How SoulCycle Turned Riders Into a Cult Community (Director of Social Reveals)
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How SoulCycle Turned Riders Into a Cult Community (Director of Social Reveals)
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In this episode, we break down how SoulCycle built a community-powered content engine that keeps fans sharing, and showing up.
Our guest this week is McKinley Hart, Director of Social Media at SoulCycle who shares more around the brand’s social and community storytelling, how they turn riders, instructors, and studio culture into a constant flow of authentic content and brand advocacy.
We dig into the strategies, systems, and mindset that any brand, marketer, or creator can steal, even if you don’t have SoulCycle’s scale or resources.
In this episode, we cover:
How SoulCycle turned its community into a content engine (without making people feel “used”)
The creative strategies used at SoulCycle to maxmise brand advocacy on social
Turning instructors and front-line teams into on-the-ground storytellers
Building internal infrastructures that benefit the content loop
The difference between “posting about your brand” and “building your brand”
How to measure the impact of community-driven content beyond likes and views
Practical advice for brands that don’t currently have a passionate fanbase
CHAPTERS
00:00 Introduction to SoulCycle's Community
00:24 The Social Impact of SoulCycle
03:14 The Nomad Baddies: A Community Story
05:55 Creating Fans and Advocates
10:11 SoulCycle's Unique Social Media Strategy
12:05 The Future of Social Engagement
14:58 Balancing Real Life and Digital Presence
19:36 The Role of Employees in Brand Growth
22:40 Engagement and Commercial Results
25:34 Breaking Down Barriers to Participation
30:34 SoulCycle’s Community and Brand Advocacy
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CONNECT WITH MCKINLEY
LinkedIn: https://www.linkedin.com/in/mckinleyhart/
SoulCycle Instagram: https://www.instagram.com/soulcycle/
SoulCycle TikTok: https://www.tiktok.com/@soulcycle?lang=en-GB
FOLLOW US
Verity: www.linkedin.com/in/verityhurd/
Subscribe: www.youtube.com/@buildingbrandadvocacy
Instagram: www.instagram.com/building_brand_advocacy
TikTok: www.tiktok.com/@building.brand.advocacy