Focus Allocation — TikTok: In both US and Canada, TikTok has recently seen massive growth, with a +282% YoY increase in MAU and a +462% increase in traffic for the month of February (2020 vs 2021). TikTok users are turning to the app for content about connected fitness, particularly videos about Peloton, who is a leader in the segment with their top five hashtags generating over 236 million views globally.
Whitespace Opportunity:
TikTok Tactic — Relating to User Content: Broader categories identified within specific hashtags across Peloton and Apple Fitness reveal great ways creators are connecting and experiencing their equipment and training. Current popular content categories for connected fitness on TikTok include:
TikTok Tactic — Trainer Spotlight: Similar to the brands themselves, currently very few connected fitness trainers are active on TikTok. Out of the few that are, all three of them are Peloton trainers and only two are actively posting as of 2021. Each trainer carries a strong brand awareness for Peloton seeing highest engagement on Peloton-related and tagged content. See how each trainer has successfully built their top videos:
In North America, TikTok has seen massive growth with a +282% YoY increase in Monthly Active Users (MAU) and +462% increase in traffic YoY in February 2021.
TikTok users are turning to the app for content related to connected fitness. The top five most popular hashtags all include “peloton”. Together they generate over 236 million views globally.
There is currently a large opportunity on TikTok for connected fitness companies. Only two competitors have a TikTok account; iFit & Hydrow with 38 and 10 followers respectively.
Brands with no TikTok Account:
The top 3 content themes for connected fitness are:
A trend on TikTok shows users making jokes about their fitness programs. Often they will make fun of themselves and their ability to keep up with their classes.
It also gives users an outlet to play around with their experience of using equipment at home. These videos often include close ups on different aspects of their outfits, bikes and surroundings to help tell the story.
Opportunities:
Top performing humour videos focus on a storyline related to connected fitness usage at home, ways instructors inspire users and joking about the intensity of the exercises.
Users create videos sharing their thoughts on a variety of instructors, usually focusing on their music choices, inspiring quotes and dance moves.
Opportunities:
Many creators post content about their favourite moments from specific classes or highlight instructor mannerisms in appreciation posts.
Creators have been using a mixture of text or time lapses to show their progress since starting their workout journeys. This provides a tangible experience for others to see what “pay off” or value these systems can offer.
Opportunities:
Through hashtags such as #pelotonjourney many creators are sharing their fitness journeys and goals using different connected fitness apps.
Currently only two Peloton instructors are active on TikTok including Cody Rigsby and Kendall Toole. Instructor Ally Love started an account but stopped posting as of December 2020.
On March 7, 2021, Cody Rigsby posted his first video, gained 47.2k followers and was verified within two weeks.
On his profile, two out of four videos feature the #peloton tag. His content explores motivational videos and workout snippets, all featuring elements of humour.
Videos with Cody Rigsby had 17.5M views before he was even on TikTok. Cody Rigsby Fan Page was launched at the end of 2020 and accumulated 18.6K followers over three months.
40% of Kendall’s TikTok content mentions or features Peloton as part of the story. Her top liked video and top shared video feature Peloton.
Her top videos include a mixture of:
Ally’s top TikTok video, where she participated in the #tapinchallenge, generated 55K video views.
Dancing challenges on TikTok have become one of the most popular content categories on the platform. The #dance hashtag alone has generated over 2.5B views.
While there are currently only a small amount of trainers on TikTok, there are a large number of TikTok fitness influencers such as: