Video Marketing 101: Why You Need It
Even before COVID-19 hit last year, video was the hot new trend to watch in digital marketing. But the pandemic has sped up the importance of this medium, encouraging clients and coaches alike to adapt to an online world.
From TikTok and Instagram Reels, to the enduring popularity of YouTube, people are consuming more video content online than ever before. According to a survey carried out by video marketing experts, Wyzowl, the average amount of time people spend on watching videos online has increased from 1.5 hours per day in 2018 to 2.5 hours in 2021.
Gyms and fitness classes may have reopened their doors, but video remains an integral part of any digital marketing strategy. Indeed, it is now the most common form of content marketing, according to Hubspot’s 2021 State of Marketing report.
As a fitness business owner, you already wear many hats. The thought of adding ‘videographer’ to the list might seem daunting. But the truth is that video marketing is more straightforward than you might realize.
We’re giving you the rundown of everything you need to know to effectively use video to market your fitness business online. From the benefits of embracing video marketing to tips for getting started, we’ll show how video can help you find new clients.
Why use video marketing for your fitness business?
We’ve already shown how the demand for video continues to grow. But getting on board with the trends isn’t the only reason to embrace this form of content marketing.
Quite simply, marketers love video because it works. Yes, creating a video takes more time than capturing a static image. But the payoff is worth it. According to Wyzowl’s research, video:
Is more likely to convince people to buy: 84% of consumers say they were convinced to buy a product or service by watching a video.
Attracts people to your website (and keeps them there): 86% of marketers say they have increased their website traffic through using video. 83% say it has encouraged website visitors to stay longer.
Meets the needs of your target audience: When Wyzowl asked consumers how they prefer to learn about a product or service, the majority (69%) said they’d want to watch a short video.
Marketing is all about meeting your audience where they are. And your audience is online, watching videos. 85% of people say they want to see more video from the brands they follow in 2021.
Where to share videos to market your fitness classes
There is a bewildering array of options out there now for sharing video content. Almost every social media site has at least one video option. Many have two or three.
If you already have an established presence on one or more social media platforms, start there. No need to reinvent the wheel. You’re likely already comfortable using the tools on these familiar platforms and already have an audience who can help boost your content’s reach by sharing and engaging with it.
You should also think about what kind of video content you can most easily create and where it naturally fits. TikTok and YouTube are both video-led platforms, but short and snappy is essential for TikTok, while longer videos can work well on YouTube.
Don’t forget to reuse content across your different channels. Create a video for Facebook and you can repost it to your other social media feeds too. Your Instagram Reels can become stories and grid posts. Excerpts from longer videos, including your on-demand classes, can become teasers on social media and on your website.
Making your videos
The good news is that the growth in different types of video has made it much easier for brands to create videos quickly.
People no longer expect every video they see online to have the production quality of a full TV ad. There’s a place for off-the-cuff, informal videos as well as those that are more carefully planned and edited.
It isn’t a hard and fast rule, but generally live videos and shorter videos can have lower production quality and still be very successful. If you are creating longer pre-recorded content (e.g., for YouTube), you’ll need to put in a little more time.
Many great videos are made on a mobile phone, so you don’t necessarily need fancy camera equipment.
You should consider lighting, especially if you are recording indoors. And a tripod will help you capture steady footage. Don’t forget to check your angles—we’ve all seen videos taken up someone’s nose and it does not look good.
See our post here for more advice on choosing video recording equipment.
Native tools are now available on most platforms to help you edit and put together your videos. For longer content, you might need to invest in some editing software. Here is a guide to free and paid video editing apps.
Don’t forget to check the audio quality. Even if it is good, add captions to all your videos. Not only does it make them more accessible, but research from Verizon Media suggests up to 92% of mobile users watch video without sound.
Ideas for video content
You know the why, the how and the where, so the next step is deciding on the what. Fortunately, the fitness industry lends itself perfectly to video content, so there should be no shortage of options. For example, some types of video you could try include:
Show short snippets of your classes: Whether online or in-person, sharing a teaser of what goes on in your classes can inspire more people to join.
Introduce your coaches and trainers: Put your staff in front of the camera to show the people behind your brand. It helps build your relationship with your clients.
Share client feedback and case studies: Showing how your classes benefit your existing clients is a great way to convince others to try out your services.
Offer free tasters: With so much content available for free, many people want to try before they buy, so they are confident that your services are worth the cash. Offering free taster classes, either live or pre-recorded, can help to convince them.
Do a how-to: Short videos demonstrating a technique or explaining the principles behind a type of exercise help to engage your audience and establish your expertise. They are also good for catching the attention of people searching online.
Go live: Live videos keep people’s attention for longer—8.1 x longer than on-demand video, according to research quoted by Hubspot. Take viewers behind the scenes and make them feel like they are getting something exclusive.
Partner with fitness influencers: Making video content in partnership with influencers in your niche can help you both grow your audiences.
Video ads: Using video in your social media and PPC (pay per click) ads helps to drive engagement and bring you new clients. 74% of marketers agree that video brings a better return on investment than static images. Demo your services and explain what benefits your clients will gain.
Include a call to action: No matter what kind of video you make, don’t forget to include a call to action to encourage viewers to take the next step—whether that is following and sharing or signing up for your next class.
Measuring your success
Like any form of marketing, a successful video marketing strategy is based on solid evidence. This means you need to constantly track how well your video content performs and tweak your approach accordingly.
Good metrics used to assess how well your videos are received by your audience include:
- Number of views
- Engagement rate
- Click-through rate
- Conversion rate
As you learn what is most popular, prioritize it in your video production. But don’t be afraid to keep coming up with new ideas too.
Get on with creating your marketing videos
We’ve seen that video is one of the most important forms of digital marketing you can use to boost the profile of your fitness business. With the power to engage potential clients and convince them to sign up, it is a versatile and effective way to find new clients online.
Don’t forget to have fun with it. Video can seem like a lot of work, but it offers plenty of opportunity for creativity and new ideas.
And now that you have your video strategy down, you need the rest of your digital systems sorted too. Choosing the right all-in-one software ensures all those new leads you attract to continue their journey towards becoming loyal clients. WellnessLiving’s automated marketing suite offers plenty of tools to nurture leads and retain existing clients.
Want to learn more about how WellnessLiving can help grow your business? Book a free, no-commitment demo today to learn more!
