As a company owner in 2017, you’d be foolish not to utilize social media to reach a vast and varied target market. Kayla Itsines is an expert example of a businessperson who is using social media “right”. Itsines and her husband together founded the ‘Bikini Body Guide’; an exercise and nutrition programs aimed at improving the health and self-confidence of women across the world. Exclusively through social media branding, Itsines essentially built a global empire with 7.2Million Instagram followers, an array of books and products, with the recent addition of the interactive smartphone app, “Sweat”. Kayla also uses Instagram to notify followers of her travels and subsequently plan a group Bootcamp session across the globe.
As demonstrated below, Itsines’ Instagram frequently advertises ‘Transformation pictures’ of clients who have successfully used the product with pleasing results. Thus the companies branding is very clever as it’s essentially ‘click bait’… new followers see this promise of a ‘new/fit me’ and are therefore inclined to purchase the product. These progress pictures are essentially how Itsines targets her niche audience and reflects the pulse of the public – knowingly addressing a public need and providing a solution. By including these images of clients and herself she is advertising the experience promised by the brand and instances where they delivered.
Itsines’ use of social media, for instance, Twitter and Facebook empowers consumers to interact with the brand. Platforms from which she can motive, connect and directly interact with her target audience. It’s so effective you essentially forget she is constantly promoting her company and image.