With a largely male audience, the PING demographics on instagram are between the age of 30-50, male, and right-leaning politically.

• High Quality Images

• Uniform Color Scheme Lighting

• Good Use of Tour professionals

• Mix Mediums (stories, reels, block posts, carousels)

• Lack of Diversity (Gender, Race, and Age)

• Out of Touch

• Monotonous

With such low engagement (0.1%), PING’s current strategy isn’t doing well. It is better to have a higher ratio of women engaged followers as they are more likely to be influenced by social media in their shopping habit (Pew Research Institute 2022). It’s even found that in most digital marketing women are “undervalued by 21%” (Wordstream 2021). Golf is having a new resurgence with younger people and the demographics have shifted more gender neutral, so this is the perfect time to start promoting more a diverse image.

Additionally, engagement is high on examples a, b, c , d , and e below which are for the most part reels with exceptions of two club photos that have a different editing style to typical PING posts.

• construct a cohesive colorway that can transition with the season

• utilize both tour professionals and “normal” people

• transition to younger appealing content

• test what different pace, voice, and aesthetic of reels to increase engagement

• more videos explaining the customization process