Get fit for social with our tips for crafting killer health and fitness content.
In a saturated online landscape, cutting through the noise requires clearly conveying why your health and fitness brand stands out.
The best way to do this is by defining your brand’s unique value proposition. Pinpoint your unique selling point (USP) and shape the image you want to project. Highlight what sets you apart and showcase what your brand brings to the table that others can’t match. Consistently communicate your USP through social media content and messaging.
Here are some examples of how you can do this:
Your goal is to be recognised as a top authority in your health and wellness space.
Instagram’s visual nature makes it the ideal platform to showcase your fitness brand personality. You should use it in the following ways:
Beyond growing your Instagram presence and content cache, ensure you actively engage by responding to all comments and direct messages with thoughtful, value-adding and personal replies. The Insta-savvy modern audience expects real connections and conversations. Use the platform’s interactive features to build an authentic and approachable brand personality that feels relatable at a human level.
While a large fanbase is great, what matters more is having an engaged, targeted audience. 1,000 highly engaged followers often drive better results than 1 million passive followers. Focus on sharing quality content, interacting, and building relationships rather than just driving follower counts.
TikTok is an engaging platform, especially for health and fitness brands looking to creatively boost brand awareness. Some of the best performing content types include:
The key is providing bite-sized value tailored for the platform while encouraging creativity and community. Share your expertise and passion while inviting audience co-creation and participation to cut through the dense landscape. Add strong CTAs to channel interest towards lead gen and sales.
As a professional social network, LinkedIn presents ample opportunities for health and fitness brands to assert their thought leadership and industry expertise. Some specific best practices include:
The goal is to engage in consistent value sharing through multiple avenues on LinkedIn. By establishing your credibility and thought leadership, you organically expand visibility and nurture leads for your health and fitness brand.
Influencer marketing is a powerful tactic for health and fitness brands to rapidly expand reach. But simply having influencers passively selling your products will lack authenticity. For meaningful collaborations, identify influencers who genuinely embody your brand ethos around wellness and could personally advocate your programs or products. Some best practices include:
Strategically selecting respected influencers as genuine brand advocates will boost your brand’s credibility, while sending targeted traffic to your digital channels.
Influencer marketing starts with identifying the right brand allies who can organically promote your health and fitness offering to an aligned audience. You want to evaluate beyond vanity metrics and truly gauge influence. Use a multi-pronged approach:
Finalise options and directly pitch collaborations personalised to how the influencers themselves could benefit. Propose a partnership that allows influencers to creatively integrate your brand into their content.
Generating fresh social media content consistently can be challenging. A smart workaround is to maximise assets you’ve already created like blog articles, videos or podcasts. The key lies in repackaging existing long-form content into new bite-sized formats tailored for different platforms.
Here are some ideas on how to repurpose content for health and fitness brands:
Repurposing should be strategic rather than spammy. Use platform appropriate formats to direct traffic from short snappy teasers back to in-depth evergreen assets. This ultimately extends content shelf life and mileage.
Actively engaging with your audience is essential to ensure that you’re not just broadcasting content into the void. Social media facilitates two-way conversations where followers expect personal connections with real humans behind brands.
Ways to meaningfully interact include:
Social media facilitates genuine two-way communication between brands and communities passionate about health, wellness and fitness. Be just as excited to listen as you are to share your own content!
An integrated approach combining email marketing and social media can powerfully amplify your health and fitness brand reach. Follow these best practices:
By coordinating social media and email touchpoints across the customer journey, you create memorable omnichannel brand experiences and mutually reinforce exposure and subscriber actions.
User-generated content (UGC) reflecting real customer stories and brand love plays a hugely valuable role in social media marketing for health and fitness brands. This authentic third-party advocacy and creative participation makes for compelling social proof.
Best practices for effectively using UGC include:
Encouraging UGC makes audiences feel valued as co-creators vs just passive viewers. The organic advocacy also lends credibility as your health products or programmes are seen to be working for real people.
As attention spans shrink across crowded social feeds, ensuring your health and fitness brand instantly stands out on first glance and continues to resonate during deeper interaction requires strict adherence to brand guidelines.
Define distinct brand pillars around persona, visual identity, logo usage, typography and colour palettes right from launch. Create an easily referenced style guide specifying what is on-brand across:
Implement asset libraries and permission controls in channel management tools. Conduct initial brand workshops and refresher training for all cross functional teams including in-house creators, influencers, collaborating trainers etc to ensure consistency.
Branding consistency is essential as every post shapes cumulative brand perception and disconnected content dilutes equity built over time. Beyond aesthetics, strict guidelines signal credibility and boost brand recognition across multiple platforms.
Balance nurturing your polished brand image on your main Instagram feed while bringing out the relatable human personality behind it on Stories.
Launching a successful social media ad campaign requires nailing down a few key strategies tailored to the health and fitness niche:
When allocating a paid social media budget, begin by clarifying your key performance indicators – are you prioritising brand awareness, lead generation via contest sign-ups, ebook downloads, website traffic or return on ad spend? Define the audience targeting tactics and engagement goals per platform like video views on Facebook or impressions on Instagram. These metrics will guide your spending.
As a general guideline, health and fitness brands should plan to dedicate at least £500 per month to paid ads on platforms like Facebook and Instagram. This provides a reasonable starting budget to begin testing and optimising campaign performance.
For brands focused exclusively on paid ads without an organic social media presence, a monthly paid ad budget closer to £1000 is advisable to stand out and achieve results. With the higher budget, you gain access to more advanced targeting options and improved visibility.
For brands that have invested in building an organic social media following through valuable free content and engagement, a paid ad budget around £500 per month to promote that content can be effective. The existing audience base will supplement paid post promotion.
Long term, you want to aim for a viable customer acquisition cost through paid social channels. Benchmark against industry standards. Continually assess returns on ad spend based on conversions, and scale back if you’re seeing diminishing returns. Reinvest gains into testing new offerings, fitness programmes or products.
Contact us today for a free consultation to drive change and grow your market share.
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