Good vs. Bad Marketing: Running Brands

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The majority of people aimlessly scroll through Instagram. Me? Nope. My marketing brain is always on. Keeping me up at night. And differentiating between good content and bad content. So, that's what we're covering tonight.

And as always, thank you to our partners Eight Sleep and Saral.

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Reebok has 4.4M followers on Instagram.

That's 23x Tracksmith's 192K.

But their engagement analytics and numbers per post are close….

How?

Tracksmith has cracked the code on content. They know what makes people stop and engage, while Reebok is still going for “on-brand” content.

Let's dive in.

Good Content Is A Brand Entry Point, Not Just A Way To Sell Products…

“We have big ambitions for content, it’s one of the best entry points to the brand, especially when digital advertising and social media are so fickle.” - Matt Taylor, Tracksmith founder

Your competitor on social media is not other brands, it’s everything you see on your feed.

Scrolling through Tracksmith’s IG feed, you see it’s a diverse mix of stories, community events, advice for runners, and some product styling shots.

They're creating content around a lifestyle, community, and shared passion viewed through the lens of their brand. And that's what makes their content so compelling.

In contrast, Reebok’s feed is a never-ending stream of product shots. It’s like they are yelling “Buy this now!” with every post.

No one wants to be sold to, especially when they can just swipe away to a more entertaining post in their feed.

The lesson? Your social content should invite people into your world, not push products in their faces. It should make them want to learn more about your brand, not feel like they're being sold to.

Good Content Sells The Five-Second Moment Of Change…

“The only content that people will share are WTF, OMG, LOL” - Shaan Puri

Tracksmith demonstrates the right way to talk about your product on social.

They don't just sell the product; they sell the 5-second moment of change by building a story around it.

When Tracksmith features products in their content it shows people on a run and in the moment, showcasing how it transforms their daily activities.

For example: Their Downeaster Pants and Hoodie make the post-run hot chocolate feel even cozier.

They highlight how the back pockets of their shorts can fit an energy bar during the run.

They demonstrate how their jacket can protect runners from wind and rain, "inspired by the many runs their team sloshed through on the wet and windy roads of New England."

Each product-focused piece of content is a story for their running community. It's about how their clothes can keep up with whatever training throws at them.

Reebok's social posts on products read like a product feature brief. They focus on the specs, not how the products can help transform people’s lives and help them reach their goals.

Good Content Is Not About The Brand…

“Conceptualize and execute standout brand moments that resonate deeply with our customers and position the brand as a leader in the running space.” - Job spec of Tracksmith Sr. Director of Marketing

When you scroll through Reebok's feed, it's clear that their content is all about them. It's a product showcase of features and latest releases, created from the brand’s perspective.

Even their posts about a runner's story include a zoom-in on their logo.

They want to be trendy, so they created a post about running away from friends who are into NFTs, even though it may not be relevant to their audience.

The content feels forced and disconnected, they’re creating for the faceless masses.

Contrast this with Tracksmith. Their content feels like it comes from the heart of the running community. It's not about Tracksmith the brand; it's about the runners they serve.

Through brand activation, events, and running stories, TrackSmith creates brand moments with their community that serve as the source of their content.

Running moments deeply resonating with their community.

So when your brand makes social content:

• Anchor yourself in the customer's lifestyle and passion.

• Create WTF, OMG, LOL moments to get shared.

• Depict the heart of the community through stories and experiences.

• Showcase key moments versus the product.

In partnership with SARAL

“Advertising Is The Last Thing People Want, People Want Connections.” - Andrew Katz (CMO, Athletic Brewing)

Athletic Brewing understood perfectly that people crave connections, not ads shoved in their faces.

They dominated the non-alcoholic beer market by teaming up with influencers and athletes because they knew it felt more genuine when people saw someone they admired enjoying a product.

Here’s how I’d do the same:

• Find where your audience lives online.

• Start small. Think micro case studies.

• Use a tool like SARAL and test various types of influencer campaigns:

  • Gifting/Seeding

  • Ambassador/Affiliate

  • UGC

  • Always On

• Look at the numbers—see what clicks with your audience.

• Expand and repeat.

Ditch overwhelming sheets and complex tools.

Find, contact, manage, and track influencers/UGC under one roof with SARAL.

Have questions? Their team answers them.

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