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How Fitbit’s Top Performing Posts Generate Engagement by Knowing Their Audience

What’s the best way to know whether your social content is achieving the goals you want it to? Take an anatomical look at what’s happening across all your brand’s active social accounts over the course of one month.

Analyzing all of your social channels collectively is a smart way to generate a quick snapshot of how you’re doing right now. It’s where benchmarking — vital to a healthy social presence for any brand — begins.

Let’s find out how FitBit generated a whopping 75,000 engagements on Instagram (comments + Likes) and Facebook (comments + Likes + clicks) during August 2015 using a wide variety of tactics, some standard practice and some quite innovative. There are definitely lessons for your own brand tucked in here.

Building a Sense of Community

FitBit does well when it directs social content at people who have already bought its product.

This image, for example, was incredibly successful on both Facebook and Instagram, generating 6,519 engagements on Facebook (over 10x the engagement average for FitBit on Facebook) and 5,492 engagements on Instagram (over 2x the engagement average for FitBit on Instagram).

How Fitbit’s Top Performing Posts Generate Engagement by Knowing Their Audience

First of all, this is great validation for this particular piece of content: it excelled on both Instagram and Facebook. Something about this message clearly resonated with FitBit’s social audience on both these social networks.

Everyone wants to feel like they’re part of the “in” crowd, and posts like this one encourage this kind of ethos, while also reinforcing the product’s positioning as central to followers’ lives — in a humorous, tongue-in-cheek style.

Giving Fitness Advice

As I’ve mentioned before, if you’re not providing valuable content, whether in the form of inspiration or new information, you’re not going to see the kind of results that you want on social .

FitBit doesn’t have this problem.

20% of FitBit’s top performing posts on Facebook and Instagram focused on fitness encouragement, and used their #MondayMotivation hashtag.

By encouraging positive change in their followers’ lives, FitBit engages — and keeps — its 133,000 followers on Instagram.

Asking for Interaction

40% of FitBit’s top performing posts asked for a specific action from followers during this time period, whether that was a question or a request to tag friends.

Some other posts in this cadre of top-performing posts asked the following questions:

  • Where’s your favorite place to take a walk?
  • What have you discovered while out for a walk?
  • What small, healthy choices do you make to stay on track?

By checking in with its social audience to ask about their health-making routines, FitBit creates a fitness forum of sorts — and increases the likelihood of getting meaningful comments out of its followers.

Staying Responsive

FitBit doesn’t just ask the questions — it responds to the responses. That’s how you keep a community’s fire lit, folks.

Take this high-performing post, for example.


As you can see in the comments section, FitBit responds to problems and makes sure its customers are happy. Its Instagram account has become more than just pretty pictures: it’s also a part of FitBit’s holistic customer service experience.

Leveraging One Big Bollywood Influencer

FitBit’s most engaging post during August 2015 wasn’t its own — it came from influencer partner Tiger Shroff.

This is a great example of how partnering with the appropriate influencer (whether that has to do with magnitude of his or her social following or purchasing tendencies of his or her social following) can reap vast rewards for a brand — rewards which might even exceed what a brand’s social team can do on its own.

How Does *Your* Brand Look at Social?

Whether it’s community-building on Instagram or tapping influencers on Facebook, FitBit is hitting its social presence from all angles and seeing some magnificent results. Their tactics are generating real engagement — what can your brand learn here? Let us know in the comments below or hit us up @simplymeasured on Twitter.

If you want more tips on how to enhance your social strategy across all your active social channels, check out our popular 5 Keys to Cross-Channel Social Analysis by clicking on the link below!

Lucy Hitz

I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.

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