The influence of social media is massive in today’s age. According to Statista, as of April 2024, 62.6% of the world’s population are social media users. It is no coincidence then that companies are pursuing the power of social media platforms for efficient brand promotion. And sports nutrition brands are no exception - in fact it’s much more relevant for them.
Valued at USD 45.24 billion in 2023, the global sports nutrition market is expected to grow at a compound annual growth rate (CAGR) of 7.5% from 2024 to 2030. To grab a piece of this lucrative pie, Sports businesses are leaning towards using social media as an extension of their marketing strategies.
"Social Media is here. It's not going away; not a passing fad. Be where your customers are: in social media." Lori Ruff, public speaker & author
Why Sports Nutrition Brands Can’t Ignore Social Media
Sports and fitness are inherently social activities, whether it’s team sports, gym workouts, or Pilates. This social nature implies that there is always a possibility to influence, encourage, and build a community of consumers; all aspects that are built into characteristics of social media (SM).
Besides, sports fans and fitness enthusiasts are turning to social media channels to stay connected with their favourite sports celeb or fitness instructor. By congregating their target audience in one place, social media gives instant access to a potential pool of consumers.
Statistically, according to a survey by the Council for Responsible Nutrition (CRN), sports nutrition is the second most popular category of supplements consumed by people. And 18-34 years is the age group that constitutes 41% of the target audience for supplements. This is the same age group that spends a significant amount of time on social media sites.
They are the ones to be influenced first, to step ‘outdoor’ following the insta-worthy lifestyle of their admired celebrities.
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Advantages of Social Media for Sports Nutrition Brands
The advantages of using Social Media Marketing to promote sports nutrition brand should be a no-brainer by now:
- Building Brand Awareness and Visibility
- Targeted & Cost-Effective Campaigns
- Audience Engagement
- Influencer Marketing
- Impact Assessment
"Content builds relationships. Relationships are built on trust. Trust drives revenue." Andrew Davis, Bestselling Author and Keynote Speaker
"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself." Peter Drucker, founder of Drucker Institute.
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Conclusion on Social Media for Marketing
Social media has emerged as the dominant channel for brands to communicate with their consumers. It is especially beneficial for start-ups and niche companies like sports nutrition brands that are keen to expand reach and brand awareness.
A carefully planned Social Media Marketing strategy is imperative to harness the limitless potential that social media offers. Creating compelling content, leveraging partnerships and influencer marketing, analyzing performance, and engaging with the audience are powerful tools that can propel your brand’s reach.
An omnichannel approach is needed to stay ahead in the competitive sports nutrition market. And in the current scenario, social media is the definitive tool you need in your marketing arsenal. As Erik Qualman, American Author of Socialnomics, says, "We don’t have a choice on whether we do social media; the question is, how well we do it."
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