Working in the communications field, I always look into organizations that post regularly and catchy content on their social media platforms. Two companies that caught my eyes are UFC and Nike, and below I will state the reason they are successful with their social media content.
I want to start off with UFC, a professional mixed martial arts (MMA) organization, which organizes MMA fights around the world on a weekly basis. UFC always tend to hype up their events on social media to push for events ticket sales. UFC post event content on their social media pages including Instagram and Facebook where they announce the card bouts and everything around it from press conference and weigh-in process. The pre-event content is highly dependent on visuals being imagery or videos, which is key to engage audience. Also, the president of UFC Dana White makes sure to add his input on social media by giving shout-outs to UFC fans to attend the event and not to miss it. The social media content also features the fighters on the card which makes it relatable to the fans in getting emotionally attached to the event. As for the post event, UFC always post videos of the bouts just in case the fans miss it keeping them in the loop of the results. It’s all about engagement and that’s what UFC is all about on their social media.
Nike is another organization which attracts my attention as they always keep us the consumers aware of their product launches. The social media posts include imagery of new releases and sometimes raffle chances for users to get a new pair or wardrobe. Another thing Nike does on their social media platforms is that they create videos that resonates towards a cause which is relatable to the consumer. Its more than just a brand that sells products, but also raise its voice on social media issues. In 2020, Nike launched a campaign ‘For Once, Do It’ facing racism in a video format which was posted on their social media platforms:
Also, Nike utilizes its global sports ambassadors to tap into their fans, therefore expanding their followers and raise their brand awareness.
One brand that needs to push hard on their social media content is Under Armour, not the global brand, but the Middle East one. The Middle East page of Under Armour doesn’t have much engagement as the average likes is less than 500 likes and 10 comments per posts. The reason for this is that their content is not localized as they tend to post global content. Also, they are not benefiting from Under Armour global ambassadors to promote their page, for example asking them to follow their page , which will boost the page followers.
All companies need to use their social media platforms to raises awareness of their services and products. Some are on the right track, but others are not using the tools they have in hand to make the best out of it.