How your Gym can have a consistent presence on social media

Social media are excellent platforms for communication and interaction between people and companies. Through them, you can ensure a closer and more trusting relationship between your gym and the client or potential client. And from Facebook to TikTok, passing through Instagram, LinkedIn or Twitter, there are many possibilities.

If you are thinking about creating contents for social media, to be successful it’s not enough to simply put up some pictures of the gym, some inspirational phrases, or simply what your competition are already doing. You certainly want to stand out and make sure your contents have visibility, projection and positive impact. For that to happen, consistency is a key aspect.

What does this mean? Even before you start posting contents on social media, you need to choose where you want to be. Does it make sense, in the context of a gym, to be present in 7 or 8 social media? Will you have the time and energy to feed those same platforms with new, relevant content that adds value to the client? If not, you need to make a conscious choice and only be present on social media that are best suited for your gym. Instagram and TikTok, for example, may be more than enough to reach your target audience.

Now that you have chosen the platforms where you will work, it’s time to plan. The biggest enemy of consistency is lack of planning. To avoid wasting time, choose a monthly content calendar, previously filled out and approved, with the contents, authors, hashtags, publishing dates, formats and all the information you consider relevant. How many times a week will you publish? At what time of the day? Will you choose images, text or stories? These and other aspects have to be in that plan. And, if you’re out of time and ideas, take the opportunity to recycle old content. Also take the opportunity to identify the most important dates (Mother’s Day, Valentine’s Day, Black Friday, Christmas, etc.).

Addressing current themes and trends are a good way to keep communication relevant and, forgive the redundancy, current. A company that is on top of the trends shows that it is attentive, involved, in a living word. There are many examples of other brands, such as Super Bock, Control or Licor Beirão, which work very well in their contents with current themes. In the case of gyms, a touch of humour can bring good results.

Besides content, consistency should also be reflected in your brand image. Be consistent across social media profiles, using the same logo, brand colours, slogan and banners. Make sure the gym’s brand is registered on all social media. Maintain the same communication style across all platforms. You can, for example, use Instagram to show day-to-day aspects of your gym and, at the same time, use Twitter to share news or Facebook to make other kinds of communications. In other words, instead of thinking about just one social media, focus on the entire digital ecosystem.

Finally, keep in mind that a consistent social media presence requires interaction. By focusing on interaction with users, you create a relationship of trust and closeness. At the same time, you are showing clients that your Facebook or Instagram page is not just a repository of images and information. Rather, they are a means of communication where they can learn, ask questions, solve problems and get to know your gym better.