Case study: 3 healthy brands with a strong Instagram presence

by | Jan 29, 2018 | Analysis, Public Relations

Seventy percent of Americans have at least one social media account, according to recent research by Pew Research Center. And since the majority of users are checking their Instagram and Facebook feeds daily, that presents a unique opportunity for you to reach your target market.

Here’s a look at how some top health and fitness brands are using Instagram to develop an even broader customer base and create a loyal following online.

SoulCycle

This indoor cycling class has a cult following, with studios in nine states around the U.S. After one class, it’s easy to see what all of the fuss is about; but what’s really interesting is how well the brand translates it empowering messages about self-care through their Instagram content. A quick scroll through their feed will have you saying yes to yourself more and inspiring you to focus on self-love and improvement in a guilt-free way.

What’s most interesting is that you don’t see much of a direct push to come and take a SoulCycle class. Instead, their messaging inspires you to reach that conclusion on your own as a way of taking time for yourself and “doing you.”

Amway

Like its business model of independent distributors, Amway’s Instagram content focus is aimed at building up users to empower them to confidently become their best selves. With a hopeful message that is designed to buoy the spirit and help you tap into your own confidence, users come away intrigued and inspired to zero in on their passions and meet their overall health and wellness goals.

This kind of social media messaging is just as important for small business owners as it is for the international parent company, which is why new Amway distributors are offered courses on how to establish a successful business, which cover the topic of how to successfully leverage social media outreach.

Whole30

One of the most popular food experiments of the past year, Whole30 has become a lifestyle movement that many are adopting for well over 30 days. Developed by a sports nutrition professional, this program limits your diet for 30 days to help you cut cravings and improve overall well-being. It requires you to cut out all sugar, alcohol, grains, legumes, dairy, junk food, MSG, sulfites, carrageenan and even any “healthy” baked treats made with Whole30-approved ingredient. It may sound with a dramatic change to make in your diet, but the result of improved mental clarity, better sleep, weight loss and overall improved well-being are hard to argue with.

Support is required to make such a huge change to your manner of eating, which is why Whole30 has had such success developing a community on Instagram. A quick glance through the hashtag and you can see others supporting each other through this challenge. The brand’s own Instagram has become a main source of support and encouragement of those who are doing the Whole30. Their Instagram content offers recipes, motivational quotes and advice from others going through the same challenge. It’s a great example of considering what your audience wants to hear to keep your brand at the forefront of their day and how you can encourage them to get even more personally invested in your project.

Above all, your social media messaging should be equally beneficial to you and your audience. Look for ways that you brand can improve their lives and then educate them in a fun way to inspire their investment in your goals. By sharing in the successes of your audience, your own successes can come to fruition as well.

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Steve Conway
Steve Conway is a content marketing professional and inbound marketing expert. Previously, Steve worked as a marketing manager for a tech software start-up. He is passionate about discovering new software that will that will advance his already well-honed digital marketing techniques.

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