Instagram Marketing for Fitness Influencers and Creators: 2024 Update

As a fitness influencer, creator, or professional, growing your app-based membership through Instagram is crucial. However, the platform is constantly evolving, and strategies that worked a few months ago might not be as effective now. In this updated guide, we'll dive into the latest Instagram marketing strategies tailored specifically for the fitness industry. Let's get you equipped to boost your reach, engage your audience, and grow your membership.

 1. Optimise Your Bio

Your Instagram bio is the first impression visitors get, so make it count. Clearly state what you offer, who you serve, and include a strong call-to-action (CTA). Avoid overwhelming potential followers with multiple links. Instead, direct them to one key landing page that funnels them into your app or membership site.

Pro Tip: Use your bio to highlight unique aspects of your fitness brand, whether it’s personalised training plans, exclusive app features, or success stories from your community. Include keywords related to fitness and your niche to improve discoverability.

2. Develop a Brand Plan

Consistency, clarity, and congruence are your new best friends. Regular posting and engagement are non-negotiable. Ensure your posts are visually appealing and aligned with your brand aesthetics—think about consistent colour schemes, fonts, and messaging.

Consistency: Schedule regular posts and interactions. Avoid the dreaded inactive account syndrome by planning content in advance.

Clarity: Be explicit about your offerings. Whether it’s workout plans, nutrition tips, or motivational content, make it clear.

Congruence: Ensure your posts, stories, and interactions all reinforce your brand message. A well-crafted brand plan sets you apart and makes your profile instantly recognizable.

Further Detail: Tools like Canva can help maintain visual consistency, and social media schedulers like Hootsuite or Buffer can help ensure you post regularly.

3. Balance Content Types

Instagram has diversified beyond just photos. The platform now prioritises video content, particularly Reels. Here's how you can balance your content:

- Feed Posts: High-quality photos and carousels showcasing workouts, transformations, and testimonials.

- Stories: Behind-the-scenes content, quick tips, and daily updates.

- Lives: Authentic, real-time interactions like Q&A sessions or live workouts.

- Reels: Short, engaging videos demonstrating exercises, fitness challenges, or app features.

Reels Tip: Given Instagram's algorithm favouring Reels, make this a staple in your content strategy. It’s an excellent way to reach new audiences and show off dynamic content.

Further Detail: Use tools like InShot or Adobe Premiere Rush to create high-quality videos. Plan a content calendar to ensure a mix of different content types.

4. Use Hashtags Wisely

Research and incorporate hashtags relevant to your niche. This increases discoverability and connects you with potential followers interested in fitness. Mix up popular and niche hashtags to tap into different segments of your target audience.

Pro Tip: Save groups of hashtags as text shortcuts on your phone for quick, consistent use.

Further Detail: Use tools like Hashtagify or Display Purposes to find trending and relevant hashtags. Rotate your hashtags regularly to avoid shadowbanning.

5. Leverage Micro-Influencers

Collaborate with micro-influencers within the fitness community. They often have a more engaged and loyal following compared to larger influencers. Partner with those who align with your brand values and can authentically promote your app.

Collaboration Idea: Offer free access to your app in exchange for shoutouts or co-created content that highlights your app’s benefits.

Further Detail: Micro-influencers typically have followers in the range of 1,000 to 100,000. Use platforms like AspireIQ or Upfluence to find suitable influencers.

6. User-Generated Content (UGC)

Encourage your followers to share their own experiences using your app. This could be transformation photos, workout videos, or reviews. Feature this content on your profile to build community and authenticity.

UGC Campaign: Create a branded hashtag for users to tag their posts, making it easy to find and share their content.

Further Detail: Incentivize UGC by offering rewards such as shoutouts, discounts, or exclusive content.

7. Engage via Direct Messages (DMs)

DMs are a powerful tool for building relationships and providing personalised support. Respond to comments, thank followers for sharing your content, and engage in meaningful conversations without spamming.

Engagement Strategy: Use DMs to follow up with new followers, offering them a discount code or a free trial of your app.

Further Detail: Automate your DM responses using tools like ManyChat. ManyChat can help you set up automated sequences to welcome new followers, respond to common questions, and guide users through your sales funnel.

Using ManyChat:

- Automate Welcome Messages: Greet new followers and provide them with a CTA.

- Customer Support: Answer frequently asked questions with automated responses.

- Lead Generation: Use interactive messages to collect emails and other contact information.

- Sales Funnel: Guide users through the process of signing up for your app with personalised messages.

8. Timing and Frequency

Posting at the right times can significantly boost engagement. Analyse when your audience is most active and schedule your posts accordingly. Aim to post at least once a day, with a mix of stories, posts, and Reels.

Optimal Times for the UK Market: Generally, 8-9 AM, 2-3 PM, and 7-8 PM GMT are good starting points, but always tailor based on your specific audience insights.

Further Detail: Use Instagram Insights to track when your followers are most active. Tools like Later and Planoly can help you schedule posts for optimal times.

9. Know Your Audience

Understand the demographics of Instagram users—most fall between 18-35 years old. Tailor your content to this age group, focusing on engaging, visually appealing, and value-driven posts.

Audience Insight: Use Instagram's analytics tools to gain deeper insights into your followers’ behaviours and preferences.

Further Detail: Create detailed audience personas to understand their needs and preferences better. Use this information to craft content that resonates with them.

10. Instagram Advertising

Use Instagram ads to reach a broader audience. Ads can be highly targeted through the Facebook Ads Manager, allowing you to specify demographics, interests, and behaviours.

Ad Strategy: Start with Reels ads to leverage their current popularity. Ensure your ads have a strong CTA that drives viewers to your app.

Further Detail: Test different ad formats (e.g., carousel ads, video ads, story ads) to see what works best. Use A/B testing to optimise your ad performance continually.

11. Cross-Platform Strategy

Remember, your audience is likely active on multiple platforms. Create a cohesive strategy that extends beyond Instagram to platforms like Facebook, YouTube, and Twitter.

Unified Strategy: Repurpose your Instagram content for other platforms to maintain a consistent brand presence and reach a wider audience.

Further Detail: Tools like Hootsuite or Buffer can help manage and schedule posts across multiple platforms. Analyse performance metrics on each platform to optimise your strategy.

By implementing these updated strategies, you'll be well-equipped to leverage Instagram’s full potential, grow your app-based membership, and establish a stronger presence in the fitness community. Stay consistent, stay authentic, and watch your influence and membership base grow.