Nike vs. Vans on Facebook

On Facebook, Nike and Vans have very different posting styles. Vans is always promoting upcoming collections and collaborations. The most frequent subject of their postings is their new MTE collection which was created to withstand the elements. They also post about their recent collaboration with The North Face for an upcoming collection. Vans also adds some comedy to their posts by adding funny skateboarding videos and captions. Nike takes a different approach in the sense that most of their posts are shoutouts to athletes and celebrities around the world. Kevin Hart was featured twice on November 5th and 6th for competing in a marathon. Odell Beckham Jr. was featured on November 21st and also back in July for a couple of collaborations he did with the company. Even amateur athletes are made to feel special by being featured on their page. Nike’s posts seem to have a more serious and inspirational vibe to them. They really embrace their slogan (Just Do It) by posting what some would call success stories to show that people can achieve what they want to achieve if they put in the work. There is a big difference in the frequency of posts between the two brands. Vans posts every few days making their 20th post on September 26th whereas Nikes 20th post is June 27th. What’s interesting is that even though Vans posts way more often, they still don’t compare to Nike in terms of engagements. The most popular Vans post has about 2.7 thousand likes (Introducing MTE collection) and the most popular post for Nike has 83 thousand likes (#wantitall campaign). Nike has done a better job at focussing in on their target market and capitalizing it to get the most engagements possible. In terms of engagements, Nike clearly has the more successful page   

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