The best bike shop social media posts of 2022

userby Amy Rountree

Each week we round up the best social media posts from bike shops. See who's coming out on top and copy for the winning moves for yourself. The tips and tricks are easy to replicate for any business no matter the size.

December 2022

How about a nice and simple post? This Instagram carousel from Northside Bikes certainly fits the bill. At a time of year when your customers' feeds will be saturated with festive fodder, sometimes the odd straightforward post (no mention of the big guy, here), can help cut through the noise on social media and quite simply say 'here is what we have in stock for you'.

How to replicate

A blend of seasonal posts and simpler content can work really well at this time of year. Don't be afraid to show off your wares in a non-Christmassy manner (it's ok!)

At a time of year when it's all Christmas, all the time on social media, conversely, sharing a pared down post might catch your customers' eye more than something that is super festive.

Compare your social media performance

Have you got any standing dates in your social calendar? Share your seasonal fun with your customers, just as Bia Cycling did in their Reel all about their annual 'London Lights’ gravel ride. It's a great opportunity for engagement, and also acts as a gentle nudge to get involved, for those who've missed out this year.

How to replicate

Video content helps bring your feed to life. Whether it's a one-take, filmed in the moment type video, or something staged or arranged; videos offer your customers the opportunity to feel more involved with your business. Share videos via Reels and Stories, right across your channels. Mix it up!

See Bia Cycling's social media stats

 

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A post shared by Bia Cycling (@bia_cycling)

'Tis the season for a Christmassy giveaway, and Frog Bikes are firmly in on the action. With posts shared across their Facebook, Instagram and Twitter accounts, they're giving their customers every opportunity to get involved with some festive fun.

How to replicate

If you're planning on running any festive giveaways, here's some key things to remember:

  • Make it easy for your customers to get involved, just as Frog Bikes have done - a simple emoji as a comment is a great idea.
  • Make your closing date nice and visible, don't lose it in your caption.
  • Include robust T&Cs, and refer to them in your caption. Don't forget that while you can share links in posts on Facebook and Twitter, links are not clickable on Instagram, so signpost followers to your bio or Stories instead.
See Frog Bikes' social media stats

November 2022

Look out for the Aubergiant! This post from Giant Bicycles has it all: the lighting, the colour scheme, the puns, the detail. In a short carousel flow of images, they let the bike do the talking, and the likes have been positively rolling in.

How to replicate
Don't be afraid to keep your caption short and sweet. Sometimes a concise caption can be more engaging than one that goes into heavy detail. If you can add in a pun, even better. It's a maxim that we all need to revisit from time to time, but 'why use ten words when one will do', is definitely at play here, and it really works.

See Giant Bicycles' social media stats

Video is king on social media, and this Reel from Friction Cycles, sharing some winter commuting clobber, is a fabulous example. It's a short and sweet video, that lets the colour of the high vis elements really pop. And going from the comments section, their followers loved it, too.

How to replicate
Reels can be any length, but bear in mind that a short video can be as impactful as a longer one, particularly if you are pushed for time. A few seconds of something colourful, joyful, or informative can be enough to get your customers tapping that like button, and heading to your profile to see more.

See Friction Cycles' social media stats

Christmas is on its way, and with thoughts turning to gifts for the smaller members of the family, Frog Bikes are garnering lots of engagement with this well-timed giveaway. They've kept the entry rules nice and simple, and mentioned their T&Cs too.

How to replicate
Are you planning on running any festive giveaways? Some key things to remember:

  • Make it easy for your customers to get involved, just as Frog Bikes have done - a follow and an emoji comment is a great idea.
  • Make your closing date nice and visible, don't lose it in your caption.
  • Include robust T&Cs, and refer to them in your caption. Don't forget that while you can share links in posts on Facebook and Twitter, links are not clickable on Instagram, so signpost followers to your bio or Stories instead.
See Frog Bikes' social media stats

 

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A post shared by Frog Bikes (@frogbikes)

Sharing your own enthusiasm for a product is a sure-fire way to get your customers excited too, and this post from bicycle. is bursting with it. They want their customers to feel the cycle joy, and this really comes out in their caption and carousel images.

How to replicate
The devil really is in the detail when it comes to social media, so when you've got an exciting item to share, showcase it fully.

bicycle. have used Instagram's carousel feature to hone in on some of the smaller details of this bike - what could you share on your socials? Get your products ready for their close-ups!

See bicycle.'s social media stats

 

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A post shared by bicycle. (@bicycle.ltd)

October 2022

Component brand Specialized share a lot of reposted content in their feed, also known as User Generated Content (UGC). UGC is a really useful content stream, and a means of engagement, all in one. This multi-tasking Reel they've shared from cyclist Anthony Richelot, is a sweet snapshot that many parents could relate to (or secretly wish they had set up in their own homes!)

How to replicate
Sharing content that your customers can relate to is really important, particularly when you have a wide demographic to appeal to. One way of doing this is by making use of UGC and sharing posts from a variety of customers where they're demonstrating your products in action. By doing this you're showing you care about your customers, and what they have to say to you - and about you - online.

See Specialized's social media stats

Poetry in Motion Cycles made us smile this week. The images on the post are interesting enough to grab our attention in our Instagram feed, but its the personality in the post that really shone through. The manager makes a playful nod that one of his team is knocking off early which helps manage customers expectations. But it's the celebration of the amount of work he's got through in a shift that recognises the workers skill and effort that really shines through, a sentiment which is echoed in the comments.

How to replicate
Celebrating the work of your team on social is really important. Everyone likes to be recognised for a job well done. Firstly it shows customers you care about the people who work for you. Secondly it helps customers get to know you, your team and your collective expertise. Start introducing your team and their skills on social. Whether its video or image content, showing the faces or the talents of your team will help bring your business to life.

See Poetry in Motion Cycles' social media stats

Dave Mellor Cycles know there's a definite nip in the air and that it's going to get icy out there on the roads. Their new line in Rapha clothing for Winter has been brought to life with video. You can see it in store, on a human, and in close up detail. Little touches like steaming mugs of coffee, the store's logo and shop front enable the business' personality, as well as their partner brand, to shine through.

How to replicate
Bring new stock and seasons to life with video to help create atmosphere and show how products move. Instagram Reels are a great way of stitching multiple images or video clips together so you can show off your products in different settings, in full profile or with close up detail. Try one out!

See Dave Mellor Cycles' social media stats

Pennine Cycles give us the perfect gift for the cyclist in your life. As Christmas approaches there are plenty of opportunities for you to show off the big bikes we're sure are on Santa's lists, but also the smaller nick nacks for the cycling enthusiast in your life.

How to replicate
As gifting season approaches its time to start planning your Christmas content. Whether its big ticket items are the smaller stocking fillers you might have in stock, start showcasing them and add hashtags like #cyclinggifts so your content appears for people who may be looking to social media for gifting inspiration.

See Pennine Cycles' social media stats

September 2022

Specialized have put a cute twist on an Instagram interview. You can always rely on kids in content to increase engagement with their cheeky faces. The pint sized interviewer posed questions to a renowned rider which made us all laugh.

How to replicate
You might not have access to an international superstar but getting your kids involved with your social content will not only increase the cute factor, but will help customers get to know you personally.

See Specialized's social media stats

There's a new champ in town and Friction Cycles know all about it. Sharing the success of your brand ambassadors or sporting heroes in posts is a great way to engage your community in conversation topics they're likely already interested in.

How to replicate
Regularly celebrate winners from the cycling events calendar throughout the year at a local or national level. Re-share their content or tag them into your own posts to help increase visibility.

See Friction Cycles' social media stats

Silk Cycles owner is taking a much deserved break with his family. But fear not the Exeter based workshop is capably staffed. This social media post is a fantastic example of a business owner being up front and honest with his followers and a wonderful way to intro the team who'll be holding the fort. The post oozes an understanding that customers want to know their rides are in trustworthy hands without any compromise on service.

How to replicate
Whether you've got a new team member, or temporary cover use social media to introduce customers to your followers. Showcase their expertise and availability its a way to build trust and connection with your customers before they've even walked through the door.

See Silk Cycles' social media stats

August 2022

Specialized Bikes have found one hell of a skinny trail and shared it on their Instagram feed. To inspire comments they've asked followers to emoji whether they find it fun, terrifying or both.

How to replicate
A simple vote mechanic using emojis is a killer way to rocket your engagement up. You can use this tactic to get followers sharing their thoughts on rides and trails, or to vote on favourite bike features or custom designs. Everyone loves an opinion. Help people share theirs!

See Specialized's social media stats

The team at The Bikeside have a new starter that they are introing to their followers. New boy Andy, is taking ten days off to cycle Lands End to John O'Groats, and the shop are rallying their audience to support him.

How to replicate
This post combines two winning tactics. Firstly introducing your team on social media will never see you wrong as it helps people get to know your business. Secondly the post drums up support for a worthy mission. If you've got team members with special expertise, or who are new, intro them on social media. And if you or any of the team are taking on a pedal power challenge for charity, make sure your followers know about it. People want to get behind you, help them do it!

See The Bike Side's social media stats

Early Rider Bikes specialise in rides for the little ones. And we love this video post of a young 'un getting going. First bikes or the first ride without stabilisers are special moments and its awesome to see them celebrated on social media.

How to replicate
It doesn't matter whether your customers are six, sixteen or sixty. Celebrate them on social media with their new bikes. And if a customer sends you a picture or a video of them enjoying their new ride, share it on your social feeds. It saves you time creating your own posts, and your customers will feel warm and fuzzy inside. Win Win.

See Early Rider Bikes' social media stats

July 2022

The guys at Bicycle.Ltd have some serious skills both on and off the bike. One of their team made this Instagram worthy latte complete with a shoe design. The post then went on to credit the team member and provide a link for anyone who needed new shoes (or a coffee that looks like a shoe) to book an appointment. It was an awesome way to share a bit of fun, show off, and prompt customers to book.

How to replicate
Behind the scenes shots always go over well as they give followers a chance to see who you are. Celebrating team members and their achievements and skills is a cracking way to build a sense of community. You get extra points if you can make the content even more relevant to your business (or make us a corking cup of coffee).

See any business' social media stats

 

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A post shared by bicycle. (@bicycle.ltd)

Something a bit different from the guys at Cornwall's Edge Cycles. They offer camping and a riding pass for visiting customers, and nom nom nom pasties to fill hungry stomachs. Telling customers what else is available is a great way to inspire visits and support other businesses in the area or grow sales of other product lines. This post would have been even better with a link to book, and a hunger pang inducing photo of a pasty, but the multiple images and clear pricing information really give us an idea of what to expect, plus a little bonus travel inspiration.

How to replicate
Look for ways to offer a bit more. You may not have your own campsite like Edge Cycles but we bet you've got some awesome products that cater to riders and cyclists looking to get some miles in over the Summer. Think about what your customers are likely to be up to and in need of over the coming months, and theme your posts to offer them a bit more be it protein snacks or accessories, you've got an opportunity to tap into the wider lifestyle needs.

View Edge Cycles' stats

We like this post for the multiple images with close up and profile detail of the bike. But it's the tone of the caption that really made us chuckle as it gently teases the customer the bike is for, in a safe but familiar way.

How to replicate
There's nothing wrong with a dry or playful sense of humour if it works for your brand. Just make sure it's never harmful or cruel.

View SBC Cycles' stats

 

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A post shared by SBC Cycles (@sbccycles)

June 2022

Revamp Bikes shared a fab post of a refitted bike shed. The post outlines the storage space issues they were facing, and how they built their own solution. Videos and images show the build in progress, the finished product and some close up detail, while the post caption invites followers to reach out if they want any tips to build their own.

How to replicate
Be a friend in the know. Share your tips, tricks and hacks with your community especially if you know your community face the same challenges you do.

View Revamp Bikes' stats

 

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Chicken Cycle Kit have been out for a team bike ride and took to Instagram to let the world know about it. The post shows the team all kitted out and ready to ride and is loaded with hashtags relevant to the business and the wider cycling community. The post asks followers to tag their riding crew as a way to increase the amount of eyes on the post and trigger comments.

How to replicate
Inviting customers to tag a mate in the comments will see your engagement soar and get the conversation moving. Remember you want comments and not just likes on your post to help you increase reach and visibility.

View Chicken Cycle Kit's stats

Giant Bicycles invites user generated content and fan photos to be featured on their Insta feed. They've created a hashtag #rideunleashed for customers to use and then share the best ones. This post shows off the bike in action, tags the fan who submitted the photo and gives information about how to get involved. Crucially the post invites conversation and comments from fans with each other and with the business really building a sense of community.

How to replicate
Invite your customers to share their rides and routes with you. Rally them around a hashtag you create or simply ask them to tag you in their post, and then re-share them. Featuring customers builds excitement, conversation and investment in your business when you show them you care about them as much as you do about your own content and your own message. Give it a bash!

View Giant Bicycle's stats

It looks like Poetry in Motion enjoyed the long bank holiday weekend by getting out on their own bikes and sharing their tale on social media. Wanderlust inducing photography, personal experience and a challenge all cyclists can relate make for a super scenic post.

How to replicate
Sharing your own rides and adventures with your online community will inspire a good yarn. Invite riders to share their own stories and tips with you and each other to power up the engagement.

View Poetry in Motion's stats

May 2022

Pedalzs took to social to share some of their favourite custom builds. Multiple images and a post caption where passion and enthusiasm jump off the screen really get the social interactions coming.

How to replicate
If you've got a new shop or if you've had a makeover, customers love to have a nose. Work in progress shots as well as teasers as to what to expect build a bit of buzz ahead of opening.

View Pedalz's stats

Wardys Cycles have a new premises and have taken to Facebook to let the world know about it. The post gives multiple images of what the new shop looks like and they've already broken out the bunting for the upcoming jubilee celebrations. The post also details the free parking on offer opposite the shop taking care of the practical bits and bobs as well as the exciting stuff.

How to replicate
If you've got a new shop or if you've had a makeover, customers love to have a nose. Work in progress shots as well as teasers as to what to expect build a bit of buzz ahead of opening.

View Wardys Cycles' stats

Krankz Bike Repairs took to both Instagram and Facebook to share an update from them Carten 100 bike race. Riders rode form cardiff to Tenby and the post congratulates everyone who took part. The image shows locals out supporting the riders while the use of the #Carten100 hashtag ensured the shop's post appeared alongside any other content hashtagging the race.

How to replicate
When local cycling events are taking place in your town or when bigger national or international events are taking place, make sure you reference and share on your social channels. Using official hashtags will help your content be discoverable in the conversation, while engaging in other content using the same hashtag allows you to connect with other cycling fans and start a dialogue.

View Krankz Bikes Repairs' stats

April 2022

April 30th was Local Bike Shop Day. But you can replicate these winning moves any time you like. Pennine Cycles offered a little Brucey bonus for anyone popping in who could grab a delicious cupcake to mark the occasion.

How to replicate
Whether it's an industry specific date in the diary like Local Bike Shop Day or a national event like the upcoming Platinum Jubilee, a little celebration goes a long way. Competitions, a show stopping window display, or custom cupcakes will give people extra reasons to check you out. Make sure you add a show-stopping image to stop people's thumbs from scrolling and you'll be sure to grab their attention.

View Pennine Cycles' stats

St Ives Bikes make our best post line up for the first time with some new arrivals. In their own words they have all bases covered for all cyclists and their families. The post introduces the line up of bikes with quirky copy that reads like an announcement complete with "drumroll please". The use of the carousel of images shows all the new bikes and combines a use of landscape photography, images of real people, and some high quality slick product shots for those who want to geek out.

How to replicate
Showing high quality product images is great but you'll also want to add some humanity to your copy and add some shots of real people out and about riding the bikes. It also gives you chance to show some love to local beauty spots and cycling roots to dial up your local approach.

View St Ives Bikes' stats

SBC Cycles have been wowing social media followers with their custom builds and sprays this week. The artist is tagged into the post to share the love and increase engagement, but the close up detail in the imagery is what sells this post, creating a bit of awe.

How to replicate
Showing off the handiwork of anything customised generates a lot of conversation and engagement among fans. But make sure you get in close and show of the detail. Whether its an aesthetic look or technical detail of a bike, multiple images with multiple angles really get people excited.

View SBC Cycle's stats

 

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The Bike Station in Edinburgh are doing awesome things for the planet. This post shows the impact they have had on reducing landfill by collecting old bikes, used bikes and the downright knackered.

How to replicate
Sustainability is a big issue on the hearts and minds of consumers everywhere. Showcasing what you are doing to support green initiatives and how you are making it easy for your local community shows people what you stand for. So don't be afraid to champion your causes on social media.

View The Bike Station's stats

Bia Cycling are getting a hot new look and are sharing the progress with their social media followers. Their community are clearly invested in the business and its premises if the comments are anything to go by.

How to replicate
Improvements and refurbishments give people a reason to be excited about what's coming up for your business so keep your community in the loop with any changes. Make sure you share regular progress updates to pique curiosity.

View Bia Cycling's stats

 

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March 2022

Broken Spokes offer mechanic workshops where customers can head on down and learn how to service their own bike. This post shows a real person learning, smiling and having fun, engaging in his passion. The post copy provides a clear indication of what students might get from the course and a link in bio call to action for more info and to book a spot.

How to replicate
If you offer workshops or events to share expertise then make sure this is clear on social. If you don't do this, look for other ways to incorporate your expertise into your posts. Whether through how-to video tutorials or simple tips and tricks, expertise helps build trust and engagement.

View Broken Spokes' stats

Ice Trikes have been on the road and are using social media to share live commentary from an industry exhibition. The post tags in a media partner and photos show the team chatting to people at the event, and visitors trying a trike.

How to replicate
Whether you're in your own shop, taking a bike out for a spin or taking part in an industry event, behind the scenes content like this goes over well. It gives you the opportunity to intro yourself and your team. Tagging in partners increases the likelihood of a post being shared and seen by new audiences.

View Ice Trikes' stats

Friction Cycles nailed a great post by sharing how their store is looking with hot new stock. The post is tagged up with the brands they stock, and encourages people into store to see and try for themselves.

How to replicate
Use Instagram as your online shop window. Showing what you've got in stock, the people customers will meet in store and what your space looks like gives people a reason to visit you for all their cycling needs.

View Friction Cycles' stats

Giant Bicycles know how to use user generated content! This post uses the hashtag #fanphotofriday to showcase their community. Using your communities' imagery is a great way to show your community you care, and increases the likelihood of them re-engaging with you. It also saves you time creating your own content.

How to replicate
Ask your followers to tag you into their pictures or create a hashtag you want them to use when they talk about you. You can then easily share or re-post their images, given your followers' egos a little boost, and making them feel all warm and fuzzy inside.

View Giant Bicycles' stats

LIOS Bikes took to social media to document their latest team day out or as they call it, a team well-being day. The post demonstrates they're a fun bunch who are well supported by their employers, and also shows support for another local business who hosted the day out. It's a great way to spotlight how your business does business and what matters to you.

How to replicate
People buy from people so post content that helps followers get to know your team and shows your staff are looked after.

View LIOS Bikes' stats

Specialized got a visit from actor and all round cool cat, Jeff Goldblum, and took to social media to let the world know. The photographer is tagged into the post and hashtags relevant to both the bike and the actor help increase the posts discoverability.

How to replicate
Re-share content from the big guys or engage with it. If there's a celebrity in there, a pro cyclist or pundit, you're guaranteed to see your engagement soar.

View Specialized's stats

Orange Bikes wheelie their way forwards with this cute balance bike post for the younger mountain biker in the family. The post is loaded up with great images showing the close up and profile details of the bike. Hashtags relevant to the mountain biking mums, dads and parenting community help the post achieve higher discoverability and reach.

How to replicate
If you're targeting parents make sure you use lots of different hashtags relevant to anything from first bike and balance bike; as well as niche tags for the mountain biking family. Be practical with the information you give about the ages the bike is suitable for, adjustments that can be made for height, and any accessories that can be added.

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January 2022

MB Cyclery are offering up a competition for one lucky rider to get their hands on a limited edition item. If you're going to run a competition make sure your instructions are clear and you provide a link to terms and conditions or detail them in your post.

How to replicate
Contests are a great way to drive engagement and grow your audience but offering up a lust-have prize is a sure fire way to get people excited.

View MB Cyclery's stats

 

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Giant Bicycles are combining industry punditry and opinion with product newness. This new bike has been voted one of the best bikes for 2022. The post tags the media publication and details the performance elements of the bike that will appeal to its audience. Multiple images show close up technical details and the aesthetic of the bike so cyclists know exactly what they are getting.

How to replicate
Using industry experts and press to help inform your content is a great way to stay on top of what is front and centre of news and interest in the cycling world. Tagging media and experts into content will also make them more likely to share your content, increasing your reach in the process.

View Giant Bicycle's stats

Chain Reaction have taken the 'Man with sign' meme and put their own twist on it to drive conversation and engagement among their community. The post has clearly done its job earning over 6000 engagements.

How to replicate
Memes are a fun way to combine internet trends and anecdotes your customers will understand, rally around or debate. Relevance increases engagement and discussion so give the tactic a go!

View Chain Reaction's stats

Specialized caused some serious bike envy with a custom design for a cyclist. The post tagged in the owner of the bike and the design team and invited followers to comment. Even though a custom design may not be within reach for all the brand's followers, the aspirational approach creates the lust factor and invites discussion.

How to replicate
Following bigger accounts and engaging with content like this gives you the opportunity to geek out, share your passion and contribute to the discussion. You can reshare content like this and ask your own followers what they think to drive engagement and reach.

View Specialized's stats

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