11 reasons why gyms and studios need to create their own virtual fitness workouts.

Virtual fitness classes are becoming more and more popular with current fitness enthusiasts and new starters. Here are 11 reasons why fitness businesses need to start creating original virtual fitness classes to give them the advantage in their local area!

  1. Giving current members access to online workouts allows them to stay motivated and on track with their training. Virtual classes can help them stay on track when they go on holiday or are away on business. Helping them to workout wherever they are means they don’t feel like they’re behind when they return to training.
  2. Its easy to reversion fitness videos into shorter free workouts and clips for social media. It’s then easy to send traffic to consume the full-length content.
  3. More people are working out at home than ever before. Research suggests 62% of gym and studio members do some sort of exercise at home with fitness apps or use digital platforms. Your members could be looking for a convenient solution to train more with you.
  4. It’s 24/7 FREE advertising for your facility if you publish content on platforms like Instagram TV and YouTube. Optimising your content for search engines can help people in your local area find your business.
  5. Producing high-quality videos is cheap and easy if you have your own camera and studio space. You don’t have to hire a space to make your videos and you can build a library of content quickly. Workouts don’t have to be long so you can film them whenever the studio is not being used.
  6. Over time your videos will increase in views and watch time. These statistics can be powerful ways of proving the popularity of your content and live classes.
  7. Showing other participants in your videos helps to reassure prospects that the program is suitable for them too. They may even recognise a friend participating and your loyal followers will be keen to share with their friends any video content they appear in.
  8. Allowing new prospects the opportunity to try before they visit your facility is great marketing. It’s not heavy on your resources or demanding of your staff’s time. You’re providing useful content that they can build into their routine so they want more. Exercising remotely also helps them to build their confidence before they attend in person.
  9. Free videos serve as a gateway to a premium content and possible additional revenue stream.
  10. Virtual fitness classes provide an opportunity for you to partner with other local businesses. You could offer advertising space in your videos to clothing, equipment or food brands.
  11. Turn your instructors into local celebrities! Class participants love their instructors and instructors love Instagram! Invest in your immediate talent and they’ll be proud to shout about their classes and bring in new business!

 

Need to create better videos for your fitness business? Go shopping!

Everyone wants to create better videos to earn more watch time. So what can we learn from an in-store shopping experience to make videos better?

I’ve never worked in retail but I know from many trips to supermarkets that a lot of research and psychology goes into shop floor planning.

And so that customers buy more stuff!

Last weekend I visited an outdoor store that sells clothes, tents, footwear as well as many other gadgets and high-end gizmos such as GPS trackers and sports watches.

When you enter the shop you pass the tills and then you’re in the clothes sections split into two areas for men and women. And the first thing you see in the men’s section is a display for North Face T-Shirts.

North Face T-shirts are popular; they likely have a good margin for the store and an easy impulse buy so they deserve the extra promotion to be noticed.

Then you’re led on a journey through more clothes, coats, fleeces – because if you need a T-shirt you may need other clothes too right?

And then you have more options forking your path; left for bags or right for tents. The experience is simple and frictionless. There aren’t too many category options to become overwhelming and steering a direction through the store happens almost subconsciously.

Eventually, you end up at the back of the store eyeing up the deals on special offer. You find yourself trying to justify buying a collapsible aluminum picnic table and barbeque unit just because they are 50% off.

Finally, you decide that you don’t really need another rucksack and a GPS watch either so you head back the way you came to the exit.

But there it is again, the display of North Face T-shirts. It’s as clear to see exiting the store as entering it.

The shop made it is clear to see their best seller in both directions and let’s be honest, it doesn’t take much to convince a man to buy another T-shirt, does it?

North Face T-shirts… and they’re on offer!

If you haven’t figured out how this whole experience is relevant to good video design then let me explain.

Every video needs a hook to keep viewers watching. Just like a shop needs an enticing offer to suck customers further into the store.

The hook for the store is the North Face special offer. So shoppers buy some or at least stay in the store for longer.

For video, it’s telling the viewer exactly what your video is about in the first few seconds, so they’ll continue to watch for another few seconds.

You can only extend watch time of videos by constantly drip-feeding more relevant information to the audience so you keep their attention. Just like an in-store experience, visitors have to be led on a journey that makes sense and is logical and constantly stimulating.

The further visitors make it through the store (or your video) the more you can ask of them because they’ve shown an interest in your content. You have their attention now and they’re softened to the idea of finding out more (to watch another video in your series to answer more questions) or buying something from the 50% off deals.

Leaving the store is the last stage of the in-store experience. If you’re not already taking something to till then this is the shop’s last chance of making a sale, which is why they want you to see their North Face special offer again.

This is equivalent to the call to action of your video. You repeat the important actionable content.

It’s what you want your audience to do because that’s the whole purpose of your video.

Hey! This is important and requires your attention again! The sale ends this weekend!

Video is powerful, but only when it’s designed in the right way. Moving pictures isn’t enough to entertain or hold attention for long enough anymore, only content can do that when it’s crafted in the right way.

If you want your videos to perform better and give a positive ROI you need to hold their attention and give your audience the information they want in a logical and effortless way.

So next time you’re creating videos, don’t underestimate the importance of planning your content to provide your viewers with the best viewing experience.

7 Ways to Use Your Fitness Promo Video

So you’ve created a promo video for your fitness product, service or facility.

You’ve put it on the homepage of your website, posted it to YouTube and shared it with the world on Facebook.

Job done, right? Now you can sit back and watch the leads flood in!

If only it were that simple.

Maybe 15 years ago, the novelty of being one of the first to feature a promo video on your homepage might have pulled in a few new customers, but not anymore.

And if you’re hoping that posting to YouTube and Facebook will send a flood of traffic to your website you’re going to be disappointed.

So what’s the correct strategy? How do you use your promo to bring in more business?

Well, you need to earn the attention of your audience at the appropriate time using three marketing strategies.

 

Promote – Push your content to the right audience at the right time

Discover – Allow your content to be found easily in searches

Intercept – Increase the impact of the engagement opportunity to a higher level.

 

The following examples explain how you can put your video in front of your target audience at the best times for more successful marketing.

 

Add a video player screenshot to your flyers and posters (PROMOTE & INTERCEPT)

Flyer still work; offline advertising is not dead. It may be less popular than before but that also means it’s easier to stand out with good copy design. Make your flyers more engaging with a simple video player screenshot of your promo video plus a QR code. Make it easy for them to scan a code to watch a video and monitor the performance of you traditional marketing campaigns by paying attention to YouTube analytics and views.

 

Add a video player screenshot to your emails (PROMOTE & INTERCEPT)

Email plays a huge role in warming up cold audiences, so feature a video player screenshot of your promo in the content or footer of your email and add ‘VIDEO:’ to the subject line to increase open rates. If you’re sending out e-mails for your sales funnels then this is a simple way to tempt a click and direct your audience to your homepage or special offer.

 

Reversion and repost your video to YouTube (DISCOVERY)

If your promo video features testimonials from customers and members, re-edit and repost the video as a ‘review’ of your facility. 80% of customers prefer making informed purchase decisions based on research, rather than talking to a sales advisor, so make it easy for them to find positive content for your product or service. Using ‘Review’ with the name of your facility and location in your YouTube video title means you have the best chance of appearing in searches.

 

Tradeshows (PROMOTE)

Save a copy of your video onto your iPad for trade shows and fitness expos. Don’t rely on unpredictable data connections to stream your content on demand. If you’re presenting, play a few seconds before you go onstage to settle and entertain your audience. Remember, trade floor are notoriously noisy places, so if you’re planning to play a version of your video on your stand, create a version with subtitles so you don’t need to shout over your own video to chat with prospective clients.

 

Facebook Video Adds (PROMOTE)

If you’ve crafted a great promo video which explains how you can help your target customer, experiment with it as a Facebook video ad. The cost per click for a video view on Facebook is still very cheap compared to text-based ads and Facebook’s targeting platform makes it super-easy for you to run your ads at the best time to reach your audience. Short or long videos work provided they give the audience valuable content that focuses on customer benefits. Longer videos work well if you’re educating or demonstrating products. Shorter videos work well for relatable content such as client case-studies that show a before and after state.

 

Facebook Business Page (INTERCEPT)

Pin your video to the top of your business page so it’s the first thing new visitors see and add a custom thumbnail that’s going to make your video stand out. Make sure to include a description with the location and address of your business first along with contact information. Beef up the copy with an extended description of your business plus a transcript of the narrative or interviews. People use Facebook search to discover and research, so it needs text to find your content.

 

YouTube Channel Page (INTERCEPT)

Feature your video at the top of your YouTube channel page so it’s the first one new visitors see and again make sure you add a comprehensive description and thumbnail.

Are you using all these strategies to get more video views? If not, what are you waiting for?

 


Richard Playfair is a video producer Sweatlife Films and former fitness professional.

Sweatlife Films specializes in creating content for the health and fitness industry and video marketing specialist.