Social media has provided brands, regardless of industry or size, the opportunity to connect directly with their community of supporters. The brands that are most successful on social provide relevant, engaging content to their fans, rather than exclusively talking about themselves. Twitter hosts countless customer service interactions, YouTube often showcases internal culture, and blog comment sections allow brands to garner and digest immediate feedback. In each of these instances, the focus is on listening to the customer and turning social media into a two-way conversation, not a highway billboard. While there are many examples to choose from, the health and fitness industry has done an especially great job, using their social channels to listen to their customers and tap into their lifestyles.
Here are a few examples:
ViSalus has turned their Instagram channel into a platform that fans can visit for weight loss motivation and encouragement. They share recipes, boast member before-and-after photos, and showcase the healthy, happy members of their community. They also regularly show off the gym in their corporate office, demonstrating that the ViSalus team is truly committed to health and fitness.
Weight Watchers is doing a great job on Pinterest, a channel that often gets the little-brother treatment. Rather than focusing exclusively on product, they have made an effort to make their pins useful to their customers. By filling their Pinterest page with healthy recipes and motivational boards like “Words to Live By,” the brand is a helpful resource and acts like a loyal friend to their customers. And Weight Watchers didn’t simply set up their page and forget about it; they actively drive traffic to their Pinterest page through their Facebook posts.
Whole Foods consistently does a great job of nurturing brand loyalty and trust. They listen closely to what matters to their community and adjust accordingly. With over 5,000,000 YouTube views, they use the channel as a vehicle for transparency and communication, by directly telling their customers what they’re doing and why they’re doing it.
These brands are each making the most of their social channels by creating content that is relevant to their customers’ lifestyles and providing useful services. They successfully demonstrate just how critical transparency, authenticity and connection are for brands today.