What Gymshark Teaches Social Marketers about Influencer Marketing

What Gymshark Teaches Social Marketers about Influencer Marketing

Here are three lessons that social marketers can take from Gymshark when it comes to working with influencers. You don’t want to be in a situation where your influencer talks up your product and doesn’t point out product features they were surprised by. For example, when Gymshark released their seamless clothing line, Whitney Simmons put together a product review. She shared what she loved about the line, and compared it to other Gymshark collections. Then Whitney went to try the leggings on, and saw that there was already underwear in the leggings. She found a solution by cutting out the underwear, and loves the leggings. The reason she pointed out this feature is because she thinks it could be a selling feature for others and that she wanted to be sure people were aware of this product feature so that they weren’t caught off guard. Brands need influencers to give good, honest reviews so that consumers will learn about and buy their products. It’s a screenshot of a workout clothing review YouTube video by one of Gymshark’s ambassadors, Whitney Simmons. It’s also a meet-and-greet with their influencers.

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What Gymshark Teaches Social Marketers about Influencer Marketing
  • Facebook
  • Twitter
  • Google+
  • Buffer
  • Pinterest
  • LinkedIn

There’s no question about the rise of influencer marketing. In fact, according to our 2017 State of Social Marketing Report, over half of brands say that they either strongly agree or agree that influencers play a vital role in the success of social.

  • Facebook
  • Twitter
  • Google+
  • Buffer
  • Pinterest
  • LinkedIn

There are, however, a lot of questions about what needs to be done to create a strong influencer marketing program.

Here are three lessons that social marketers can take from Gymshark when it comes to working with influencers.

1. Authenticity Is Key

Not every person is going to love every single part of your product. It’s important that you have influencers who will share it all—what they absolutely love and what they don’t agree with or were surprised by.

You don’t want to be in a situation where your influencer talks up your product and doesn’t point out product features they were surprised by. The review will come off as disingenuous. Your influencer will start losing followers, or their followers will begin to gloss over any posts featuring your brand. If your influencer was surprised by a product feature, chances are, some of your prospective customers will be surprised by it, too.

For example, when Gymshark released their seamless clothing line, Whitney Simmons put together a product review. She shared what she loved about the line, and compared it to other Gymshark collections.

She also calls our attention to a feature that doesn’t normally come with leggings—built-in underwear. She shares that when she first got the pair of leggings, she was beyond excited.

Then Whitney went to try the leggings on, and saw that there was already underwear in the leggings. She shared her confusion, told viewers she cut the underwear out, and found out that the reason the underwear is built in is so that they 100% know the leggings are “squat-proof.”

She also says that, without the underwear, she thinks the leggings are squat-proof, but that the built-in underwear is there to provide security for people who might be extremely self-conscious about it.

Whitney ends by saying that the feature wasn’t for her. She found a solution by cutting out the underwear, and loves the leggings. The reason she pointed out this feature is because she thinks it could be a selling feature for others and that she wanted to…

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