December is a time for get-togethers and family feasts, and for setting goals for the upcoming year and taking stock of what we would have liked to change about the closing year. Many people write these goals in a journal or talk them over with their partner, their family or their circle of friends. Others decide to publish them on social media, giving many companies the opportunity to search social networks for potential consumers. This post analyses the conversation about healthy lifestyles between December 22 and January 3.
The words monitored were: Gym, gain weight, lose weight, diet, exercise, eat healthy, healthy food, lose kilos, and operation bikini (in Spanish and with various spellings and wordings).
December = Gain weight
The month of December is associated with the celebration of several festive meals. So it’s no surprise that during the month of December there is more talk about “gaining weight.” The word “engordar” – to gain weight – was mentioned 67.330 times.
The day on which the word was most used over the period under study was December 24, coinciding with the Christmas Eve dinner, (8.459 mentions). The majority of these mentions have to do with how much weight will be gained over the various Christmas-season meals.
The beginning of vacation isn’t the time to set goals, or at least that seems to be how users see it, but that doesn’t prevent those potential clients from being detected on social media.
Marketing strategies consist of figuring out how to satisfy users’ needs, even before they are aware of them. Getting ahead of the competition is always a good idea and an efficient way to do that is to present yourself to users before they start to look for you.
Websays offers the possibility to monitor all online media and social networks, looking for particular terms or phrases.
January = Lose weight
While in December we can only think about how much weight we are going to gain, January is for considering how much we want to lose. The word “adelgazar” – to lose weight – is repeated 40.661 times.
January 3 is the day weight loss was discussed the (4.177 mentions).
New Year’s resolutions and letters to the Three Kings asking to lose weight cause peaks in the use of the term.
Under the heading: “Goals” we have included all mentions that express wishes. That’s how we identified those users who intend to join a gym, exercise or lose weight. This can lead to gyms directly offering their services to these users, presenting their products or adapting their offers to these people in particular.
People quit the gym three months after joining
Around 60% of those who sign up for a gym in the beginning of the year quit after three months according to Merca2.0. The reasons for quitting are numerous, but all experts agree on this: gyms don’t understand their clients’ needs. One of the reasons for joining a gym, apart from slimming down, is to avoid boredom.
The reason that motivates many people to go to a gym is the very same one that causes them to give up on it.
Looking at what users shared on social media between December 22 and January 3, we can see that some discuss how boring it is to go to the gym alone.
This provides the opportunity to offer other types of fees to attract those clients who would prefer to go to the gym together. Other needs are revealed as well. The most common are the background music at the gym and the Wi-Fi connection, and having fun; even more than getting in shape, this is fundamental in the first few months for those who signed up as a New Year’s resolution.
There is a whole fit world on social media – different influencers who post on Instagram and Twitter their diets and exercise plans, and images of radical changes. Nevertheless, they don’t dominate the conversation over the Christmas holidays, nor do users look towards them when they set goals.
Users identify most with humourous viral content. In the TOP 10 conversations, the ones that generated the most activity were viral jokes. Specifically, the tweet that generated the most engagement is by @ladivaza, an ironic tweet referred to joining a gym that day that generated 1700 Retweets.
And though they generate less engagement, there are many accounts that accumulate thousands of followers.
The influencers on “Instagram” were @aprd5, an ex-contestant on a Colombian reality show, almost 400,000 followers. The second was @bodylexofficial with more than 380,000 followers, and the third was @pulgrossifit with 327,000 followers.
Capturing the influencers in a conversation has become indispensable to online marketing. We’re talking about ambassadors of a brand, those people who have credibility among their followers and can help introduce a product more casually and efficiently.
If you want to learn more about identifying influencers and potential consumers through social media, schedule your demo now.