Social media has revolutionized the way we communicate, consume content, and do business. In recent years, social media marketing has become a crucial component of any successful marketing strategy. As technology and platforms continue to evolve, it’s essential for businesses to stay ahead of the curve to maintain relevance and engage their audiences effectively. In this article, we’ll share a social media marketing success story and explore the future of this type of strategy, including the top 10 things you need to know to stay ahead of the game.

Let’s start with our ecommerce Cinderella story, Gymshark.

This UK-based fitness apparel and accessories brand effectively leveraged social media marketing strategies and experienced rapid growth.   Founder, Ben Francis, and a group of his high school friends managed to build a $1+ billion valuation company with 9+ million cumulative Instagram followers, and global recognition from scratch.  What did they focus on?

Influencer Marketing:

Gymshark has heavily invested in influencer marketing, partnering with fitness influencers and athletes to showcase their products. Francis focused on his favorite Youtube influencers, and realized their Youtube subscribers were Gymshark’s target audience. The brand sent clothing samples and eventually sponsored their favorite fitness stars to promote Gymshark to their followers in an organic way.

Video Content:

Gymshark utilizes various social media platforms, such as Instagram, TikTok, and YouTube, to share high-quality video content. They produced engaging workout videos, behind-the-scenes footage, and motivational content, all of which have helped build a strong connection with their audience.  The brand even boasts over 70,000 followers on Spotify, promoting motivational playlists for followers looking to push through their workouts. 

Social Commerce:

Gymshark leverages shoppable posts on platforms like Instagram, enabling users to shop directly from their feed. They consistently link their product offerings within their content, making the purchasing process seamless and convenient for their customers.

Community Building & Niche Platforms:

The brand has focused on building a community of fitness enthusiasts by creating content tailored to their interests. Throughout Gymshark’s marketing, the concept of “community” is front-and-center. For example, the brand welcomes you to their family with an email, as soon as you sign up for their mailing list or purchase a product.

Gymshark’s success demonstrates how incorporating these social media marketing strategies can help a brand expand its reach, build a loyal community, and increase sales.  Now, what should you know about the future of social media marketing?  Let’s get into it.

1. The Rise of Niche Platforms:

As the social media landscape becomes more crowded, niche platforms catering to specific interests and demographics will gain traction. Businesses should identify and target these platforms to reach their target audience more effectively.

2. Augmented and Virtual Reality:

AR and VR technology will increasingly be integrated into social media platforms, providing immersive and engaging experiences for users. Marketers should explore creative ways to incorporate this technology into their campaigns.

3. Personalization:

Personalization will be at the core of future social media marketing. AI and machine learning will enable businesses to tailor content and advertising to each individual user’s preferences, resulting in more effective and targeted campaigns.

4. Voice and Conversational AI:

As voice technology and conversational AI become more prevalent, social media platforms will increasingly adopt these features, allowing users to interact with content and brands through voice commands and chatbots. Businesses should explore opportunities to incorporate voice and conversational AI into their social media strategies, providing more natural and convenient ways for their audience to engage with their content and offerings.

5. Influencer Marketing:

Influencer marketing will continue to grow in popularity, with micro-influencers becoming increasingly important. Brands should focus on establishing authentic relationships with influencers who genuinely resonate with their target audience.

6. Live Streaming:

Live streaming will become even more popular, allowing businesses to engage with their audience in real-time. Brands should leverage this medium to host Q&A sessions, product launches, and behind-the-scenes content.

7. Social Commerce:

Social media platforms will continue to integrate e-commerce functionality, making it easier for users to shop directly from their feeds. Brands should optimize their social media presence for seamless shopping experiences.

8. Social Listening and Analytics:

Social listening and analytics tools will become more sophisticated, providing businesses with valuable insights into audience behavior and sentiment. Brands should invest in these tools to make data-driven decisions and refine their marketing strategies.

9. Video Content:

Video content will remain king on social media platforms, with short-form videos, in particular, being at the forefront. Businesses should prioritize creating high-quality, engaging video content to capture audience attention.

10. Privacy and Security:

As users become increasingly concerned about their privacy and security online, businesses must prioritize transparency and data protection. Brands should communicate their data collection practices clearly and invest in robust security measures to protect user information.

Final Thoughts

The future of social media marketing is exciting and full of potential. By staying informed about the latest trends and technologies, businesses can create innovative, targeted campaigns that effectively engage their target audience. Keep these 10 things in mind as you plan your social media marketing strategy, and your brand will be poised for success in the ever-evolving digital landscape.