The time conventional advertising became less effective, influencer marketing began getting momentum in lifestyle, sports & other industries. This specific transition even resulted in the evolution of athleisure.
Sports influencer marketing has become very suitable for fitness and sports brands owing to the increase in popularity of health and wellness. Influencers in fitness and sports do more as compared to just promoting the product. They are the ones who convey to the target audience what they require doing to attain a specific fitness goal. Moreover, such sports and fitness influencers are trendsetters who influence and encourage the audience about the right diet & exercise routine.
Influencer marketing in fitness and sports are done by both well-established & newly launched sports brands. This specific tactic shows a brand trying to promote their sports product as well as services via sports personalities, athletes, & trainers.
Owing to the genre’s nature, sports influencer marketing may be tricky to implement. Sports brands require continuously revamping their strategies for social media owing to rigorous competition. The goal of campaigns in such a strategy can be disseminating brand awareness, increasing sales, providing discount availability details, etc. Moreover, few of the campaigns even concentrate on targeting a particular set of audiences.
We at Talent Resource Sports will discuss here – everything regarding sports influencer marketing:
How to select the correct influencers in fitness and sports?
Influencer selection is very important when it is about sports & fitness. Brands require being highly careful with whom they tie-up with as it can affect the way their brand gets perceived by the fitness freaks.
Also, those users who get highly inclined towards fitness and sports niche are very particular when it is about following a specific influencer. Influencers addressing the niche must be completely dedicated & consistent with their social media posts. Here, we will try to understand ways how a sports brand should zero on a specific influencer:
Always remember the purpose of your sports campaign
All sports and fitness brands do not all the time look for selling their products. There are various reasons as to why a brand should depend on a fitness influencer. Reasons may be launching a brand new product, disseminating crucial updates about the upcoming sale and others. Ensure that you know the objectives and goals of your campaign set up in social media. This would help you decide the type of influencer you are looking for.
Figure out which kind of influencer you literally want for your sports campaign
Even sports and fitness influencers fall in distinct tiers. One can opt for celebrity/mega influencers, macro-influencers or basis the scale of one’s campaign. Influencers get broadly differentiated based on the follower’s range. But it is advisable to have a look at the other aspects even before selecting influencers with a completely high number of followers.
Review what influencers post about generally before you select them
The Sports & fitness industry is a vast industry, which includes more than exercise. Many of the brands now even offer organic foods, diet foods & energy drinks for which they require collaborating with the sports & fitness influencers. Also, few brands are just meant for fitness apparel & a few just cater to sports shoes for particular sports. Thus, before you join any influencer, review whether their contents match with what the brand plans at offering or promoting.
For instance, your brand promotes and produces vegan food. For you, a perfect choice would be an influencer who is into the vegan diet, who can promote your brand with full dedication.
Review social media platforms that your shortlisted sports influencer uses
Implementation of an influencer marketing strategy is crucial. Once you select a few of the influencers for your fitness and sports brand, know which of the social platforms they use to connect with the audience. Also, this will give you an indication of the content type they are excellent at. Moreover, once you have an idea regarding the platform, it can assist you in forming better strategies for content.
Determine how you would want to interact or connect with the influencer for your brand
Besides the celebrated pro athletes, sports & fitness have several kinds of influencers. Though few brands implement tactics concerning their brand or product, few connect with a particular sport. For example, a brand that only deals with gym equipment should get along with influencers who are renowned gym owners or enthusiasts.
Why has sports influencer marketing become important?
There has been an upsurge in concerns regarding fitness and health over the past few years. Sports & various other physical activities play a vital role in it. Though COVID 19 has considerably slowed down various things, especially the lockdown affected sports participation, an increasing number of people have understood the importance and necessity of remaining fit.
Fitness & sports influencers have always been very popular with fans, who happily have gone online to understand and learn more regarding the stars’ recent successes or to learn something from their sports linked tips. With the maximum population stuck at their homes, sports have become more important than before as they are into finding alternative means of training themselves at home.
