Three Fifths Of Sports And Fitness Wear Brands Have Used Social Media Influencers

Wed 26th Sep

Three fifths of sports and fitness clothing brands have used social media influencers to help promote their products, it has been revealed, and as many as 49 per cent of these noticed a boost in sales following this.

As many as 62 per cent of business owners or marketing teams from sports and fitness wear brands have used social media influencers to promote their products. Of these, two thirds of them recompensed the influencers through free clothing or merchandise.

The study was conducted by the team at global affiliate network Awin, and 1193 business owners or marketing teams from sports and fitness clothing brands were polled.

The respondents of the study were initially asked whether they had ever used a social media influencer to promote their brand, to which 62 per cent said that they had, whilst 38 per cent said that they had not.

Relevant respondents were then asked if they had noticed an improvement in sales following their use of an influencer, with 49 per cent saying that they had, 16 per cent saying that they had not, and the remaining 35 per cent saying that they weren’t sure if it had made a difference. The average uplift in sales around the time of influencer posts was found to be 53 per cent.

Next, participants were asked how they recompensed the influencers for promoting their brand. When told they could choose multiple options, the most common answers were ‘they were given free clothing or merchandise’ (65 per cent), ‘through direct payment’ (51 per cent) and ‘through discount codes’ (44 per cent).

Participants were also asked if they were planning to increase their spend on influencer marketing, keep it the same or decrease it. Just over half (52 per cent) said that they were looking to increase their spend, whilst 11 per cent were looking to decrease it, and 33 per cent said that they were content with their spending.

All respondents were asked which social media platform was the most important for their use of influencers, and the top result was Instagram (45 per cent), followed by Facebook (36 per cent) and YouTube (26 per cent).

“It’s no big surprise that so many sports and fitness brands are using social influencers to help promote their products. It’s encouraging that so many have seen a boost in sales, as this is playing a big part in sports and fitness marketing.” Claire Mullan, Head of Marketing at Awin