This is the series where we show you specific insights and data about your brand and its competition. Below are the specifications of the three sports-brands we will dissect in this cohort. These brands are very different in their specific styles and their audiences differ in style. The similarity between brands converges because they share the same target audience
When brands have a common audience, a marketer must ask themselves, how do we compete against each other? The hundreds of clusters in this cohort teases out the nitty- gritty of what makes visuals work. and are efficient with certain brands and audiences. Read on to find out about how Cortex generates the hundreds of clusters that give insight into what does and doesn't make their content work.
Posts: 628 Interactions: 18 million Audience: 5.5 million followers, likes, and comments Platform: Instagram Time Period : 1 year, from July 2019 to 2020 Brands: Vans, Nike, and Champion The Audience: Their audience is men and women in their 20s and 30s So lets see the data... How exactly is their content performing? What makes the visuals work? What makes your content stand out?
Content Data- Positive Performing Clusters Posts of simply footwear performs 55% above median performance of these sports brands. These visuals focus on the shoe and this specific cluster shows how the brand Vans dominates this cohort.
In addition to content, our performance by month to month graph shows that there are peaks and valleys in specific months. Peaks appear in the early winter months and spring months.
Visuals with a content focused specifically on footwear in urban situations performs strongly. Footwear in urban scenes performs 36% above median performance of these sports brands. In addition to this, our performance by month graph shows that visual content of shoes in urban scenes performs well off and on throughout the calendar year. The Champion logo also interestingly performs 30% above median performance of the sports brands cohort. These visuals are color coded and contrasted with this iconic and simple logo.
Women in footwear performs 9% above median performance of the sports brands . These visuals are color coded and not as focused on the fashion, but the beach and travel, as well as the general atmosphere of sports brands for young adults
. Outerwear focused visuals performs 5% above median performance of Champion, Vans, and Nike.
Content Data- Negative Performing Clusters
Clusters of action shots which focus on the individual and their clothing performs 10% below median performance of these fashion brands.
Visuals focused on a close up of a face performs 17% below median performance of these brands. These poor performing clusters are also mostly Nike post.
Visuals focused on surfing and surfers performs 19% below median performance of these brands sports brands.
An interesting insight for Champion is their posts that feature visuals focused on less obvious Champion clothing performs 26% below median performance of these brands.
COLORS- Positive Performing Clusters
Visuals with prominent darksalmon performs 28% above median performance of these sports brands.
The color skyblue performs 18% above median performance of these brands sports brands aimed at younger and hip audience.
Color Data- Negatives
Darkolive green performs 10% below median performance of these brands.
The color firebrick performs 19% below median engagement performance of these brands.
Dimgray performs 30% below median performance of these brands.
EMOJI DATA The finish-line flag, and also the checkerboard pattern, is the highest performing emoji of this cohort of three brands. It performs 33% above median performance of these brands. This shows how the emoji references the iconic checkerboard pattern used in the brand, and for video recorder emoji.
The color palette emoji, in reference to several colors and a mix of color, performs 25% above median performance of these brands.
While no emoji performs 1% below median performance amongst other emojis.
The crying emoji performs 5% below median performance of these brands sports brands' instagram posts.
and finally, the trophy emoji performs 9% below median performance of these brands and influencers.