Top Social Content for Runners

Content & Messaging
YouTube
Facebook
Instagram
Twitter
April 1, 2020
Sporting Goods & Outdoor

Key Takeaways

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.

The top content on Instagram is...

Video #1, Video #2, Video #3
Video #1, Video #2, Video #3
Video #1, Video #2, Video #3


IG Video Views Benchmark: 29K

The top content on YouTube is...

Video #1, Video #2, Video #3
Video #1, Video #2, Video #3
Video #1, Video #2, Video #3


YT Video Views Benchmark: 23K

The top content on Facebook is...

Video #1, Video #2, Video #3
Video #1, Video #2, Video #3
Video #1, Video #2, Video #3

The top content on Twitter is...

Video #1, Video #2, Video #3
Video #1, Video #2, Video #3
Video #1, Video #2, Video #3


TW Video Views Benchmark: 11K 


Outside of running, runners watch:


Zooming in on reddit, the running audience is also interested in road cycling, swimming, MTB, and strength training.

Links between subreddits measure the the number of users that post in both subreddits, indicating related interests.


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