What works for Gymshark?

Gymshark creates an average of five posts per day across Facebook, Twitter and Instagram. But those posts drive an average of 16,600 engagements each. That a serious return on investment for the time and effort that goes into creating that content. 

In order for your content to be successful it needs to be engaging. Knowing what works for your audience helps you create the right content for them. You don’t have to create hundreds of posts, just create ones that resonate with your customers, that will drive an action.

The Maybe* See what works report

 

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A post shared by Gymshark (@gymshark) on Aug 28, 2020 at 7:24am PDT

Staying on top of their 'content' game

Gymshark’s best post over the period August 18 -23 was on Instagram. As an activewear business appealing to a fitness-focused audience, Insta is the primary platform to be on.  

Gymshark’s uses social listening to create content that works. The brand's feeds feature product, workout tips, content from fitness influencers, and the odd meme or inspirational quote. This works for its demographic and translates into positive sentiments and in turn undoubtedly people through the checkout.  

Listening and engaging with customers

There are 331 conversations about Gymshark created over a five day period from customers. That’s 12 times the content they create themselves.

The content created about Gymshark comes from fitness lovers who tag the business into their posts. Gymshark has excelled at engaging this audience, so much so, that these days it's their customers that do their marketing for them. Now that's social media at it's best! 

The Maybe* See what works report

 

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A post shared by @gymshark on Aug 21, 2020 at 7:01am PDT

Creating a strong community

For personal trainers and gyms, tagging the brand they’re wearing into content while sharing workouts and their own content aligns them to Gymshark and its customers.

Gymshark then engages with this third party content by sharing it on their own feed, constantly creating this strong fitness community based upon fitness and lifestyle goals. It reinforces their relationship with their customers, makes them feel appreciated and noticed which inspires other Gymshark customers do the same. And round and round the social merry-go-round goes. 

How do customers feel about Gymshark?

There’s a lot of love for Gymshark globally. Understanding the sentiment of the conversation helps the brand identify advocates, influencers, and the best content to reshare. While engaging with the negative helps them deliver great customer service and make improvements.

They Maybe* How they feel report

Who’s influencing the conversation about Gymshark?

Partnering with influencers was a Gymshark tactic from the get go in order to reach and grow a wider customer base. The business partners with social media influencers, fitness businesses and its squat obsessed customers. They partner by resharing and engaging with content. And they do this based upon a shared love of lifting, crunching and achieving goals.

The Maybe* Who’s got influence report for Gymshark

Key takeaway

In eight years Gymshark has triumphed in building a business and a brand through social media content and building a community of fitness fanatics.

The brand has done this by knowing its customer and ensuring they communicate to them in a relevant way; market to them through the appropriate channels; and get their product worn by the right influencers.

There is no doubt that Gymshark is a true and authentic brand. It’s clear what it stands for and what its purpose is, and it delivers on it. Its customers are so engaged that each one embraces becoming a brand ambassador - wearing the Gymshark brand as a badge of honour both in the gym and across their social channels.