how sportswear brands engage customers during holiday season
TRANSCRIPT
Table of Contents
• Industry Insights
• Leaderboard
• Most active on Social Media
• Audience Size
• Facebook Posts vs. Engagement
• Tweets vs. Engagement
• Instagram Posts vs. Engagement
• Facebook – Average Estimated Reach and Impressions
• Facebook – Organic and Promoted Posts
• Twitter Campaigns
• Instagram Hashtags
• Customer Service (Reply Time and Response Rate)
• Timing Analysis
• Most Engaging Holiday Content on Facebook, Twitter, Instagram
• Key Takeaways
Industry Insights
• With a growth rate of 19%, Reebok Women enjoyed the highest fan growth rate on Facebook.
• Taking 1 hour, 51 minutes and 41 seconds on average, Lululemon replied the fastest to customers' Tweets.
• Outdoor Voices had the highest follower growth rate of 24% on Twitter.
• Among all the photo Posts on Instagram, the X-Pro II filter type had the best engagement.
• The average length of a YouTube video by a sportswear brand is 1 minute and 54 seconds.
• Adidas had the highest follower growth rate of 18% on Pinterest.
Leaderboard
Network
Highest Audience Size
Converse
(37,297,106)
Nike
(6,733,964)
Nike
(68,308,781)
Highest Growth
Reebok Women
(18.98%)
Outdoor Voices
(23.57%)
Reebok Women
(22.24%)
Highest Engagement
Reebok Women
(991)
Nike Football
(902)
Nike Women
(738)
Most active on Social Media
Network
Most Number of Posts
JustFab
(261)
Reebok
(396)
Outdoor Voices
(231)
Most Number of Likes
Jordan
(1,543,479)
Jordan
(205,340)
Adidas Originals
(20,029,215)
Most Number of Comments
Jordan
(37,042)
Adidas Originals
(8,955)
Adidas Originals
(115,898)
0.00M 20.00M 40.00M 60.00M 80.00M
Nike
Adidas Originals
Jordan
Adidas
Nike Basketball
Puma
Nike Sportswear
Converse
Nike Run Club
Nike Women
Instagram Twitter Facebook
Audience SizeConverse had the largest audience size on Facebook with 37,297,106 fans. Nike had the most number of
followers on Twitter (6,733,964) and Instagram (68,308,781).
Facebook Posts vs. EngagementJordan published the most number of Posts on Facebook (122). Reebok Women received the highest
engagement (991) on Posts that centered around their ‘bemorehuman’ campaign.
0 100 200 300 400 500 600 700 800 900 1,000
Reebok Women
Nike Basketball
Nike
Nike Women
Puma Football
Adidas Running
Jordan
Reebok Classic
ASICS
Nike Run Club
Number of Facebook Posts Engagement
Tweets vs. EngagementNike Football tweeted 14 times and received the highest engagement score (902). The brand’s Tweets were
predominantly about men’s football cleats during the NFL season.
0 100 200 300 400 500 600 700 800 900 1,000
Nike Football
Under Armour Football
Nike
Puma Running
Jordan
Adidas Originals
Nike Court
Wilson Tennis
Head Tennis
Reebok Women
Number of Tweets Engagement
Instagram Posts vs. EngagementNike Women received the highest engagement (738) around the launch of their new sneaker boots for the
winter season.
0 100 200 300 400 500 600 700 800
Nike Women
Puma Football
Wilson Tennis
Jordan
Puma
Under Armour Football
Nike Court
Nike Basketball
Nike Football
Nike
Number of Instagram Posts Engagement
Facebook –Average Estimated Reach and ImpressionsNike had a double win with both the widest Reach (2,975,973) and the most Impressions (4,942,719).
0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000
Nike
Nike Basketball
Jordan
Nike Football
PUMA Football
Adidas Originals
Adidas
Nike Women
Reebok Women
CONVERSE
Avg Est. Reach Avg Est. Impressions
Facebook –Organic and Promoted PostsJustFab had the highest number of organic Posts (248), while ASICS had the highest number of Promoted
Posts (28) on Facebook. The most engaging Post by the latter was around the launch of their limited edition
NYC marathon shoes.
0 50 100 150 200 250 300
ASICS
Adidas Originals
Jordan
Adidas Running
Reebok Women
JustFab
HEAD Tennis
Nike Sportswear
Wilson Tennis
Reebok Classic
Organic Posts Promoted Posts
Twitter CampaignsUnder Armour Football’s campaign #ShamrockSeries around the Notre Dame football series, received the
highest engagement on Twitter (944).
3
1
16
33
1
3
3
0 200 400 600 800 1,000
#ShamrockSeries (2016) (UA Football)
#JustDoIt (Nike)
#Heretocreate (Adidas)
#IWILL (Under Armour)
#MondayMotivation (UA Women)
#Appreciationnation (lululemon)
Converse Essentials collection (Converse)
Number of Tweets Engagement
Instagram HashtagsReebok’s #bemorehuman was the most used hashtag on Instagram, while Nike Court’s #techpack was the most
engaging (795).
1
15
12
13
20
6
23
12
18
102
0 100 200 300 400 500 600 700 800 900
#techpack (NikeCourt)
#nikewomen (NikeWomen)
#choosespeed (Puma Football)
#airjordan (Jordan)
#playloud (Puma Football)
#TennisBallTuesday (Wilson Tennis)
#iwill (Under Armour Football)
#AJXXXI (Jordan)
#pumawomen (Puma)
#bemorehuman (Reebok)
Number of hashtags used Engagement
Customer Service –Reply Time (in minutes)
Lululemon had the fastest reply time on Twitter (1 hour, 51 minutes and 41 seconds ).
0 50 100 150 200 250 300 350 400 450 500
Lululemon
Under Armour
Under Armour Football
Converse
Adidas Originals
Adidas
Nike Run Club
Nike Women
Jordan
Nike
Reply Time on Twitter
Customer Service –Response Rate
JustFab had the best response rate on Twitter (110%).
0% 20% 40% 60% 80% 100%
JustFab
Fabletics
Lululemon
Adidas Women
Reebok Women
Outdoor Voices
Reebok Classic
Nike Run Club
ASICS
Nike Women
Response Rate on Twitter
Most Engaging Day of the Week Snapshot
Network
Adidas Monday Monday Sunday
Adidas Originals Thursday Tuesday Tuesday
Adidas Running Monday Monday Sunday
Adidas Women Wednesday Wednesday Friday
ASICS Sunday Sunday Sunday
Converse Thursday Friday Friday
Fabletics Wednesday Thursday Wednesday
Most Engaging Day of the Week Snapshot
Network
Jordan Wednesday Wednesday Wednesday
JustFab Monday Sunday Saturday
Lululemon Tuesday Monday Monday
Nike Tuesday Thursday Tuesday
Nike Basketball Sunday Sunday Saturday
Nike Football Saturday Thursday Saturday
Nike Sportswear Friday Saturday Tuesday
Most Engaging Time of the Day Snapshot
Network
Adidas 10 AM-11 AM 3 AM-6 AM 6 AM-7 AM
Adidas Originals 6 PM-7 PM 3 AM-6 AM 6 AM-7 AM
Adidas Running 12 PM-1 PM 3 AM-6 AM 5 AM-6 AM
Adidas Women 2 PM-3 PM 3 PM-6 PM 7 AM-8 AM
ASICS 1 PM-2 PM 3 AM-6 AM 10 AM-11 AM
Converse 9 AM-10 AM 6 PM-9 PM 9 AM-10 AM
Fabletics 12 AM-1 AM 3 PM-6 PM 6 PM-7 PM
Most Engaging Time of the Day Snapshot
Network
Jordan 6 AM-7 AM 6 AM-9 AM 9 PM-10 PM
JustFab 9 PM-10 PM 12 PM-3 PM 4 AM-5 AM
Lululemon 8 PM-9 PM 9 AM-12 PM 1 AM-2 AM
Nike 3 PM-4 PM 3 PM-6 PM 9 PM-10 PM
Nike Basketball 2 AM-3 AM 9 AM-12 PM 7 PM-8 PM
Nike Football 8 AM-9 AM 6 AM-9 AM 8 AM-9 AM
Nike Sportswear 5 PM-6 PM 6 PM-9 PM 7 PM-8 PM
Most Engaging Holiday Facebook Posts
Wilson Tennis
Click here for Wilson Tennis’ Facebook Post
Wishing you a very Merry Christmas and
Happy Holidays.
ENGMT. LIKES COMMENTS SHARES
474 1,229 18 106
Fabletics
Click here for Fabletics’ Facebook Post
Fabletics wants all women to achieve
their New Year goals, so join now and get
your first 2-piece outfit starting from $10!
Lululemon
Click here for Lululemon’s Facebook Post
Embrace the cold in warmth that breathes.
Discover the Run for Cold collection.
ENGMT. LIKES COMMENTS SHARES
254 2,745 159 99
ENGMT. LIKES COMMENTS SHARES
349 2,217 114 128
The 12 days of Cleatmas: Happy Cleatmas
to all, and to all a good night.
Click here for UA Football’s Tweet
ENGMT. FAV. REPLIES RETWEETS
1,000 688 2 239
Most Engaging Holiday Tweets
From all of us to you, Happy Thanksgiving.
#ProtectThisHouse
Winterized protection for breathable
warmth. The Tech Fleece AeroLoft
Jacket sets the cold-weather
standard. #techpack
Click here for UA Football’s Tweet
ENGMT. FAV. REPLIES RETWEETS
1,000 1,512 8 529
Click here for Nike Court’s Tweet
ENGMT. FAV. REPLIES RETWEETS
667 611 6 196
Under Armour Football Under Armour Football Nike Court
Black Friday week is still going strong!
Shop the sale in stores and online.
Click here for Fabletics’ Instagram Post
ENGMT. LIKES COMMENTS FILTER
536 6,211 73 Normal
Most Engaging Holiday Instagram Posts
Channeling our inner #DiscoQueen this
Halloween. What is everyone else
going as? #Halloween #Cos..
Click here for Wilson Tennis’ Instagram Post
ENGMT. LIKES COMMENTS FILTER
805 7,679 84 Normal
Click here for Reebok Women’s Instagram Post
ENGMT. LIKES COMMENTS FILTER
928 13,745 202 Normal
Fabletics Wilson Tennis Reebok Women
Who else is playing a little tennis this
Christmas Eve?
Key Takeaways
• Professionally captured photographs of sports apparel helped brands engage well on Instagram.
• Sportswear brands receive 2x more engagement on Instagram than on Facebook and Twitter.
• Retail brands promoted 10% of all their Facebook Posts.
• On Twitter, Tweets around holidays and contests resonated well with the audience.
• Brands received the best engagement on Posts that centered around the launch of their new activewear
products on Facebook.
