Top Social Content for Runners

April 1, 2020

Sport & Outdoor

Key Takeaways

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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

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.