You might love it or you might hate it, but there is no doubt that it is powerful in getting your business into people's feeds. Research shows that the average person spends 144 minutes on social media every single day! So while they are endlessly scrolling through content, it's the perfect time to show them what you're all about and get your message across.
Social media has grown past what used to just be blurry pictures of food taken from your phone to show your friends what you ate that day. Now, it's often well curated newsfeeds, thoughtful content and funny videos. So, how do you make your gym stand out from the rest?
Think of your newsfeed like an extension of your website, every post on your newsfeed should have a purpose - what do you want to tell people, show people? Social media is about providing value to the community. Just like you provide value to your community every day within the walls of your gym.
Think of a set of content pillars that you know you can speak about with confidence and begin to rotate through them on your newsfeed. Some of these might be:
• Success stories from your gym
• Member of the week or month (but be sure to be consistent)
• Nutrition advice and recipes
• News from your community
• Technique tips
Within all of your posts, you should be aiming to highlight your gym's point of difference. What makes your gym, community, facilities special and why should people want to come and join?
Don't forget a CALL TO ACTION. What do you what people to do as a result of seeing your post?
• Comment, like or engage with the post?
• Go to your website?
• Read your latest blog?
• Take advantage of a discount code?
You must include a call to action in every single one of your posts - don't leave any doubt about what you want people to do!
The real key is to be consistent.
It helps to plan!
Ideally, your content is best when it's planned out and executed well - rather than thrown together at the last minute with a shaky, blurry photo. There are lots of inexpensive social media planning tools out there to help you plan and schedule your content. These tools can also tell you when it's the best time to post, help you with managing your hashtags and give you analytics on how your posts are performing.
You might think, "I'm not a photographer" why do my photos need to be any better than from my phone?
Instagram is becoming more and more about business these days and a well curated, nice looking feed goes along way to getting people to stop the scroll and even follow and engage with your content. Plus, with all the content you're now planning with your content pillars, you're going to need some great images/video to go along with it!
Here are a couple of tips to get started:
• Get a decent camera. Doesn't have to be expensive but something that is going to give you a good quality image and make the most out of sometimes poor lighting and dark backgrounds.
• If you're using filters or presets, use the same one every time so your feed looks consistent.
• If you don't know what presets are jump onto Google right now and find some free ones to help take your images to the next level.
We cannot stress this enough!
Instagram has come out recently and said they no longer view themselves as a photo sharing platform, therefore they are putting a lot of time and energy into their video content features like Reels!
Here's some content ideas and tips for your Reels:
• Show yourself! Use this as an opportunity to be a face for your gym. People will get to know you and feel more comfortable about coming in to meet you.
• Show your community! The people inside your gym are what bring it to life.
• Have fun! Don't take yourself and your reels too seriously. Get out there and have some fun.
Check out these 9 tips to boost Instagram engagement with Reels from The Social Media Examiner.
Use these for content that might not necessarily fit into your grid. Here are some quick tips for your Insta Story:
• Use it to repost from your newsfeed.
• Encourage your members to post about the gym and share their posts.
• Encourage your members to share your posts to their feed.
• Fill it with behind the scenes of your day-to-day. These days, people are nosey and want to know!
• Follow your members at local (and not so local) comps!
Tips for posting on your Instagram Story
• Don't post more than 10 per day. People will likely feel overwhelmed and skip past.
• Use Hashtags! Yes, you can use them for stories too. You can use up to 10 hashtags per story post - we recommend you shrink them right down and hide them behind a picture or sticker.
• Use closed captions. As many people view instagram videos and stories on mute, this helps them to be able to engage with your content even on mute.