Nowadays there are loads of ways to promote and market your business - free of charge! This is especially true for those operating in the fitness industry, which has been on a rapid incline for the past decade. Apps such as Instagram have transformed businesses for the better. Ever-increasing competition in the business world means it is necessary for companies and brands to connect to their audiences in the most effective way.
Currently, Instagram is one of the best social media for gym or fitness studio owners to market their brand. And while we’re all living in this current state of isolation, utilizing social media for marketing (and to deliver workouts to members that are unable to access your facility because of the coronavirus) just became more important than ever.
How to make your Instagram profile look cool
Even before the current crisis, Instagram attracted more users than any other social media website, with numbers reaching over 150 million. As a fitness studio owner, you have probably invested a great deal into your gym’s Instagram. Build on that by following the advice below and you will generate exponential growth for your fitness business. If you want to know how to become Instagram famous, have a look at these 7 tips for all gym owners that want to develop a successful Instagram strategy.
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1. Open a business profile
In 2016, Instagram introduced a new feature: the business profile. This gives you access to further tools and features such as Instagram insights, contact information, Instagram adverts and more. These features bring in many benefits for your business, free of charge. Instagram insights will give your fitness business all the essential data regarding your account and how your posts perform.
This allows users to see which content works best; it also offers a clearer picture of what content is most successful, so that you can continue to post content that works. It also includes a contact button, usually through email or direct message which is convenient for new followers that might want to join your gym community or have questions about it. An indispensable element of having a business account is the contact button which allows users to contact you more easily.
2. Make sure your profile looks professional
Fill out all the areas on your gym’s Instagram account. Ensure that the picture you use is professional, that you have a catchy bio and a link to your website for any curious followers. Your bio should be clear and give prospective followers a clear idea of what your business is all about. Why should they follow you?
Perhaps you could give them some idea of what they can expect if they do. Remember that making your page look professional doesn’t mean it has to be dry. If possible, try to incorporate some humor - don’t be scared to throw in a funny emoji or a play on words. In order to make sure your picture is professional-looking, make sure that it is high-quality and accurately represents your brand. You could use a company logo here or a headshot of the face of your brand.
Although your profile should look professional, don’t spend too much time worrying about perfecting everything. Especially in the current climate, creating useful content that people can use while working out from home is more important than creating extremely aesthetically pleasing posts and videos.
3. Aim for the best quality pictures and videos
High-quality images are the recurring theme among all well-performing Instagram feeds. So ditch the grainy selfies and the blurry mirror pictures and invest in a great camera or smartphone.
Editing your posts using apps like VSCO and SnapSeed automatically gives them a “bling”. Nowadays, many brands adopt themes for their Instagram feeds which attract many different types of audiences, and this is why it is important that you learn how to create a consistent Instagram feed. Invest time into editing your posts so that anyone who lands on your profile is automatically “wow-ed”.
4. Create home workout videos and other useful content
But making sure a post is “Instagram-worthy” doesn’t have to mean that it’s as visually appealing as a curated art feed. The key thing is to ask yourself what value your content brings to your followers. Sometimes the value will lie in visual appeal but ultimately, the best posts are those that inform and entertain.
If you’re a fitness professional, it makes more sense for you to focus on the informative element of your feed - in particular, right now, during the current coronavirus crisis. As more and more people turn to digital workouts and learning how to #StayHealthyStayHome, it is the perfect time to expand your digital offering both via live streaming services and a personalised app AND by using Instagram stories and posting videos and informative graphics or photos to your Instagram gallery.
Some ideas of informative Instagram content that isn’t necessarily picture-perfect might include:
- Nutritional advice videos
- Nutritional graphics - e.g comparing foods/ top tips for eating healthy in isolation
- Instagram live classes
- Instructional videos - they could instruct viewers how to do the right form in a given exercise, or teach viewers a routine
For an example of an Instagrammer who is doing this well right now, check out yoga instructor, Frankie Ezelis. To engage her audience during quaratine she is running weekly Instagram live videos and encouraging her followers to share their progress photos.
5. Create a content calendar
To maximize reach and to guarantee variety, create a content calendar where you schedule the different types of posts you want to share. Some popular examples include:
- Monday: Motivational Quote with the hashtag #mondaymotivation. This can be a quote or even a client story. Remember to align these motivations with your target audiences’ fears or obstacles. Inspire them to follow you.
- Tuesday: The fitness industry loves #transformationtuesday and gives you an ideal day to post a customer before and after photo. You could also opt for Tips and Tricks on Tuesdays and offer your clients a good drill, or just a little hack!
- Friday: #FridayFitness - now is the time to share all of your workout related posts in order to get the attention of the online fitness community that are ready to workout with you at home.
6. Share success stories
Even if you are posting “#transformationtuesday”’s already, everyone loves an inspiring and motivational solo success story. Share your client’s journey using before and after pictures with their permission, of course. This will encourage aspiring people to begin achieving their own goals and engage in your fitness business. This acts as social proof of the popularity of your business and has been proven to encourage more engagement.
7. Engagement is everything
Write humorous and talkative captions on your Instagram posts that encourage people to comment and help you engaging with your audience . Ask questions or your follower’s opinions on certain things such as diets, workouts, and how they are finding the switch to working out at home.
Instagram’s algorithms are moving away from number counts such as followers and likes. That means engaging with your audience is much more important than simply encouraging them to double-tap.