With people double tapping, sharing, scrolling, buying, and following more than ever before, a key focus for any franchisee in 2020 should be on getting the most out of their business’ digital assets. Here are some of the top trends and tips F45 Training has identified to help coach franchisees to digital success:
Video created the social media star.
Digital is a vibrant, living medium and people are far more likely to watch a short video than read a paragraph of text or even a carefully crafted Instagram caption. Video is one of the most effective ways to market any fitness franchise, and if you want your business to stand out in this new decade, you’ll need to use video to get a leg up on the competition.
If you don’t believe us, consider the fact that YouTube is the second biggest search engine in the world. Video simply works better, and how-to videos, product demos and point-of-view content are the way to get audiences engaged.
As a rule for marketing, short videos work better than longer ones (especially on more visual channels like Instagram). But, even slightly longer format video can be a great way to show off your franchise location and give your audience a taste of the in-studio experience and fun of an F45 workout.
While live streaming and sharing need planning and strategy, they will also keep your audience watching up to three times longer than a recorded video. For F45 franchisees, a moment from a live workout, a quick tour of your studio, or a feature session with a star instructor can be great ways to show more potential customers why they should choose F45 over a competitor.
F45 Training franchisees have ready access to a host of video content, and regular events & activities ensure that the brand has a dynamic presence in the digital space. Franchisees can further boost their digital profile by sharing videos from their studio—just remember to always get members' permission before featuring them. The key is to find a balance between maximizing the power of the F45 brand and ensuring that your content is relevant to your local audience.
A huge advantage that digital marketing has over conventional channels is that it allows its audience to interact with it, join the conversation and share your message with others. An Instagram poll, Q&A session or survey won’t just get more eyes where you want them, but will also help you understand where your content should be focused and what your own unique target customer is looking for.
All of your digital comms should be intended and designed to encourage interaction, whether it’s a share, like or just a simple click. Asking questions, encouraging your audience to tag a friend or even just comment on a post will boost your social media’s effectiveness.
The F45 Training system is ever-evolving and improving and our approach to marketing and community engagement should be, too. One of the most effective ways to do this is to listen to what your current and potential customers like and want and adapt your content and messaging to fit.
While digital marketing is evolving and growing day by day, it’s also becoming more cluttered and difficult for people to find content that’s authentic. It’s resulted in more people viewing digital content with mistrust and skepticism.
Clutter and over-exposure is something that’s affecting the fitness industry in particular, with thousands of people with six-packs and Instagram accounts selling themselves as fitness professionals. Of course, there’s also loads of great information out there as well and just as many people who are real experts at what they do.
It can really be difficult for people to tell what’s real and what’s not, which is another way a tried and trusted fitness brand like F45 Training gives its franchisees an advantage over competitive start-up businesses that don’t have a global footprint or proven success record.
Being authentic also means using one of your biggest marketing tools: your current F45 members. According to a recent survey, 84% of customers trust online reviews as much as recommendations from friends.* Again, sharing progress and positive reviews from existing customers is a great way to win loads of new ones. Messaging from real people and your own community will always be more effective than a blanket message that’s not as relevant to a smaller audience.
Community and connection beat likes.
A big shift that’s predicted is digital content trending towards showcasing real connection and community rather than chasing superficial likes. Instagram rolling out hidden likes is just one of the signs that platforms are starting to looking for higher-quality engagement over quantity and meaningless numbers that don’t offer any real value.
Of course, the F45 product and customer experience is rooted in a powerful sense of community, so this is one trend we’re really excited about. Our unique group training system doesn’t just deliver fitness results, but builds positive emotional connections between members and the F45 brand that people are proud of.
Change is the only constant.
With more access to better data and technology improving exponentially, you can be sure that there are more surprises and innovations in store for the year ahead. You can also be sure that F45 will keep our ears to the ground and be ready to use what works to deliver the best results for our franchisees!