Nike vs. Vans on Twitter

At first glance, Nike and Vans’ Twitter pages look very similar in the sense that all of their last 25 tweets have a picture attached to them. Having pictures attached to your tweets adds more engagement and is easier on the eyes. The types of posts both of the brands display align with the content on their Facebook pages. On Twitter, Vans still takes a more comedic approach when delivering a message; often posting funny memes and comparisons. They still post about upcoming collections and collaborations. Their most popular tweets seem to be one that include pictures of the types of shoes they’re talking about. Those tweets seem to have the most likes and retweets. People probably like to display the styles that like. Vans also talks about various surfing and snowboarding competitions that are going on around the world. They keep up with the 50/50 rule by allotting some posts to talk about other companies and events. Vans doesn’t often use hashtags in their tweets, a few that I could find being:

• #VansCustoms
• #HouseOfVans
• #MyVans

Vans uses hashtags solely when they are talking about themselves, not so much when they are collaborating with other companies even though it could generate more interest by doing so. Nike’s Twitter is almost identical to their Facebook. A lot of their tweets seem to be the same as some of the captions on Facebook. The hashtags that Nike uses aligns with a lot of their campaigns as well as celebrity collaborations. For example:

• #iwantitall
• #WinLike82 (reference to Michael Jordan)
• #justdoit
• #NIKExNBA
• #NikeBasketball

 Nike doesn’t seem to put as much time into their social media as Vans does because Vans 25th post is November 24th whereas Nike’s 25th post is June 26th. It’s interesting that Vans obviously puts more of an effort into their social media but Nike still gets better results. Here’s a comparison of the two accounts. Vans tweets more, follows more people and has liked more tweets than Nike but they still aren't able to achieve the same return they do.

Nike's Twitter Analytics

Vans' Twitter Analytics