In my previous post, I wrote about 3 ways that Nike can improve their social media game going forward. One of Nike’s biggest competitors is definitely Adidas. So, in this post we’ll be looking at the 3 biggest differences in their Twitter practices. These 3 differences make on impact on the overall performance of the company, due to the fact that nowadays social media usage is crucial to institutional success. The 3 biggest differences are:
- Adidas correctly portraying their corporate social responsibility.
- Nike simply has better content.
- Adidas utilizes brand collaboration.
1) The Good Guys
Adidas does an incredible job of showcasing their efforts to help the environment. They actively post about the work they are doing in terms of producing recycled shoes and apparel. They also have a deals with international soccer clubs, where they make limited editions of their jerseys out of fully recycled materials.
This, all in juxtaposition with the fact that Nike constantly gets comments on their Twitter regarding their use of cheap Chinese labor, referencing “sweat shops”. As you can see in the image above, Adidas is talking about their efforts towards recycling, while Nike is getting bashed for several controversial issues. Adidas just seems to be a company with less skeletons in their closet and they use Twitter as a way to exaggerate that difference between them. Personally, I think Nike has better gear and content, so I don’t see this as a bad strategy for Adidas to play the “good guy” on Twitter.
2) The Content Kings
I’ve talked about this in both of my other blog posts, however, Nike is known for having amazing content. They use images and videos in a way that uplifts, inspires, and motivates athletes of all different cultures and genders. This is an extremely powerful strength to have on Twitter because once you have this capability and reputation, it’s so important that you keep the content coming. Moz states that voice is a massive practice on Twitter and Nike definitely has it’s voice. They know that people expect a deep message behind their videos and an intensity that second to none. This is where I give Nike so much credit, because they honestly are so great at it. What Nike does that’s different is that they don’t simply show the greatness of their athletes, they use the adversity they’ve overcome to create an enthralling story line. This story line then becomes the ad and this is where the deep meaning comes from.
3) Buddy Buddy
Brand collaboration is something that both Nike and Adidas do, however, Adidas not only does a better job at marketing them, but they also do it more often it seems. Adidas launched a collab with Prada on December 4th, 2019. This is a great thing for both Prada and Adidas because of the idea that both benefit from the shared customer base. AdNews states that with collabs, companies unlock the potential of another brands customer base, which hopefully helps sales. However, in this case with Prada they are not looking to sell a ton of product, due to the fact that it’s limited edition.
Which Twitter Is Better?
Overall, Nike’s Twitter is better because of their outstanding content, but Adidas is definitely instituting some good things as well. I really like both of these companies but I must say I am a bit biased towards Nike, since I love their content and products. What is your favorite company on Twitter? Leave me a comment below!
Nike Social Media Blog 