Posting Frequency
While every social media platform has strengths and weaknesses, I’ve found that the following five hold the most potential in the fitness industry.
The importance of each will vary based on the types of content you create, but in general, their importance goes in the following order: Facebook, Instagram, YouTube, Twitter, and Pinterest.
RECOMMENDED POSTS: 2-3 Daily
PRIMARY POST TYPES: VIDS/PICS
MINIMUM OBJECTIVE: 10,000 Likes
SUMMARY:
In regard to posting, remember that Facebook prefers original posts, not shared links to vids or pics. Uploading a video directly to Facebook will have a much greater impact than sharing a YouTube link. Your goal is to increase your following on Facebook and to convert your followers into website visitors.
QUICK TIPS:
– Never post links without pics or videos.
– Never post text without associated media.
– All posts can be enhanced by pics or vids.
– You can share other people’s vids, but it should only be 10% of the time.
RECOMMENDED POSTS: 2-5 Daily
PRIMARY POST TYPES: VIDS/PICS
MINIMUM OBJECTIVE: 5,000 Likes
SUMMARY:
Not all of your videos need to go on YouTube. If it’s something simple, or just a Feat of Strength, you’re better off just using it for Instagram. Consider Instagram as your show-off location. To keep your marketing and branding effective, every picture you take needs to be on point.
QUICK TIPS:
– Try to post pics from a similar location often.
– If you’re the primary trainer or feature of your account, make sure you’re in at least 50% of your posts.
– Don’t be afraid to get goofy/funny with your posts sometimes; it will endear you to your followers.
– Only share unoriginal content once for every ten posts if you’re trying to build your brand and not just your audience.
YOUTUBE
RECOMMENDED POSTS: 1 Weekly
PRIMARY POST TYPES: VIDS
MINIMUM OBJECTIVE: 5,000 Subscribers
SUMMARY:
YouTube is where you should be putting all of the media that is going to be embedded in the content of your website. In this way, each video will be doing double-duty for promoting your business: you get followers and views on YouTube AND you get traffic by posting more interesting content on your website.
QUICK TIPS:
– Never disable comments. Instead, set comments for “Approved only.”
– Always write a description.
– Always put a link to associated content on your website as the first line of your video description.
RECOMMENEDED POSTS: 5-10 Daily
PRIMARY POST TYPES: TEXT/LINKS
MINIMUM OBJECTIVE: 5,000 Followers
SUMMARY:
Consider Twitter your “news” platform for everything related to your business. Whenever you post something new or have upcoming events, gym schedule updates, time-sensitive deals, etc., you need to inform your following using Twitter. People who constantly review their Twitter feeds are looking for bite-sized chunks of useful information that they can apply instantly. Remember this when you set up your tweets.
QUICK TIPS:
– Don’t just target your primary market. Use Twitter to promote complementary businesses and potential partners.
– You can’t tweet too much. Whenever you can, post something new on Twitter.
– Be sure to follow competitors and other feeds that your target market may follow in order to identify evolving trends in the marketplace.
RECOMMENDED POSTS: 5-10 Daily
PRIMARY POST TYPES: PICS
MINIMUM OBJECTIVE: 5,000 Followers
SUMMARY:
If you’re looking to target 30-40 year old moms, Pinterest is probably going to be your bread and butter. 80% of users are women and they are extremely active on boards related to DIY. You can take advantage of this by providing graphics that feature exercises and workouts that they can do at home using minimal equipment and time. This is the only network where I recommend sharing other people’s content as much as you share your original content, as you’ll have to in order to keep up with the demand for frequent daily posting.
QUICK TIPS:
– Think of your graphics as something that would be useful as a poster on the wall of a gym.
– Always include a description that is between 200-300 characters and follow your typical SEO writing guidelines.
– Always include a link to your related webpage, and make sure you use the full URL Slug rather than a short link.
