For the past couple of weeks, Vans has been posting a storytelling series about the highlights of the Triple Crown of Surfing. Each video is a like a diary of the competing surfers. It’s interesting to see the crossovers between social media accounts because the surfing competition was only mentioned a few times on their Twitter page but on Youtube they’ve really been showcasing it as a main event. They have also been posting a video here and there about their upcoming MTE collection. They seem to have a grasp on what kind of posts are for each social media outlet because the MTE collection was showcased more on their Facebook and Twitter pages. Their most successful recent video was posted 6 days ago and it got 61K views so far. The video is a documentary about a Malaysian skateboarder, basically recounting his experiences. On Nike’s Youtube channel, they post a lot of commercials; no longer than 30 seconds. What I found interesting is that Nike also posts a lot of hour long talking sessions that have to do with their products. These videos involve various athletes and social media personalities sitting and casually talking about the product. These longer videos don’t have as many views as their shorter ones, my guess is that a lot of people don’t want to sit and watch an hour long video on Youtube. Nike’s most popular recent video is a 2 minute long video about their Want it All campaign. The video got 7.2 million vides in a month. Even on Youtube, Nike has been able to attain more subscribers than Vans (697K vs. 307K) which makes it seem that it’s not the content itself that has gotten Nike more popularity on social media, it’s their name and their following. On their About pages, Nike seems to have taken a “less is more” approach by just including a simple quote and hashtag on theirs. Vans has included their whole brand description as well as their collaborations and sponsorships.
| Nike's Most Popular Recent Video |
| Vans' Most Popular Recent Video |
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