![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/5fc057fde4b222220b6f12a5_Top%20Social%20Content%20for%20Runners%20%E2%80%94%20Activewear%20%E2%80%94%20Q3%202020.png)
Top Social Content for Runners
Key Takeaways
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c7bc0338e68af93665a498_Key%20Takeaways%20%E2%80%93%C2%A0Divider%20%E2%80%93%C2%A0Gradient.png)
Focus Allocation — YouTube & Instagram: YouTube consistently generates the highest volume of video views of running-related content, followed by Instagram. Consumption of running-related content on Facebook spiked during the early months of Covid, but has drastically reduced more recently.
Social Content — Instagram: Training routines & home workouts delivered by influencers. Video + Carousel are top formats.
Social Content — YouTube: Instructionals on warm ups, cool downs/stretching, and form checks to avoid injury.
Social Content — Facebook: Running adventure stories (drone footage, athlete narration, cinematic style).
Social Content — Twitter: Charity fundraising running challenges, just-for-fun running challenges.
Messaging — Blend in related audience interests: Our analysis of the running audience’s behaviour across various social platforms (including time spent, content consumption, & posting activity) identified audience interests outside of running. Consider blending run-related content & messaging with these other interests to give the audience what they’re looking for on social:
- Running Sub-Disciplines: Ultras, 5Ks, Triathlon
- Cycling: Bike commuting, Mountain Biking, Triathlon
- Related Fitness Disciplines, Especially those spiking during Covid: Bodyweight Workouts, Nutrition, Yoga
- Tech & Business: Ex. Techcrunch, Wired, Mashable, Techmeme, Digiday
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
YouTube consistently generates the highest volume of video views of running-related content, followed by Instagram. Consumption of running content on Facebook spiked during the early months of Covid, but has drastically reduced more recently.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c28b4a23fc39604bcaf714_Runnign%20related%20content%20on%20.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
The top content on Instagram is...
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c28b7b8c4ad5993678a9bf_Top%20content%20on%20Instagram%20%E2%80%93%C2%A0Event%20Recaps%20and%20Highlights.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c28b8ae9ba7e4fb95142f9_Top%20Content%20on%20Instagram%20%E2%80%93%C2%A0Training%20%26%20Stretching%20Routines.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c28b96dddfef7d693eb80c_Top%20Content%20on%20Instagram%20%E2%80%93%C2%A0Follow-alongs%20and%20home%20workouts.png)
IG Video Views Benchmark: 29K
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
The top content on YouTube is...
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c28bcf8c4ad5635678f0c0_Top%20Content%20on%20Youtube%20%E2%80%93%C2%A0Track%20%26%20Field%20Events.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c28bda4457a232b4ccaaad_Top%20Content%20on%20Youtube%20%E2%80%93%C2%A0Tips%20%26%20Tricks.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c28be9037a28d71a8b70cf_Top%20Content%20on%20Youtube%20%E2%80%93%C2%A0Running%20Shoe%20reviews.png)
YT Video Views Benchmark: 23K
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
The top content on Facebook is...
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c28c20e22a92291c77a723_Top%20Content%20on%20Facebook%20%E2%80%93%20Outdoor%20running%20footage.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c28c2edddfef79aa3f418a_Top%20Content%20on%20Facebook%20%E2%80%93%C2%A0Athlete%20features%20%26%20highlights.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c28c40020ce05c05b4e569_Top%20content%20on%20Facebook%20%E2%80%93%C2%A0Running%20achievements%20%26%20celebrations.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
The top content on Twitter is...
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c28c4b55983dc1f5dda168_Top%20content%20on%20facebook%20%E2%80%93%C2%A0at-home%20workouts.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c28c5c15001732ebf262af_Top%20content%20on%20facebook%20%E2%80%93%C2%A0running%20for%20cancer.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c28c64f24de816f0afd97f_Top%20content%20on%20facebook%20%E2%80%93%C2%A0running%20challenges.png)
TW Video Views Benchmark: 11K
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Outside of running, runners watch:
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c28ef40470320b1608c582_What%20runners%20watch%20outside%20of%20running.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Zooming in on reddit, the running audience is also interested in road cycling, swimming, MTB, and strength training.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c28f5cb46cb63d2d55d17f_Running%20subreddits.png)
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