A Guide to Video Marketing
No matter where you’re sharing it, you can’t go wrong with online video, which consumers told Animoto is their favorite type of digital content. Furthermore, videos posted on Facebook, Twitter, YouTube, and Vimeo can rank in search results, particularly when their titles and descriptions feature target keywords. It’s no wonder that brands using video report getting 66% more qualified leads per year!
Not sure where to start with video marketing? Here are some things you need to know:
How Long Video Content Should Be
When you’re creating video for sharing on social networks like Facebook, Twitter, or YouTube, the bulk of your video content should be 2 minutes or less because attention spans are short. Remember the video length requirements for Instagram and TikTok highlighted above? Today’s consumers are used to videos that are 15, 30, and 60 seconds — and even then, they don’t always watch them until the end. If you want to cater to today’s increasingly distracted digital audience, consider videos of 30 seconds or less.
How to Create Fitness Club Video Content
Video allows you to connect with the audience in a much more effective way than static images or text-based posts. Your audience will build up familiarity with your facility and team, and this connection is what will turn prospects into members in no time.
If you want to take video to the next level, here are some low-cost or free, easy-to-use tools we recommend:
- Biteable allows you to quickly and easily create studio-quality videos.
- Canva lets you create high-quality videos — without being a video editing pro.
- Animaker helps you create videos using millions of photos and videos.
- Lumen5 is designed to help businesses create high-impact video content.
Whether you use your smartphone or a video creation tool, here are some video content ideas:
- Introduce a new personal trainer or class instructor with a quick Q&A.
- Show off new or unfamiliar equipment or share your take on popular workouts.
- Demonstrate stretches that people often get wrong or new exercise routines.
- Highlight new classes or training opportunities coming up.
- Give a mini-tour of your gym and invite people to schedule a full, in-person visit.
- Create a “day in the life” video of what it’s like to run a gym.
Remember: You want to show that your facility is well equipped, that you employ experienced trainers that are approachable and know their stuff, and that you offer a range of classes and timetables. You can always ask your audience what kind of video content they’d like to see and then cater to them that way.
Where to Publish Your Videos Online
Once you’ve created a video, you have to make sure you upload and promote them. There are many different hosting platforms, but you can also post videos natively on each app or platform. There are pros and cons to each strategy, so test your options out and see what works best for your audience.
Here are some video hosting websites to consider:
YouTube: The most recognizable and mainstream video hosting site out there, YouTube also offers countless SEO benefits. It is, after all, the second largest search engine in the world. Posting video to the site is free, but your videos will feature ads that could deliver a negative user experience.
Vimeo: This site offers free and paid options with a variety of storage and feature options. Vimeo is cleaner and less busy than YouTube, and it may be a good option for your fitness club.
Wistia: This site offers free and paid subscriptions and has a heat map feature that helps businesses understand how viewers are interacting with the video so they can deliver better video content in the future.
If you enjoyed this guide, you should check out our new e-book, Everything You Need to Know About Marketing Your Fitness Club. This e-book will help you identify the most effective marketing strategies for blowing past your local competition, increasing revenue, and bringing in a steady stream of new members throughout the year. You can download it here.