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IZEA's BrandGraph® platform shows that Active Apparel holds 43% of the share of online content voice for athleisure brands.

ORLANDO, FL (June 3, 2022) - IZEA Worldwide, Inc. (NASDAQ: IZEA), a premier provider of online celebrity KOL marketing technology, data and services for the world's leading brands, has released its first-ever influencer of fitness and leisure apparel brands data. According to IZEA's independent data analysis, Gymshark tops the list in terms of share of voice (SOV) generated based on natural traffic and volume of sponsored social media content. The 2022 report analyzes more than 877.7 million pieces of social media content generated by more than 11.4 million online celebrity KOLs from May 2021 to April 2022.

IZEA's BrandGraph platform tracks and categorizes content posted by active online celebrities on Pinterest, YouTube, Instagram and TikTok for more than 5,000 leading brands, providing marketers with insights and benchmarks in specific competitive categories. This BrandGraph report analyzes 34 prominent athleisure brands, including Gymshark, Lululemon Athletica, Athleta, Alo Yoga, Fabletics, O'Neill, Oakley and Columbia.

Izea Releases Gymshark Social Media Data

Key social media data for overseas fitness brands.

  • Highest average share of voice (SOV): Based on the total content volume of online webloggers over a 12-month period, Gymshark's average share of voice (SOV) was 43%, followed by Lululemon Athletica at 20.2%.
  • Top Natural Posting Content Reference: Influential bloggers mentioned Gymshark more than twice as much as competitor Lululemon Athletica through natural content postings over a 12-month period.
  • Highest Brand-Sponsored Content: Alo Yoga surpasses all other active fitness apparel brands in terms of the amount of content sponsored by brands or third parties for online bloggers.
  • Most commonly associated brand: Nike was the most commonly associated brand name mentioned by influencer alongside Gymshark. Nike was also mentioned in 7% of all influencer social media content that mentioned Gymshark.
  • Best Influencer Sentiment: Alo Yoga led the most positive influencer content sentiment with 91% of its influencer KOL content categorized as positive. Next was Beyond Yoga with 88% positive sentiment.
  • Highest Interaction Rate for influencer KOL: Gymshark sponsored social media content posted by influencer @taylerholder had the highest interaction rate of 75%.

Gymshark leveraged its influencer KOL partnerships to become the most followed fitness apparel company on social media," said Ted Murphy, founder and CEO of IZEA. "The brand has sponsored more than twice as many posts as its next closest competitor, and the marketing of these influencer partners has increased its engagement rates degrees and brand reach."

Gymshark has partnered several times with Tayler Holder, who has 20.4 million followers on TikTok and 6.2 million followers on Instagram. In addition, Gymshark has a group of influential fitness celebrities serving as brand ambassadors. These include fitness star Whitney Simmons, who has collaborated with Gymshark on a special collection. Simmons has 2.08 million YouTube subscribers and 3.3 million Instagram followers.

"Our analysis of the fitness sports apparel category points to deep partnerships with trusted fitness netizens that can put their brands on social media to build the best emotional relationships with their customers," continued Murphy. "Using BrandGraph to collect social media influencer data can provide a brand's marketing strategy and improve reliable return on investment."

About IZEA Global influencer Marketing

IZEA Worldwide, Inc. ("IZEA") is a marketing technology company that provides software and professional services that enable brands to collaborate and transact with the full range of today's socially influential online KOLs and content creators. The company is a pioneer in the evolving commercialization of content, enabling self-publishers to create value through their content, creativity and influence. IZEA launched the industry's first influencer content marketing platform in 2006 and has since facilitated nearly 4 million transactions between online brand buyers and influencer content creators. Leading brands and agencies worldwide have partnered with IZEA across global markets to drive social media engagement rates, diversify brand voice, expand content production and drive measurable return on investment.

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All product names, logos and brands are the property of their respective owners. All company, product and service names used in this press release and BrandGraph reports are used for identification purposes only. Use of these names, logos and brands does not imply endorsement of consent.

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