Take your journey. Change your body. Find your SOUL.
SoulCycle is an indoor cycling company with over 80 studios in the United States and Canada. SoulCycle is not just a workout, but rather a mind-body experience. SoulCycle combines intense cardio, muscle strength training, and playful choreography on the bike. All this makes for one soulful ride. Check out a quick video of what SoulCycle is all about!
Not exactly sure if you are sold on the experience yet? Check out SoulCycles digital presence. Their interactive and fun Facebook page, Twitter profile, and Instagram account will get you hoping on a bike in no time.
At First Glance
Facebook – SoulCycle (www.facebook.com/SoulCycleInc)
- 113,278 Likes
- 110,441 Follows
Twitter – @SoulCycle
- 273K Followers
- Following 5,209
- 98.2K Tweets
- Joined June 2009
Instagram – @soulcycle
- 295K Followers
- Following 517
- 1,719 Posts
Seen above is a snapshot of SoulCycle’s Facebook page. The profile picture is SoulCycle’s logo. This makes the page easy to recognize. The cover photo is a picture of people hurled in a circle at the studio. A commonly used quote within the studio is “pack. tribe. crew. posse. cult. gang. community. SOUL.”. The cover photo is a tribute to this company motto. The about tab contains the story behind SoulCycle, starting with it’s beginning in 2006. It also includes links to their website, products, press, and general information. Lastly, there is a list of the states that have SoulCycle locations. SoulCycle posts on their Facebook page at least once a week but often more than that. Almost every single one of the posts on the page contain a photo or video. The most popular of these posts are the ones that contain a video. Many of these videos are made by SoulCycle, just like the posts themselves. Their posts pay respect to their mission. As a mind-body experience, many of their posts aim to motivate their consumers. Right now they are running a campaign titled #screwresolutions. This is play on the typical New Years resolutions many make at the beginning of the year. As a health and wellness company, this campaign inspires you to be yourself instead of limiting what makes you happy. Here it is!
SoulCycle’s Facebook page likes many other pages as well. They like companies that have congruent brands to their own – often health and wellness or fitness products. A few of these companies include Sweetgreen, Spotify, Smart Water, and Lululemon. Users that like this Facebook do not comment a lot. The most recent posts only have a handful of comments each, however users are much more likely to share these posts. The comments that are made are overall positive and the number of shares translate to a positive reaction. One thing that SoulCycle could do better is interact with their users more. They typically do not respond or converse with users.
Above is a snapshot of @SoulCycle on Twitter. Similar to their Facebook page, the profile picture is their company logo. Their cover photo contains pictures of some of their instructors. Their bio is short and sweet stating “Spreading Soul in 140 characters or less!” with a link to their website for more information. Their Twitter page includes a fun campaign called #dailySOUL. Each day they tweet a quick quote of inspiration for the day. These tweets are their most popular and they do not contain any additional media. The best part about #dailySOUL is that each quote is from a SoulCycle instructor. Here are some examples for your own #dailySOUL.
SoulCycle does not often retweet. The occasional retweet is from a company they have partnered with that is promoting SoulCycle in a tweet. This also shows support of these brands to SoulCycles following. In addition to this, they never interact with their followers. They do not retweet posts from consumers and they do not respond to direct tweets. This is something they can improve on to make their online presence more welcoming.
Here is a snapshot of @soulcycle on Instagram (via webpage). Similar to both Facebook and Twitter, the profile picture is their company logo. Keeping their profile picture consistent among all three platforms helps with consumers recognizing the SoulCycle brand. The bio states “What are you looking for? FIND IT! #FindYourSoul”. This incorporates their motto Find Your Soul setting the tone for the page. The types of pictures and videos shared on their Instagram are mostly pictures of their studios, instructors and motivational quotes. The most popular posts are the motivational posts. By motivating consumers through Instagram, they may then be more likely to get up and go to SoulCycle.
They do a really good job at making sure their posts coincide with each other and stick to their brand and theme. The most popular posts have just over 100 comments and up to 10K likes. The comments are overall positive. Similar to their other social media sites, they do not interact with their followers. This is something to improve on with Instagram as well.
Audience interaction is something that SoulCycle can improve upon to create a more interactive digital footprint. However, their Facebook page, Twitter profile, and Instagram account give a really informative and fun look into what their brand is all about and what their company has to offer. I think this is an important aspect of social media and they do this well. I began to ride at SoulCycle after following a SoulCycle instructor on Instagram and proceeding to follow @soulcycle as well. Their Instagram account is what convince me to give it a go and I could not be happier. I think Instagram is their most appealing platform because SoulCycle is such an experience that being able to visual the studio, the instructors, the class, and the brand is an opportunity to gain more followers. Check out SoulCycles social media and it will be no time until you take your journey, change your body, and find your SOUL.