With shorter attention spans this day and age, it’s easy for text content to get lost in the mix. With apps like Instagram allowing for a longer video timeframe and Snapchat prevailing, video has become king when it comes to social media and marketing across the internet.
How You Can Create Video For Your Fitness Business
It’s kind of like the first time you worked out. Nobody really knows what they’re doing right off the bat, only that it brings huge benefits to your life. So even though it was uncomfortable at first, you gave it a shot.
Look at video the exact same way. You may have zero idea how to start, but today I’m giving you the tools and resources to guide you through the process.
Here’s a stat that will really drive this home:
Consumers who see a video online about a product or service are 1.8 times more likely to purchase for people who don’t see a video at all.
That’s almost double. If you’re already putting funds behind any marketing like a Facebook ads campaign for a promotion at your studio, imagine getting twice the results because you included video.
While there’s certainly a place for professionally produced video, here’s some good news! There’s also always a place for organic video.
Organic video (n.) – the good old-fashioned stuff that you shoot on your iPhone. It can be really really great for engagement on social media platforms.
Disclaimer: I said on social media platforms. It’s statistically proven that poor video on a company website makes visitors believe that the business owner doesn’t take their business seriously, and it will have negative effects. There’s a time and a place for professionally shot video, and your website is definitely it. More on that later.
HOW TO USE ORGANIC VIDEO ON SOCIAL MEDIA
Video is shared 1,200% more than text and links combined. Organic video does wonders on Facebook, Twitter, Instagram, Snapchat, and the like by showing who you are as an individual and bringing life to your studio. It allows both current and potential members to see you as a person and lets them get a glimpse into your life, as well as what the experience is like at your gym.
Make sure your organic video is interesting and based on content that people want to see in your target audience. That can include Facebook Live videos that cover Q&As, what people should eat before or after their workout, ways to build upper body strength, etc. Think about things that your current members frequently ask, and develop that into organic video content for your social media platforms.
USE VIDEO ON YOUR WEBSITE
Do it. Your homepage is a great place for this. One minute of video is equal to 1.8 million words, so unless your visitors are trained speedreaders, video is the most effective way to get all that info across. This is where you don’t want to give a haphazard attempt at creating something that showcases who you are and what your brand represents.
Examples of effective elements to include in your website video are:
- Testimonials from people talking about how amazing your products and/or services have been
- Yourself on camera explaining why you do what you do and why your place of business is the answer to what the visitors looking for
I’ve been doing this for a while now and have found that the most effective website video has a little bit of both. We always start with an impactful testimonial statement and then dive into the details once they’re hooked. Here’s an example:
USE VIDEO IN YOUR BLOG
Adding video to your blogs is another great way to get more traffic to your site. Not only is video shared 1200% more than text and links combined, but it also increases your Google search ability if you add video to YouTube and then embed it in your blogs and on your website. It also gives you more platforms to share your content!
USE VIDEO TO TEACH
Fitness gives you an amazing opportunity to create how-to videos. People who want to learn different techniques and how to work out generally learn from seeing a visual example.
You can also create a series that showcases different elements of your studio’s workout. Incorporate real life clients in the videos so the audience who has never been to your gym before feels like it’s more relatable … and will actually come in and test it out.
These videos don’t have to be long — usually 2 or 3 minutes is more than long enough to demonstrate a simple workout move. And once you’ve recorded, your options for distribution are practically endless. You can build out a whole Tutorials page on your website to house these videos. You can also repurpose them for social media, or you can send them to your members and prospects on your email list. More on that later …
There are endless ways to use video in your marketing. These are by far my absolute musts, but using video to help recruit, for pre-roll ads (aka YouTube retargeting), mini shows (like The GSD Show!) and anything else imaginable will only give you more dynamic tools to gather an audience.
By the way, I explained some more ways to get great video for your fitness studio in Episode 014 of The GSD Show. Watch it here:
The No. 1 lesson here is don’t be afraid. I was terrified for my first hot flow yoga class. But now hot yoga is a lot less scary and I reap the benefits of it. So go make video magic, people!
Want to start making videos for your fitness studio but you’re afraid of the cost? Here’s our list of the tools you’ll need to make great video on any budget:
Shaina Churchfield founded WAKE brand media, a video production company focusing primarily on video content for web-based marketing strategies. She has 15 years of video production experience and a background in branding and digital marketing. Shaina is passionate about connecting people, educating businesses, and genuine belly laughter.