Assess the different ways in which a business can use social media to attract a target audience. (m1)
1. Assess The Different Ways In Which A
Business Can Use Social Media To Attract
A Target Audience. (M1)
GRAZIELLA VAGLIVIELLO.
2. The Businesses And Their Target Audience.
• Nike- It has been said that one of Nikes target audiences is women in their 20’s and 30’s that
have the athlete leisure lifestyle which can be seen as them living a mainstream lifestyle. By
this Nike does sell sport bra’s, tights and leggings for them to be worn at the gym, errands and
brunch. The cost of the products from Nike can be seen as expensive so middle class may be
more popular when buying the Nike products as they will have enough money to afford it.
• Stone Island- This brand aims their products at 16 to 25 year old males who have a large
income as their products are very expensive to buy, so they should have a middle or upper
class status or background. These products are aimed for snowboarders as they are ‘thermo
sensitive’ which is good in the cold conditions but is also for aspiring boys who like fashion and
a good brand name.
• Adidas- The target audience they aim for is young ‘athletes’ which ranges from 14 to 29 year
olds who are athletes or are passionate about sports. This is shown as Adidas have a range of
products and equipment for many different sports such as basketball, hockey, golf and football.
The target audience for Adidas can be seen as aspirers as the social media posts contain top
athletes so therefore the young athletes look up to them.
3. Type Of Content Posted.
• Nike- There is a specific page for Nike’s target audience ‘women’ on Instagram that has a variety of
content posted at least once every week. The page varies from celebrities using the products, such
as Serena Williams and Simone Biles, to videos of the products being used and still image of the
product. With this shows that Nike doesn’t want to be over powering with posting a lot but allowing
the women to keep updated with what's happening with the brand and the different products being
released.
• Stone Island- With the content stone island posts shows clear images of the new products being
launched as well as the different colours it comes in. The clothing in the majority of the images are
worn by models with either a white background or a blurred one when they are outside so that the
clothing stands out or either a store of stone island or the product such as bags been taken with a
white background. The content is posted every day which shows that they are trying to the
customers are aware and don’t miss out on anything as they do like to take 3 pictures at different
angles of the clothing worn.
• Adidas- On Instagram Adidas likes to post many photos and videos of celebrity athletes using the
products from Adidas, these celebrities range from Gareth Bale and Jessica Ennis who are top
athletes. The content posted varies a schedule as sometimes Adidas posts an image or video every
day and then leaves it for a while and then posts once in a blue moon, this can show they only post
when they have something to tell the customers and like Nike don’t want to be overpowering on
customers feed.
4. Colours Used On Their Posts.
• Nike- This brand used a variety of colours in their posts depending on what effect they want to
have on the customers. Some images are in bright colours to attract the customers to want to
go and buy the product and also portray what sort of happy like you can have when being
active. These colours could be seen as feminine as they are bright and most colours are yellow,
pink and red but Nike does try to use a variety of colours. Others are in black and white to
inspire the women who are looking at the image to go out and get active this shows that in a
way the colours used by Nike are to motivate their customers to get fit.
• Stone Island- For Stone Island they use very plain colours for the background which for most is
white, this allows the colours of the product and the product itself to stand out. From this it
adds colour to the posts as some clothing is very bright whereas others are dull such as black
and grey. But with a multi-coloured content allows the page to not be overpowering as well as
showing the different colours stone island have for their products. These colours could be seen
as the stereotype for males as they are quite dark and plain.
• Adidas- They also like to use a variety of colours like Nike to have different affects on the
customers. When in black and white shows that Adidas are trying to motivate their customers
and allow then to aspire to be the best as celebrities are the ones modelling the product in the
photo. Also there are many coloured images to show the quality of the images as well as the
life sports bring to people.
5. What Lifestyle Are They Selling To Customers.
• Nike- By looking at Nikes Instagram it shows that the lifestyle they are trying to sell for
their target audience is a healthy, athletic lifestyle which is shown by the images of
women at the gym and working out. In some images also shows the dedication some
athletes put in with the sweat shown in the high quality images, this shows that they
have a dedicated lifestyle as well as high up in the sporting industry as they use top
athletes such as Elena Delle Donne and Serena Williams.
• Stone Island- With the content they produce on their Instagram shows a very
adventurous lifestyle with some backgrounds showing deserted places and on top of
buildings. But with the plain backgrounds shows a very stylish lifestyle with the
products ranging from cosy jackets to buttoned up which shows a very fashionable
lifestyle shown to the male audience.
• Adidas- The lifestyle Adidas shows its target audience is a life which you have to put in
hard work to get the victory which is shown in may videos of world class athletes such
as Ana Ivanovic. But as they are aiming for young athletes they show a variety of
sporting lifestyles with professional athletes which can suggest that using Adidas
products leads them to a high class athletic lifestyle.
6. Different Language Used In Their Posts.
• Nike- The caption they use for their posts varies depending on the photo. If the product has
just been launched or coming up to launch day they will caption the photo about what it is,
when it will be released and guide the women to their store online, this informs the customers
about what they are able to buy. The black and white photos have motivational comments
which can then push the customer to go out there and do it, then this will mean that Adidas
can sell their products as the women believe with that product in the image they will be able
to achieve.
• Stone Island- The captions for Stone Islands are very informative and descriptive on what the
product is, what sizes and colours, when it will be released and different costs as they sell
world wide. From this, Stone Island allow their customers to know lot about the product and
can then feel reassured as they know what they are buying as it was said by the stone island
brand themselves.
• Adidas- Like Nike, Adidas do love its inspirational comments when posting images and videos
of top athletes which can allow its target audience to feel inspired and as they are young
athletes they can then look up to them and try to aim as high as they are. They also inform
customers with new products and when they are available, from this they add their link to
their online store so that customers are able to get the product.
