Nike on social media: how to build a culture, not just a brand?
One of the things I enjoy most about my job is analysing the social media strategies of top brands. And Nike? That's an absolute highlight for me. If I had to name a brand that perfectly understands the power of digital communication, it would be that iconic swoosh logo. Nike doesn't just do marketing on social media. It's creating culture. How do they do that?
Emotions first
Check out their Instagram. It's not just a feed full of product photos. Every post has a story. Every video evokes emotion. Nike talks about overcoming limits, about inner strength, about community.
Instead of "Buy our new shoes," they say, "Do something you've never done before." And it works. Emotions sell.
Authenticity and diversity
Nike is not afraid of big topics. Equality, inclusion, supporting minority communities - these are the values you see over and over again in their content. And what's important? It doesn't feel fake. Nike has historically had a strong track record of supporting athletes from all backgrounds.
This is not empty PR. This is a well thought out strategy. Because a brand that isn't afraid to stand up for its values is a brand that people trust.
Social overlap and engagement
Nike is never just an observer. It is always actively involved in discussions. Whether it's racial justice, the status of women in sport or the mental health of athletes - Nike is there and talking about it. And not just talking, but acting.
One of the biggest examples was their campaign with Colin Kaepernick. A risky move that divided America, but also hugely strengthened the loyalty of their target audience. Bold brands win.
Community Generated Content (UGC)
Nike actively engages the community. Whether through hashtags, challenges or sharing stories of real people. When you see your favorite runner sharing their workout in Nike shoes, it feels more authentic than any advertisement.
This is something we should take to heart. Authenticity doesn't just mean well-written copywriting. It means giving voice to those who live your brand.
Campaigns that have depth
Nike doesn't do random campaigns. Everything has a context, a story, a depth. Look at their legendary "You Can't Stop Us". The masterful editing, the connection between sports and people, the dynamics, the emotion.
Nike understands one thing that a lot of brands overlook - their content isn't about them, it's about us. It's about people who want to outdo themselves. About athletes, whether pro or those running the first 5k of their lives.
What can we take from this?
Build emotion - People don't remember ads. They remember how they made them feel.
Be authentic - Don't play at something you're not. Authenticity builds trust.
Don't be afraid of big topics - Bold brands have a stronger voice.
Involve the community - The best marketing is the marketing that your fans create.
Think in stories - Data is fine, but stories sell.
Nike is a perfect example of how to do social media branding at the highest level. And if I had to sum up their strategy in one word? Inspiration. Because when you look at their content, it makes you want to get up and do something. And that's the power that every brand should have.
So, are you going for a run?
