Learning From Gymshark – User-Based Content
Gymshark is one of the most popular fitness apparel brands in the UK. As Gymshark grew in popularity, it realized it could leverage social media, and UGC (User-Generated Content) to garner maximum exposure for its apparel.
They leveraged the trend of taking gym selfies and capitalized on it by encouraging users to share their workout pictures in Gymshark gear.
The gap they found
Gymshark was able to identify a gap for gym-wear that was fashionable and leveraged on the increase of young millennials wearing branded clothes. They grew their brand on social media and this helped them grow successfully.
Their success has had far-reaching effects as they capitalized on the fact that at least 2 out of 5 people use social media to discover “brand-new” brands.
Gymshark are considered pioneers of Instagram influencing, as they encouraged many influencers to become brand ambassadors and tag the brand in their photos. In return, they provided complimentary clothing.
All their ambassadors were picked on the basis of their Instagram presence, which allowed them to narrow their focus on a desired audience. Fitness influencers, who featured lots of athletic wear were given precedence and soon, they became recognized as unofficial faces of the brand.
What’s next?
Gymshark grew in popularity to have around 4.8 million fans on Instagram, and have become a legitimately well-recognized brand worldwide.
Their content still highly focuses on user-generated content and photos, but their growth as an aspirational fitness brand has grown to increase their organic exposure.
More from Black Raven
Recent GA4 Spam Attacks are Built Different: What You Need to Know
If you want to maintain accurate analytics data and make informed decisions (you do), you have to be aware of spambots that may threaten your
Your Website’s User Experience is an Extension of Your Brand
Why does UX optimization matter? When nearly every business has a website, User Experience (UX) stands as a key differentiator for a successful online presence.
The Best and Worst Ways to Engage With Your Audience on Social Media
Each step you take into social media can offer new lessons and insights into how best to connect with your audience online. But there are