Years ago, it was known as the pound sign. Now, it’s the hashtag. But what does it have to do with your business?
It seems a whole lot when it comes to Instagram.
Cullen Griffin, the media director at Elevate St. Pete in St. Petersburg, Florida, explained when he came on in December 2016, he began working on a unique, original hashtag for the business. “We’ve still been toggling with one,” he said. “But you’re going to use that hashtag to create a brand.”
A hashtag is a way to create and track conversations about your Box. When he began searching for one, Griffin gathered a group of friends and started to brainstorm. They played verbs and adjectives, coming up with #getelevated and #elevatationnation.
Being unique with your hashtag is key. “The more unique, the better, and if you can get people to be raving fans around that hashtag, you could sell apparel later on. You could sell whatever, track conversations, get more people involved with events, posting on social media. It goes a long way with impression,” he said.
Plus, members might start to use it in all their posts, provoking questions and conversations with potential members. “You find that hashtag that’s unique to you and you run with it,” said Griffin. “That way when something cool happens, when someone goes to a party, an event, they’ve just finished a workout, they PR, it is #elevationnation, #getelevated. And it just keeps going.”
But the hashtag isn’t the only way to brand your business on social media. Griffin noted sometimes it’s as simple as seeing what other gyms aren’t doing, and then doing that thing.
For example, Elevate St. Pete found the gyms in their area weren’t capturing and posting high-quality images on Instagram. So, Griffin invested in a low-end DSLR that could handle the low-light of a gym and began snapping away. “The thought was actually to clean up the Instagram with a focus on capturing high-quality images and telling the story with our personality via Instagram,” he said.
Editing and organizing in Lightroom, Griffin now posts photos he takes on a daily basis. He’ll try to post photos within a day or two of taking them. And it seems to be working as Elevate’s Instagram has grown by over 2,000 followers since December.
But high-quality doesn’t just mean photos taken by a DSLR camera; it means showcasing any and every member at Elevate in the best way possible. That, said Griffin, truly captures the Box’s personality. “We try to ‘elevate’ the standard,” he said.