SOCIAL MEDIA ANALYSIS: INSTAGRAM

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UMBRO
I had a look into Umbro's Instagram as well as a few of their competitors to really understand what the brand is promoting as well as followers to likes ratios to see who is engaging. At the time of analysing (11/02/18), Umbro have 343K followers and have gained 20K in one month. They are rather inconsistent with posts, sometimes 3 a day are posted, other days 1 and often no posts at all, this can perhaps suggest that they are unsure which strategy to take in terms of  uploading imagery and videos to promote the brand. They have posted 34 pictures and 5 videos in a month, which is considerably high and suggests that they have to constantly try and post to keep the audience engaged. However, the average likes are much lower than the likes of Adidas and Supreme and they post a lot less than 39 posts a month; 5.5K. The total likes for Umbro was 189K. The posts with most engagement were the videos in terms of views, and particularly those featuring a famous footballer or a new design for a football kit and boots. 


 This shows the ratio of followers to the average likes on a post. Suggesting that there is one like for every 62 followers.
Umbro also have many accounts on Instagram for all countries but only 'umbro', 'umbrobrazil' and 'umbrousa' are verified.
NIKE
Nike is a sportswear phenomenon specialising in high quality performance gear as well as stylish casual wear so it will come as no surprise that there followers are significantly higher; they have 84.6 Million, but currently since analysing they had not posted for 7 days; can suggest that they have such a loyal fanbase that they do not need to constantly catch the audience's attention. The total posts between January and present are 5 pictures and 1 video, and the total likes resulting in 2 Million. Significantly higher than Umbro, considering the mass reduction in posts as well. The average likes from 5 posts was 4 times greater than Umbro's total likes from 34 posts. The average likes on a picture was 407K; higher than Umbro's overall following as well. Another significant finding was that Nike have over 10 other Instagram accounts, all verified. E.G 'nikewomen', 'nikesportswear', 'nikebasketball'.


The ratio of followers to the average likes on a post is much better and shows a mass of audience engagement compared to Umbro. For every 5 followers there is a like.

 ADIDAS
Adidas are another competitor for Umbro; similar to Nike making quality clothing for leisure and athleisure. The main adidas account has 23 Million followers but Adidas Originals has 32 Million followers; this can suggest that younger people engage more with the original collections; as 90% Instagram users are under 35. 
Adidas have posted 8 times between January and February. Average liked were 116K and total likes were 816K.

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