As gym owners, we often get bogged down under the pressure of doing all the things. One of those is creating engaging content to keep our presence in the social media world. Facebook, Instagram, YouTube, Twitter — which one? Why not all of them?
To tell the story of our gym, content is king, video is queen but the consistency is the army that wins the war. And that’s where many gym owners, me included, fall off. Why? Because we get tired of saying the same old thing over and over. But here’s the thing: content is not about saying something new to the same old audience, it’s about saying the same thing over and over to a new audience. As you reuse and recycle your content, it eventually hits a person who’s heard you say it a million times in a different enough way that it clicks. Maybe they were in the right mood. Maybe they’ve grown to the place where they get it now. No matter why, they finally get it. At that point they’re a “new” audience. Then they share it with an actual new audience.
Cool theory, right? But how? How do we create and reuse content like this? Well first, understand when you start, it will not be quick or easy. It’s like learning to Snatch the first time; you watched it and went “Ha! Yeah right!” Now, you’ve got some practice and it’s a whole lot easier. Getting into this groove will be tough, but as you get better at it, the content gets better and it gets easier to curate, produce and cultivate. This is the template we’re currently working on: Monday is a “quote of the week” graphic. Wednesday is a 55-second video talking about the quote and how to apply it to life/fitness. Boom. Two pieces of content from one idea.
Step two, start collecting and organizing in named folders pictures and action videos of every member during class.
Third, get testimonial video from members with some standardized questions. Have them come in a little early to chat and let them know so they can look fresh instead of all sweaty post-workout.
Step four, clip together the interviews and live footage (called b-roll) for a member feature video during the week. I use iMovie, but any basic video editing software will do for this purpose. Use pics of that member during the week and couple them with quotes from the interview for two to three posts that go out that week. Got 30 members? 50? 100? You have that many weeks of content built into your gym.
These are some basics. You can do the same with podcasts. Do a 30-minute podcast and you’ll have that and maybe eight to 10 one-minute chunks you can use to fill gaps, especially if you do it on video.
Post each independently according to the style of each platform; feeding through doesn’t talk well to the algorithms. Hashtags don’t play well on Facebook, but they’re essential on Instagram and Twitter. YouTube is the king of long form content, so your feature videos go best there, but they play well on Facebook and Istagram TV. Put a link on Twitter for these.
I know, it seems like a lot. Start with some baby steps and stay consistent. After all, consistency wins the war.