Breakdown of Gymshark’s Social Media Strategy
Here’s an in-depth analysis of Gymshark’s social media strategy for marketing and what B2C brands can learn from it.
Gymshark is the fastest-growing company in fitness apparel globally, loved by celebrities, athletes, fitness icons and regular gym enthusiasts. But what makes Gymshark so popular is its functional sportswear which wicks sweat, is flexible and durable. And, of course, it looks great.
But that’s not the only thing that helps Gymshark keep going. It also has a highly active and engaged audience on various social media platforms.
Let’s take a closer look at Gymshark’s social media marketing strategy across various channels.
Gymshark’s Social Media Strategy
Gymshark uses social media platforms to spread the needed awareness. Be it Instagram, YouTube, Pinterest, Facebook, and Tik Tok it uses these platforms to build brand awareness and customer retention in the fitness industry.
Gymshark on Instagram
If you look at Gymshark’s Instagram account, you’ll see that the page is filled with fitness enthusiasts wearing Gymshark clothing and busy lifting weights, using treadmills, or working out.
The brand regularly posts video content on its Instagram account. Isn’t that the best way to keep your audience in 2023? These videos include training tips, motivational content, infotainment, and more.
Apart from that, Gymshark also promotes its products through influencer marketing. We all know that influencer marketing is a great opportunity to boost your reputation, build social proof and trust within the audience to sell your products. When audiences see their favorite social media influencers wearing Gymshark products, they are more likely to buy.
Many B2C companies believe that hashtags are no longer important in its marketing strategy. But it’s not entirely true. Using branded hashtags still plays an important role in increasing engagement & brand awareness, especially on social media channels like Instagram. Gymshark uses #gymshark on all Instagram posts to help people discover its brand organically and drive traffic.
Takeaways:
- Leverage influencer marketing for brand awareness to drive positive brand image and customer acquisition.
- Use brand hashtags on Instagram to increase engagement and brand awareness.
- Focus more on Instagram video content as it helps your brand stay ahead of the curve.
Gymshark on Twitter
The online world is filled with endless content, and it can be difficult for a B2C brand to stand out. Adding humor to your content can help you differentiate and grab your target audience’s attention.
Take a look at Gymshark’s Twitter account. The page is full of memes and one-liners. The brand uses popular meme formats to create content around its brand and drive engagement.
Not just that the brand also engages with the audience by asking them questions and engaging in conversations that any fitness enthusiast or gym go-er would relate to.
Even though the brand uses Twitter to advertise its offers and promotions, it avoids using normal marketing language. Check out this Twitter post where the brand announced a 60% off deal with no marketing fluff or excessive promotional content. We loved this strategy.
Your relationship with customers doesn’t end at a transaction. Customer retention is the key to growing your B2C business in 2023 and beyond. Hence, it’s important to make your customers feel valued. Thus, Gymshark has made sure to reply to customer comments, thank them from time to time, and answer its queries instantly.
Takeaways:
- Remember, customers are people, after all. Unleash your creativity and make your B2C content more engaging.
- Twitter is a great platform to connect with your audience and answer queries.
- Start delivering valuable content to redirect traffic to your offers.
Gymshark on Facebook
Gymshark’s Facebook marketing strategy is all about engagement and community building.
The brand uses Facebook’s familiar meme format, which includes multiple “options” and asks followers to react. This is a smart way to drive engagement and get to know your audience better. If your business isn’t doing enough to retain customers, 54% would consider leaving you.
Unlike many other B2C brands, Gymshark doesn’t focus on promoting products on Facebook but posts content relevant to its audience.
For example, check out this post where the brand created content about “different types of people between sets.” Many of you regular gym go-ers may now know someone who can relate to it or tag them in the post to increase engagement.
To keep its audience motivated, the brand posts videos related to workout regimes, tips, tricks, etc.,
Meme sharing isn’t the only engagement strategy the brand uses on Facebook. It also seeks answers from customers by creating questions such as “Name a Gymshark collection that starts with A.” This is a great way to help people discover your branded products and keep customers engaged.
Best of all, the brand leverages the “Facebook Shops” feature to boost its online sales.
For those who don’t know, this feature allows you to create a mobile-friendly Facebook or Instagram-powered online store to showcase your collection of products and items.
Gymshark has used Facebook Shops to promote its fitness apparel. You can also create a similar online store for your eCommerce brand.
Takeaways:
- Use Facebook to keep customers engaged, develop customer loyalty and collect valuable customer information.
- Experiment with different content formats (memes, static images, videos) on Facebook.
- Use Facebook Shops to boost your social media-driven sales.
Gymshark on Linkedin
Linkedin is a goldmine for all companies. They can use the platform to target customers, key decision-makers, and influencers.
Gymshark understands that Linkedin is more of a professional platform when compared to Instagram and Facebook. Hence, the brand has used Linkedin to build brand awareness, strengthen relationships with its connections, and boost customer loyalty and trust.
It’s important to recognize that your company’s employment practices can shape brand perceptions just as much as traditional marketing efforts. That’s why Gymshark is quick to post content that shows how they value its employees.
For example, in this post, the brand talks about how it offers “shit days” that allow employees to take time out of their regular jobs to give back.
When customers see how your brand values employees, it further helps build trust and loyalty.
Linkedin is a great platform to share behind-the-scenes, make big announcements, or celebrate your achievements.
Gymshark keeps posting content highlighting its wins, like opening a new flagship store, hitting a certain milestone, or raising awareness through events.
Gymshark further uses Linkedin to celebrate its employees. Publicly celebrating your employees makes them feel appreciated and valued. This motivates them, improves their morale, and develops a sense of loyalty toward your company.
The best way to boost engagement on Linkedin is to leverage features like Linkedin polls. You can use this feature to ask questions, seek feedback, or brainstorm new content ideas.
Takeaways:
- Leverage your employees as brand advocates to help increase your reach on Linkedin. This, in turn, increases brand visibility and sets you on the path to building or improving your brand image.
- Use Linkedin polls to boost engagement.
- Promote company events and the behind-the-scenes on Linkedin to help humanize your brand and make customers feel connected.
Gymshark on YouTube
Gymshark doesn’t try to sell directly to its followers through intrusive promotions. Instead, they focus on motivational and educational content ( mantras and workout videos) featuring Gymshark athletes and apparel. The brand’s focus on workouts and motivation also extends to its YouTube channel.
Instead of promotion, education and entertainment remain the cornerstones of Gymshark’s YouTube videos.
Gymshark knows that audiences love digestible content they can consume on the go. Thus the brand’s YouTube strategy is to leverage YouTube shorts to promote a mix of content such as workout tips, fun fitness moments, and recipes.
We’ve discussed the importance of YouTube playlists in our previous blogs. But many brands aren’t still aware of this feature. If you want to group related videos and make it easy for users to find what they’re looking for based on the topic, you should create playlists on your YouTube channel.
For instance, Gymshark has created different playlists such as behind-the-scenes, motivation, fitness challenges, and workout tips. To get started, look for ways to categorize YouTube videos into playlists for your B2C brand.
Takeaways:
- Write engaging, must-see titles for YouTube videos
- Create playlists to organize your YouTube content
- Leverage YouTube shorts to make the best of short video content and keep your audience engaged.
Gymshark on Reddit
Most B2C companies continue to market on all other social media platforms except Reddit. The reason is that they still don’t know how to use the platform for its marketing needs.
Reddit, the most underrated social media platform, offers a great opportunity to increase customer engagement, build an online community, and see what people say about your brand.
One of the ways Gymshark uses Reddit is to find out what everyone has to say about its brand. Now, why is it important? One, if you come across positive discussions, you can share them across other social media channels, and if you come across constructive feedback, you should consider working on it.
To measure human emotions behind online conversations check out Radarr!
Understanding your customers’ needs is very important. Here, Gymshark uses platforms like Reddit to discover the most popular products and decide whether to continue selling them.
For example, in this post, a Reddit user mentions that Oynx 1.0-3.0 was the best Gymshark collection and whether they still make clothes like that. Gymshark can now use this to consider whether to continue producing this particular fitness apparel.
Reddit is also a great platform for collecting customer reviews and feedback.
For instance, a customer has shared a review about a Gymshark G66 top that didn’t fit her. Gymshark can now ask support executives to reach out to the customer and help her with the item. This will not only boost customer trust but also spread word of mouth.
Takeaways:
- Engage in social listening to see what people say about your brand on Reddit.
- Use Reddit to collect customer reviews or feedback.
- Reddit is a great place to offer customer support and build a strong brand image.
It’s time to optimize your social media marketing strategy
Gymshark’s social media strategy makes it clear that it puts community at the heart of what it does. The brand tries to create posts that are engaging and relatable to its target audience. Rather than posting the same content, the brand keeps experimenting with different content formats across channels.
Social media has helped Gymshark hit major milestones and become everyone’s favorite fitness brand. But it is able to achieve all this by understanding its audience, and keeping up with industry trends.
If you’re also looking to create a winning social media strategy for your B2C brand you should start by knowing your audience better and keeping track of what your audience has to say about you. It’s where you should leverage the social media listening and monitoring app Radarr.
