How Peloton is evolving their digital strategy to reach new audiences
+a guide on finding your target audience and the cultural moments | news that caught our attention this week
quick summary ⚡️
After just 2 weeks, Peloton’s partnership with TikTok, #TikTokFitness, has racked up over 3 billion views
Tips on how to find your target audience
Content creators are pushing back against platforms monetization policies, TikTok Shop has jumped the shark and more in the cultural moments and news that caught our attention this week
The majority of consumers trust the product recommendations of influencers
peloton is bringing fitness to tiktok
TikTok has teamed up with Peloton to create their new fitness hub, #TikTokFitness. The hub will include everything from exclusive content from Peloton instructors [many of whom are influencers / creators], live streamed classes, celebrity collabs, behind the scenes and more.
“On the one hand, there’s a longer-term goal around changing perceptions around who Peloton is for to multiple different types of audiences and I think one of the real strengths of TikTok … is that it increasingly reaches everyone, including the younger audience,” Oli Snoddy, Peloton’s vice president of consumer marketing, told CNBC.
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As of right now, the partnership is a great win / win for both brands. Peloton recently rebranded themselves as a fitness company “for all,” wanting to become more accessible to larger audiences, and TikTok pushing for longer form content [over 1 minute] from creators. Coming out of the launch, Peloton shares surged 15% and #TikTokFitness already has over 3 billion views.
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However, there are some skeptics…
h/t to Lindsey Gamble, Associate Director of Influencer Innovation at Mavrck, who broke down the partnership via LinkedIn
struggling to connect on social and grow? you might be reaching the wrong audience
Understanding your target audience is essential to accomplishing any kind of goal related to digital, social, growth, sales, subscriptions, engagement, business, you name it.
Here are some initial steps to take to get started and/or refine your process in order to hone in on exactly who your target audience is:
Identify what you think your audience looks like [age, gender, interests, location, etc].
Get familiar with analytics. Now look at the numbers on your social platforms. Check to see if the audience data aligns with what you think of your target audience. Note the differences.
Define your target. Combine who your audience is and who you’d like to be reaching into 3 sections; superfans - your diehards, converts - those within reach, and aspirational - major goal audience.
Measure and tweak. Once you are consciously creating content, double down on analytics. Measure how content performs.
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more on the MTD blog
💎cultural gems💎
The cultural moments and news that caught our attention this week:
The creator economy is ready for a worker’s movement (TechCrunch). “On Instagram, I’ll have a video hit 900,000 views and make six dollars. It’s insulting.”
Chiefs-Dolphins Playoff Game on Peacock Sets Records for U.S. Streaming and Internet Usage (WSJ). Saturday’s Wild Card game was the largest event ever for internet usage in the US, accounting for 30% of web traffic.
Though, not everyone loved it…
Flag on the play (Evan Shapīro on LinkedIn). “how do I cancel Peacock now?” was trending across platforms after Peacock put Saturday’s NFL Wild Card game between the Chiefs and Dolphins behind a paywall.
TikTok Shop has officially jumped the shark (Taylor Lorenz on Instagram). “At this point, TikTok will promote literal garbage if it’s sold in Shop. Case in point: Herrman signed up for TikTok shop last week and listed an old mechanical pencil.”
‘The Sopranos’ Turns 25: HBO Launches 25-Second TikTok Episode Recaps, Never-Before-Seen Deleted Footage and More (Variety). In celebration of the 25th anniversary of The Sopranos, HBO has launched @TheSopranos TikTok account, featuring “Sopranos in :25,” a series of condensed, 25-second recaps of all 86 episodes.
January’s Secret: It’s the Best Month (NY Times). “I don’t have to go to any parties. I don’t have to go to any holidays. I don’t have to do anything. I can just chill.”
audiences tend to trust people over brands
When working with influencers, the key is to find the right one(s) for your brand. Today’s social audiences are savvy, and they can tell if a partnership feels inorganic and forced.
When looking at what types of influencers resonate across various categories [health and wellness, beauty and personal care, food and beverage, baby and kids, personal technology and consumer goods], consumers preferred influencers with relatable personalities (60%-70% of each category) followed by expert personalities (50%-58% of each category).
for a breakdown on 3 creators brands love to work with, head to the MTD blog