Generate fitness leads and members with this solid Instagram Ads strategy

Posted on 23-08-2018

Instagram has over 1 Billion Users worldwide. This is a results overview of our renewed Instagram Advertising strategy; Insta Ads for fitness, pt, boutique and yoga clubs.

We have been generating gym leads on Instagram ever since 2015

Maxi Stoiber, our Marketing Formula Director: "So Instagram is not new to us. On one side because part of our team of now 40 digital fitness marketing experts and interns are young. On the other side because we already developed an Insta Ad strategy for fitness clubs and gyms back in 2015 (page text in Dutch), like the showcase for OosterGym in Amsterdam. In 2015 we only used ads in the regular timeline. The Insta Stories did not even exist. Stories was introduced in summer 2016."

Why advertising on Instagram?

Stoiber says: "The short version: you will reach a bigger and younger audience. The complete version: yes, you will reach more youth, and adolescents and young adults up to 34 years of age. To them, Insta is the main social network. But Insta gives a way broader online reach with all generations. And Instagram is 100% mobile-focused. Mobile internet usage is 1 of the megatrends worldwide. All leads generated on Insta are extra, in addition of what already is generated on other social networks and Google. Another great extra is that you will be beating your competition because hardly any gym or fitness club is advertising on Insta at this very moment!"

The #1 Instagram Ads mistake!

Everybody knows, Facebook is the owner of Instagram. That's why you create your Insta Ad in the Facebook Business Manager tool. That's where most people make the #1 mistake in Insta advertising. They just tick the Insta ad box and have exactly the same ad on Insta as on Facebook. Wrong! Why? Because Insta and Facebook are used completely differently, the context of why people are on either network is different. Just create a separate Insta ad set in the Business Manager. And create different ads for the regular timeline and for the Instagram stories position. Advertising by just ticking the box guarantees you are losing money.

The whole fitness industry should thank all #fitgirls

Like all innovations, like all social media, it all starts with the youth using it. The #fitgirls proved that this medium is extremely good for promoting a better shape and healthier lifestyle. Pictures tell more than words. That is exactly what Instagram does. The fitness industry as a whole, profits from this all. All gym, fitness and yoga professionals and clubs now have a great extra way to share and inspire. And they all should thank the fit girls and -boys for showing the way.

First only the youth, now adults as well

Still today, many adults see Insta as 'that network for kids'. Once again, wrong! Just like with any social network, after the youth come the younger adults and adults. The 35+ age group on Insta is growing fast. In the ads for our clients, we even target the 65+ age group! And the results show healthy numbers of qualified leads. People ready to join your gym or fitness club. As well as people that need you to help them make a decision on starting their healthier lifestyle at all.

The first fitness ads statistics

These are real-life numbers. Taken from the first couple of campaigns from our updated Insta Ad strategy for our clients in countries like America, England, The Netherlands, and Germany. Interesting fact: the numbers are alike in all countries! So are people the same, where ever they live?

These numbers and statistics don't guarantee your results. We just use them to show you how the mechanics work.

  • Competition for the same ad spot is relatively low
  • Because of that: a relatively low-cost level
  • We've seen not many fitness clubs, gyms or yoga studios that advertise on Instagram
  • Advertisements as well on the regular timeline as in stories
  • Cost per lead: varying but we've seen as low as $ 1.70 (makes us think of Facebook ad cost level back in 2014!)
  • We saw for Instagram fine CTR's (Click Through Rates) of up to 2.6% (so 1 in 38 people that saw the ad clicked or swiped it)
  • Out of those people, we saw up to 13.1% convert into a lead
  • Lead numbers per club: varying and some clubs up to 43!

Where to advertise your club, on Instagram or on Facebook?

Just from asking the question, you understand that the only answer is: both! Well, only if you really would like a continuous stream of leads for your gym or club. anybody can do a one-time campaign on Instagram. It probably will perform, unless you really make all the mistakes in the book. But the secret is in the strategy to do that ongoingly, without a break. Why? Well, how many days a year could your business use new members or clients? Just a few days a year? Or daily? Instagram Ads is now a part of our successful Fitness Marketing GrowthFormula! The integrated combination of using Insta, Facebook, Bing, Google, and more guarantees results!

Currently, the price of Insta Ads is low, but...

It will go up! Just like it did and still does in Facebook. No, not right now today or tomorrow. But it will definitely and rigorously. With the same effort and strategy, today Insta Ads will simply generate more leads than in a couple months or years from now. With the strategy we use, all leads will come to you in your email inbox and part of it automatically in your sales agenda. What to do with those leads? Call them, immediately. Invite them to your club and help them make a healthy decision.

Take advantage of the wave

Tip: take advantage of the wave of active Instagram users. Be among the first to collect a stream of leads from Instagram. So what's next? Just start! How? if you have loads of time, you could try for your self. But if you just want the best results possible, contact a fitness marketing expert that can show you a proven track record.

To finish, recently we at Hidden Profits Marketing have been more active on our Facebook Group and on our LinkedIn account. Now back focusing a bit more on Insta as well. will you join us?





Author: Aernout Leezenberg
Founder and CCO of Hidden Profits Marketing since 2004


Proven successful Instagram Ads strategy for fitness clubs, gyms, personal trainers, boutique clubs and yoga studios in the United States of America, Canada, Australia, New Zeeland, United Kingdom, England, Ireland and more.




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