We all feel it; the pressure to post “something” on social media when we’re drawing a blank. Most of us didn’t become fitness professionals out of a burning desire for content creation yet here we are, feeling like we compete with influencers with huge audiences and a constant stream of ideas for posts/reels/stories/shorts/etc. on social media.
I’ve been there, and so have all my career coaching clients. Here are my top tips to ease the frustration and a couple of fresh ideas.
Social Media Top Tips
Consistency matters more than frequency
Most fitness pros who don’t really use social media say it’s because they don’t have time to “always be on there”. I have good news for you: you don’t have to, nor should you spend lots of time on social media.
It’s the same answer you would give to your clients who think they must spend 2 hours in the gym every day to achieve their goals.
Posting consistently on social media helps build your brand and business by increasing awareness and building trust. Simply put: when someone hears about how fantastic you are as a trainer/instructor/coach they will go check you out on social media to confirm that referral thanks to your presence and messaging.
The lesson: just like your workout schedule, choose the frequency you are willing and capable of keeping consistently for the next 3 months. There is not really such a concept of too little or too much as far as your audience is concerned, what matters is your honest reflection on what you can handle. Even once per week can work if you’re just starting out or if you’re in a content creation slump.
IDEA: When and Where to post on social media in an integral part of my 7 Simple Steps to Attract More Clients digital program.
Authenticity matters more than originality.
Many of us get stuck in trying to think of something new and fresh. We also follow people on social media whose job is to create content. Our is to improve the health and fitness of others; creating content is a method to help them know who we are and how we can help them.
Even for top influencers the hottest trend is #GRWM (Get ready With Me) videos in which they’re showing a behind the scenes of themselves getting ready for their day, their night, and event, etc.
The lesson: Your audience wants to see the real you: how you choose your workouts, how you handle a lack of motivation, what’s in your grocery bags, how you choose your music, what a typical day looks like, and more. This is the perfect opportunity for fitness leaders to move away from intimidation and towards inspiration and coaching.
IDEA: Reuse and recycle! Trust me; your audience does not see everything you post. Tweak a word or two or an image or a graphic and reuse the same content/message/idea. This is how I manage to consistently share valuable content (if I do say so myself 😉) via email + Facebook + Instagram + LinkedIn.
Simplicity matters more than creativity
Remember when we were all trying to figure out video editing and while pointing and dancing for Reels?? As someone who didn’t grow up with Tik Tok yet has a social media strategy that includes Instragram, Reels we are the bane of my existence for about a year. I worked at it and gave it as much time and energy as I felt was worthwhile and finally became comfortable making Reels because everyone kept saying “it’s ALL about videos now!” Then Instagram recently announced they were moving towards a more balanced algorithm and carrousels are now king!?
The lesson: keep an eye on trends and see if something tickles your fancy but you don’t HAVE to become great at every single new tactic. Focus on the ones that will satisfy Tips 1 and 2 and keep it simple. Fitness pros had successful careers before social media came around and it can now be part of a balanced and fun approach to communication and marketing.
IDEA: Check out this simple and timely video clip I shared after seeing lots of people wondering when and which sneakers to buy this Spring.
Bonus tip: make sure you’re not spending so much time CONSUMING social media that you never get around to CREATING. Looking at what everyone else is posting can be a slippery slope into imposter syndrome and your potential clients are out there waiting for YOU; put yourself out there using steps 1, 2, and 3!!
Nathalie Lacombe, M, Sc. Is the coach and cupid of the fitness industry! She blends her 25 years of international fitness experience with her degrees in psychology and exercise science to coach fitness professionals and leaders towards incredible success in their careers and businesses.