Andy Pilkington's recent articles
Adidas social media catching up with Nike thanks to engagement with new product releases
Focus on new product releases is helping Adidas close the gap to Nike in the social media space. This strategy is also driving consumers to talk about them and share their content more on Facebook, suggesting new products are an effective method with which to engage sports fashion consumers.
Both Nike and Adidas have large global Facebook communities, complemented by other smaller “off-shoot” communities for specific product lines and sports. While both use their communities to promote new products, Nike’s page is more focused on brand ambassadors and general sporting discussion, whereas the Adidas presence is centred more around the specific products themselves.
WaveMetrix analysis of community sizes shows that Adidas have closed the gap on Nike during 2012. This success for Adidas is no doubt linked to their engaging content, which is reflected in higher "talking about this" numbers for the page. A deeper examination of consumer discussion reveals that Adidas drive a higher proportion of product-centric discussion, suggesting their strategy of promoting exclusive products has helped engage more consumers and ultimately driven their catch-up with the larger Nike community.
Both Facebook communities surge in size during early 2012, with Adidas closing the gap with Nike:
- A combination of new product releases and sporting sponsorship sees a leap in both community’s sizes: January and February of this year was a successful period for both communities, with major sporting events boosting community size. The Adidas community grew faster than Nike, both in percentage and absolute terms
Analysis of “talking about this” metric hints at why Adidas may be growing quicker:
- Although the amount of people talking about both brands fluctuates day by day, Adidas generally drive more consumer engagement, despite a slightly smaller community: This suggests Adidas content is more engaging and has better viral potential, which in turn acts as a driver to community growth
Engagement around Adidas comes mainly from new product discussion, suggesting this type of content is more likely to engage sports brand fans:
- Adidas fans talk more about new product releases: Prompted by official posts by the brand handle, consumers talk more about Adidas products, whereas marketing is more of a focus for Nike fans
- Coupled with the above data, this suggests engaging consumers around new product releases is a more successful strategy for sports clothing brands: Although Adidas still lag behind Nike in absolute community size, this strategy has allowed them to close the gap and drive more consumers to talk about Adidas stories on Facebook