement on Twitter. The organisation can develop content that encourages its follower to retweet or talk about it.
References
Brand24. (2023). How Effective is Nike’s Social Media Strategy? | Brand24. [online] Available at: https://brand24.com/blog/nike-social-media-strategy/#:~:text=Nike%20systematically%20produces%20video%20content,Cristiano%20Ronaldo%2C%20and%20many%20more. [Accessed 16 Feb. 2023].
Instagram. (2020). An inspirational coach. Fighting the corner for girls. Empowering winners in and out of the ring. When it comes to building confidence at @dwaynamicsgym, Coach Steph is undefeated Sign up to Nike Experiences via in bio and give boxing a fresh hit. [online] Available at: https://www.instagram.com/p/CoXerprNp1e/?hl=en [Accessed 16 Feb. 2023].
Instagram. (2020). The B.O.T.A Nella Rose is stepping into the ring for the first time Tap the link in bio to watch now. [online] Available at: https://www.instagram.com/p/CosQBmOOyhM/?hl=en [Accessed 16 Feb. 2023].
Myers, S., 2021. Instagram source effects: The impact of familiarity and likeability on influencer outcomes. Journal of marketing development and competitiveness, 15(3), pp.50–55.
Nike (2023). Yuto Horigome | What Are You Working On (E32) | Nike. YouTube. Available at: https://www.youtube.com/watch?v=RBLCePz-BVk [Accessed 16 Feb. 2023].
Statista. (2017). Nike’s global market share in athletic footwear 2011–2025 | Statista. [online] Available at: https://www.statista.com/statistics/216821/forecast-for-nikes-global-market-share-in-athletic-footwear-until-2017/ [Accessed 16 Feb. 2023].
Twitter. (2023). Available at: https://twitter.com/nikestore/status/1592230888200355840 [Accessed 16 Feb. 2023].
Voll, G., 2020. # DreamCrazy and# BoycottNike: A Content Analysis of the Twitter Debate.
