Instagram has been particularly fruitful for Sportswear brands, enabling follower growth rates unprecedented in other forms of social media. Nike recorded 252% YOY growth as of May 2015 while adidas experienced 261%. Additionally, Sportswear brands had on average the largest Instagram of all categories in L2’s Instagram study. These communities are highly engaged, over-Indexing and surpassing the Fashion and Retail categories in interactions.
Activewear brands’ on Instagram is indicative of how fitness has gone beyond the gym to become a lifestyle. Brands are cashing in on the trend by ubiquitous adoption of the platform and linking to brand sites: 78% of Sportswear brands present on Instagram link to their site from the platform.
Given the proliferation of lifestyle apps (grew by 174% in the past year), there are even more opportunities for brands to utilize the Instagram’s visuals for commerce. A handful of Sportswear brands – Nautica, Lucy, Asics, and Reebok – have used Like2Buy to direct Instagram browsers into buyers. Instagram’s plan to make ads shoppable can make conversion from the social platform even easier.
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