#TheSweatLife: Inside lululemon's Instagram Feed Posted on: August 4, 2014 /
Categories: Company Update
#TheSweatLife: Inside lululemon's Instagram Feed Stretched out across four lines and sixty-six words, the self-description on Instagram's FAQ page is-while decidedly thorough-not all that instant or in-the-moment:
Instagram is a fun and quirky way to share your life with friends through a series of pictures. Snap a photo with your mobile phone, then choose a filter to transform the image into a memory to keep around forever. We're building Instagram to allow you to experience moments in your friends' lives through pictures as they happen. We imagine a world more connected through photos.
Such a description might be ideal for early investors or particularly nostalgic smartphone photographers, sure. But those weighing the app's utility in audience building are deserving of a more targeted why.
Drop the name Instagram among the social media team at lululemon (current follower count: 581,094), for example, and you might hear a bit about filters and memories-but you'll hear far more about the venue's utility for sharing something else: stories.
Instants Evolved: It's (About) You, Not Me Recalling Instagram's debut as love at first sight, lululemon social media manager Sairah Hearn originally saw the platform as a way to share in-the-moment, behind-the-scenes candids showcasing company culture-as did everyone else in the corporate world.
But browse through the photos and videos they're putting out now, and it's evident they've undergone a bit of a shift-aiming their cameras away from just their happenings at home and more toward the marathon-running, arm-balancing communities supporting them.
You generally won't see anything that is highly sales focused on our Instagram, explains Hearn. Our goal is to inspire our guests through photos to live #thesweatlife.
What does this mean in non-hashtag terms? Less take a look over our camera guy's shoulder as he shoots our pants and more let's send a camera crew to capture a yoga destination or the art of getting lost .
Sometimes this means using pricey cameras and video crews, and sometimes not. Either way, it's less about the filters and showing new clothing colors or materials-and much more about showing an approach to life.
Upload a product shot and you'll gain a spike in sales, they've learned. Curate a way of life, and you'll gain a true following.
Wide Angle Versus Cropped: Pitting Consistency Against Experimentation While lululemon's Instagram feed is made up of equal parts in-house photographer/videographer, external photographer/videographer, and trail runner carrying an iPhone, it's all decidedly on-brand.
This doesn't mean, however, that it's in any way one-note or cookie cutter.
At the end of the day, explains Hearn, [Instagram is] an easy channel to test and play on; if something doesn't land as well as we expect, it's easy to move onto the next photo [or video].
Does this mean brands seeking subscribers by the half-a-million should upload everything and see what sticks? Probably not, unless they're marketing a lifestyle of indecision. Still, brands shouldn't be afraid to test and experiment one photo or video at a time. Nor should they obsess over the pixels they're accustomed to fixing in Photoshop.
Instagram feeds need not consist solely of candids, but the platform's popularity continues to rely upon the presence of actual moments and memories-so go easy on the CGI and remember that authenticity trumps even the mightiest of Photoshop brushes; the noise you see in this night shot makes the image genuine, for example, not flawed.
Sairah Hearn manages social media content for lululemon and lululemon men.
Matt Siegel writes about the marriage of design, branding, and stock video for VideoBlocks.
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
01/04/2026
January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION
Douyin Users Can Now Create And Share Videos With Stun...
08/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
08/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
08/01/2026
Maxon's new release of Cinebench features performance enhancements and adds support for the latest Nvidia and AMD GPUs as well as Apple Silicon.
Maxon is t...
08/01/2026
Zixi, the industry leader in IP-based video transport and orchestration, today announced the appointment of Heather Mellish as Vice President, Global Sales.
In...
08/01/2026
Pebble, the leading automation, content management and integrated channel specialist, has provided a complete update of its installation at Canal Sur in Spain. ...
08/01/2026
iWedia, a global leader in software solutions for connected TV devices, proudly announces the success of its collaboration with Panasonic on the Z95B OLED TV, o...
08/01/2026
Secuoya Chile, a leading provider of television content creation and supporting services, has invested in Ikegami UHK-X600 and UHL-X40 broadcast cameras as the ...
08/01/2026
Kiloview, a global leader in AV-over-IP solutions, will showcase its latest innovations at ISE 2026, highlighting the continued evolution of its complete, light...
08/01/2026
iWedia, a global leader in software solutions for connected TV devices, and Realtek, a leading global SoC design house, today announced the next phase of their ...
08/01/2026
CJP Broadcast has completed a new pitch-side media installation for Cinderford RFC, creating a flexible production setup that supports match coverage, coaching ...
08/01/2026
PlayBox Neo further drives momentum in Playout, Streaming, Media Management and Delivery
"With a brand new year at PlayBox Neo already off to a flying start, I...
08/01/2026
Boston Conservatory at Berklee Presents Second Annual Commercial Dance BFA Conce...
07/01/2026
SVG Summit 2025: All General Sessions Now Available to Watch on SVG PLAYThe SVG Summit celebrated its 20th edition with a loaded agendaBy Brandon Costa, Directo...
07/01/2026
NBCU's Brings Rinkside Live' and Courtside Live' Features to Peaco...
07/01/2026
Spotify is launching a week-long celebration spotlighting creators at the center...
07/01/2026
We know people use Spotify not just to listen, but to share the songs, podcasts, and audiobooks they love with their friends and family. When we launched Messag...
07/01/2026
This week, all eyes are on the podcast industry as the Golden Globes recognizes ...
07/01/2026
Podcasts are stepping onto a new stage this week as the Golden Globes recognize the medium for the first time. To mark this milestone moment, we're hosting ...
07/01/2026
The National Film and Video Foundation (NFVF), in collaboration with a distributor, is commissioning new micro-budget fiction feature films and invites eligible...
07/01/2026
NASA's Space Launch System rocket carrying the Orion spacecraft launches on the Artemis I flight test, Wednesday, Nov. 16, 2022, from Launch Complex 39B at ...
07/01/2026
For the first time ever, new C' variants allow international users to interoperate with U.S. personnel via NSA-certified cryptography....
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Abu Dhabi, UAE 7, January 2026 - Abu Dhabi Police and Space42 (ADX: SPACE42), ...
07/01/2026
Back to All News
The Trailer of Paparazzi King: The 5-Episode Docuseries Coming...
07/01/2026
Back to All News
Netflix Supports Warner Bros. Discovery Board's Commitment...
07/01/2026
Back to All News
What Next? Netflix Reveals Series, Films and Games Coming in 2026
Entertainment
07 January 2026
Global
Link copied to clipboard
Download ...
07/01/2026
AI has transformed retail and consumer packaged goods (CPG) operations, enhancin...
06/01/2026
Peacock Bringing Dolby Vision and Dolby Atmos to Live Sports ContentPeacock is the first streamer to embrace Dolbys full suite of advanced picture/sound innovat...
06/01/2026
SVG Europe Audio: Listening to the sounds of powder and ice at Milano Cortina wi...
06/01/2026
Quintar Meta Spatial SDK Integration Promises Next-Level XR ExperiencesBy Ken Kerschbaumer, Editorial Director
Tuesday, January 6, 2026 - 9:41 am
Print This...
#TheSweatLife: Inside lululemon's Instagram Feed Posted on: August 4, 2014 / 
