How Gymshark Responds To Feedback Using Social Listening
Social listening is a concept derived from implementing a change due to learning some new knowledge. It showcases a brands ability to actively listen to what their customers want and in turn, give them what they want. It is a concept often applied to digital marketing strategies and campaigns as a way to generate sales and to foster a brands relationship with their customers.
By highlighting that you are actively listening to your audience, not only will they be more willing to engage with your brand but they will feel more inclined to remain to loyal to you as you make them feel heard. Gymshark has employed listening as a way to determine what their tone of voice should be on the various channels they use and how to deliver the right message to each audience.
Based on customer feedback and data analytics, Gymshark has noticed that their communication and engagement to customers across their platforms has not been working as effectively. What they noticed was that different segments of their target audience use different platforms and those platforms require a certain tone of voice. For example, Facebook is more advertisements and information whereas TikTok is more light hearted and receptive to humour.
Gymshark's issue was that they were using the same tone across all platforms, forgetting that different platforms react better to different tones. Upon realising this, Gymshark was able to readjust their advertisements and texts by learning about their different channels, they did this by examining who uses which platforms and what style of dialogue is best used.
Gymshark created a distinct voice for each platform and tailored posts in a way that those channel-specific fans would want to see it or read it. On Pinterest, for example, Gymshark grew its following from 400 to 14,000 users after adjusting their target messaging strategy based on their platform insights. This highlights the benefits of utilising social listening to your advantage. By being able to listen and adapt, Gymshark showcases how they prioritise their relationship with their customers and strives to make their content easier to understand and consume.
Benefits of Social Listening:
- Campaign analysis provides feedback on how a particular marketing campaign resonates with audiences on social.
- Competitive analysis reveals insights into how competitors are doing based on conversations on social media.
- Event monitoring enables a company to see how audiences respond in real time to a specific event, such as a virtual conference.
- Industry trends surface when a company listens for discussions mentioning its industry, using social functions like hashtags.
How can you benefit from Gymshark's insights?
For your own benefit, consider encouraging your customers to suggest new product ideas or features and vote on their favourites on platforms that offer story options, like Instagram or Facebook.
What this will achieve is new ideas that will be guaranteed success as they are ideas coming from customers that actively use your products regularly. After all, these are the people who will be buying your product, you may want to consider creating something they say they would like as a way to secure sales and develop customer loyalty.
An example includes using the "Questions" sticker on Instagram stories to generate a Q&A Interactive story where customers can offer up suggestions on what they would like to see more of from Gymshark.
Additionally, familiarising yourself with Facebook, Instagram, TikTok and Twitter analytics to see where your downfalls may be will allow you to see gaps in your efforts. Analysing this data will allow you to create a more personalised customer experience with your company and will therefore increase their chances of purchasing again.
Gymshark is therefore a prime example of how proactively listening to your customers and making the most out of your data can help to increase sales, customer loyalty and to maximise your presence on social media. Their increase in Pinterest interactions alone is demonstrative of how social listening works and is a valuable addition to your marketing strategy.
To find out more about how 'social listening' can improve your business's social media performance and conversion rates, get in contact with us here for a free strategy session!
