Sportswear is a growing market and with people wanting to make more healthy changes to their lifestyle — brands are taking advantage of this. Many have pledged themselves to a new gym regime in a bid to get in shape and become a healthier person. But do influencers have an impact on whether we achieve this?
The power of a platform
Over the years, the word influencer has been diluted from the likes of Martin Luther King to rising sensations on social media. However, with the advancements in technology and the creation of revolutionary social media platforms, the meaning of that word is now significantly different.
The power of a platform on social media allows current influencers to target millions of people from the comfort of their own home, from Zoella to Madeline Bourke. Forget about television adverts and magazine spreads, promoting your brand through influencer marketing is the way forward, as it allows you to be as specific as you please in terms of targeting your already established audience.
Why the use of influence marketing is effective
An astonishing 74% of consumers look to their social network for advice on purchasing decisions — the playing field for today’s influencers, who three in four people seem to trust when it comes to buying an item.
This shows that 49% of consumers look to influencers for recommendations when it comes to shopping with certain brands — something that marketers should be considering when it comes to influencer marketing.
It’s important to understand that the use of ad-block has heightened, with 47% of consumers having this feature enabled when shopping online. This means that if a customer is already following an influencer, they’re guaranteed to see a post that they share because it’s a social post and not an advertisement pushed by Google. Only 14% of people who did not use an ad-block extension said that they can remember what they saw in an advertisement.
Is there a specific platform where influencers are on top of their game? When it comes to promoting sportswear, Instagram seems to be the popular place for inspiration. This social media magnet has 800 million monthly active users and 500 million users who check the app each day.
When looking at the top 20 fitness influencers on Facebook’s sister platform Instagram, they have a combined following of 90 million — so considering this method of collaboration is essential for any business. Catering to a niche audience, they come from all types of backgrounds whether this is a bodybuilder, personal trainer or someone on a journey to becoming a healthier person.
Current sportswear brands teaming up with influencers
Becoming #1 in the Sunday Times Fast Track 100, Gymshark is a sportswear brand that has grown beyond imagination. Starting out in a garage with a group of teenagers printing logos onto fitness wear, Gymshark has become a leading sportswear provider to the world of fitness fanatics. It currently has a combined social following of three million highly engaged followers, with 1.8 million on Instagram alone, and prides itself on using influencers (calling them ‘Gymshark Athletes’) to promote its products. An example of an influencer who is used by Gymshark would be Whitney Simmons, who has an Instagram following of 1.1 million.
Empowering women has been a focus of many sportswear brands, with Nike recently launching their Nike Women campaign. Nike Women is predominately an Instagram campaign, with an astonishing 7.3 million followers who are all turning to inspiring women for their own motivation. Influencers on the campaign range from bloggers, vloggers, models, and actors, to real athletes with a range of different following hoping to make a difference in the world. This campaign tries not to be exclusive, highlighting that size and looks do not matter and that in fact, empowered women empower women.
In a world that has turned digital, businesses need to understand the power of working with influencers who have a social media following. Brands that use this to their advantage to promote a product or service will reap the benefits of exposure and likely increase sales.
Cleveland College of Art and Design, which offers a digital design degree brought you this article.