Patagonia tops sportswear brands on social media as New Year’s resolutions kick in

Outdoor clothing and gear brand, Patagonia, is at the forefront of social media as New Year’s resolutions drive consumer interest in fitness and health, according to the latest research from Engagement Labs.

Engagement Labs explored the performance of top sportswear brands on social media, measured through its eValue tool, and through word-of-mouth (WOM) conversations, measured by Keller Fay Group TalkTrack (an Engagement Labs company); and ranked the top 10 artists.

The eValue tool tracks brand performance on social media, scoring it between 0 and 100 based on engagement, impact and responsiveness metrics.

Engagement is the level of interaction the content receives on a specific social network. Impact is the reach that content receives on a specific social network, and responsiveness measures how much, how quickly, and how well a brand responds to actual conversations among its users.

Patagonia was the top performer among activewear brands on Facebook and Instagram.

Patagonia had the highest engagement score of any brand measured on Facebook. The brand had the most active user base, as well as the most likes and shares per 1,000 fans. This was achieved by posting user-generated content, such as images of natural landscapes or user stories/quotes with adventurous stories to share, Engagement Labs said.

ASICS ranked second with the most admin posts, while Lululemon Athletica ranked third with the most responsiveness.

Jordan, ranked fourth for its overall eValue score, ranked first for impact.

According to Engagement Labs, Patagonia is taking the same approach on Instagram as on Facebook and using user-generated content to drive engagement and get the most likes and comments per 1,000 fans.

Second and third place on Instagram went to The North Face and ASICS, respectively, for their overall eValue scores; with ASICS scoring the second highest metric for responsiveness.

The highest responsiveness score on Instagram was achieved by Lululemon Athletica, while Jordan had the highest score for impact on the social media platform.

On Twitter, Lululemon outperforms all the competition with an impressive overall eValue score of 95.23.

The brand scored the highest for engagement and responsiveness, with the highest response rate of the group. The brand’s most engaged posts were motivational/inspirational tweets aligned with the brand’s reputation for positivity and happiness, Engagement Labs found.

New Balance ranked second for the overall eValue score, followed by Nike. Nike had the most followers and experienced the strongest follower growth.

Jordan scored the highest for impact with a 91.19, though he ranked sixth for his overall eValue score.

As consumer interest in health and fitness increases in the new year, every day Is New Year for these sportswear brands, according to BRyan Segal, CEO of Engagement Labs.

“When we looked at our data, we found that most fitness brands didn’t focus their content specifically on fitness and health New Year’s resolutions. However, based on our analysis, one thing we brands are doing is using the start of the new year as a way to positively motivate their followers to focus on healthy, active lifestyles, every day of the year,” he said.

“For example, Lululemon Athletica, a brand known for promoting a healthy and active lifestyle, has been posting content on Twitter since New Year’s Day encouraging its followers to live in the present and focus on their own happiness. The brand accompanies these posts with its own hashtag #FuelHappiness to reinforce its support for positive living.

Meanwhile, brands like Adidas and Columbia Sportswear used content across all of their social media channels to motivate users to pursue their New Year’s goals with a focus on both merchandise and the theme of positive results for the new year, Segal said.

On Facebook, The North Face took a similar approach on New Year’s Day with posts encouraging its users to never stop exploring, while sharing user-generated content. The North Face integrated the New Year’s theme with its brand’s reputation and adventurous outlook.

Segal said other brands have enlisted the help of athletes to tell their own stories about their fitness experiences to encourage users to focus on their fitness journey in the new year. For example, New Balance ran a story on New Year’s Eve about athlete Emma Coburn discussing her favorite places to run.

Yet on Instagram, brands are leveraging the visual platform to continue pushing users to achieve their goals while building on the theme of resolutions for a fitter lifestyle. ASICS posted an image of a woman exercising in the early days of the year, asking users for their mantra while accompanying it with the hashtag #fitness.

Saucony leveraged its #FindYourStrong campaign by posting images of users sharing personal fitness stories and resolutions for the coming year. Additionally, he attached links in his bio encouraging users to learn more about these athletes and their 2016 resolutions. products.

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