How Nike’s social media engagement reflects consumer expectations

Nike just says it

Over the last year, Nike has continued to push boundaries by making its product and its marketing more diverse and inclusive. The best post from a retailer throughout March came from the brand's Mothers' Day content celebrating mothers who raise athletes, and the athletes who themselves are mothers. At a time when women in sport continue to fight for an equal spot on the world stage, equal pay, and prize money; Nike just says it.

It follows suit with its content that references the Black Lives Matter movement, its activewear collections for female athletes that choose to wear the hijab, and its representation of diverse body types. Nike's social media engagement is driven by the very real world issues facing us all, and that consumers expect brands to be facing into.

 

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What does Nike's social media engagement tell us about consumer expectations?

The importance of brand purpose and serving the greater good coupled with a strong social media presence has been a notable driver in how gen Z make purchase decisions.

We profiled 180 retailers' social media posts in late 2020 to find the best post from a business for the whole of 2020. Here’s what we learned.

Nike’s Black Lives Matter content on May 20th was the most engaging post of 2020.

Where the Coronavirus pandemic may have been the biggest concern for retailers, Nike's content and Nike's social media engagement reflects that consumers concerns and expectations reflect an even bigger and wider concern for social issues and social justice, and that the onus is on businesses to take action.

 

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Now more than ever it is important to remember that customers are people first, and so they care about people first and foremost. That’s why Nike is telling these purposeful stories. But, it is not enough to talk the talk, and consumers see right through inauthenticity, and click bait. Just ask Burger King. Comments on Nike's content while mostly positive, also suggest consumers expect the brand to do more.

Key takeaways

Nike has always been a social media front runner. Its content is as innovative and inspiring as its product are,  but the brand is also setting out to make a real difference in the world. As consumers continue to opt for brands who prioritise challenging the status quo, Nike is putting its money where its mouth is and setting about leading by example. Its social media engagement follows because its messages are crafted with resonance, empathy, and accurately reflect the sentiment and expectations of today's consumers.

Don't forget you can compare your social media performance with any brand using Maybe*.