According to Forbes, over 77% of businesses use social media, and 41% of small businesses use it as a revenue driver. For Pilates studio owners, social media is an opportunity to build and engage an audience. Using social media for Pilates marketing is a perfect fit!

Since Pilates is about improving health and fitness, social media is an asset for humanizing your brand and making personal connections. Those who are marketing Pilates studios should know the advantages of specific platforms, ideas for content, and tips to improve their social media ASAP. 

The Best Social Media Channels for Your Pilates Studio

TIKTOK: TikTok has a reputation for being a “Gen Z” platform, but it’s an ace-in-the-hole for many businesses. Capterra reports that 78% of small businesses that run ads on TikTok realized a positive ROI, the majority in six months. 

Since Pilates depends on movement, TikTok’s short-form videos are ideal for educating and engaging an audience. Use the clips to perform the exercises, give tips, and answer questions. You can even create clips where you do voiceovers, don’t speak at all, or have only text. 

In this TikTok post, Soteria Pilates in Florida uses a TikTok video to highlight the jumping pull-ups exercise on the Pilates reformer.

@soteriapilates #pilatescardiosculpt #allegro2reformer #infinityfootbar #burnfatbuildmuscle #gainendurancegainstrength #fireyourcore #nojointpainhere #booknow‼️ ♬ bando – sped up + reverb – bbygirl

FACEBOOK: On Facebook, you can communicate with both prospective and current clients. A Facebook page lets clients leave reviews and star ratings. You can connect with them through text, imagery, or videos. They can ask questions directly on the page or via Messenger. Your Facebook page can share milestones or important announcements.

In this Facebook post, our member studio People’s Pilates in Washington shares the benefits of Hot Pilates. They use professional design and their bright colored branding to draw attention and share useful information.

INSTAGRAM: Like Facebook, you can post content in different formats. They can be a single image, a Story, a video like a Reel,  or a collage of images. Hashtags will help with discoverability, and you can also follow Pilates influencers.

The Types of Social Media Posts

To build a strong presence and following, diversify both the content you post and its formats to reach your audience in different ways. For example, post videos of your lessons on TikTok or address the viewer directly. Some other ideas for video content are:

• Tutorials
• FAQs or Myths about Pilates
• Fun facts about Pilates
• Healthy lifestyle tips like healthy recipes

For Instagram, spotlight your clients or your staff. Show people with different body types to relate to your audience. Host an Instagram Live with one of your instructors or a Pilates expert. Instagram is also suitable for a client testimonial because you can add text and be visually engaging.

For example, one of our amazing member studios in Michigan, Warehouse Pilates, posted this reel showcasing a time lapse video of one of their classes in action. The fast movement and catchy audio captures attention and invites the viewer to pause and watch. It also shows off the quality of the Pilates classes they offer.

 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

 

A post shared by Warehouse Pilates South Lyon (@warehousepilates_sl)

Facebook lets you share videos like the other platforms. However, it’s also a good place for written content and testimonials. For example, you can post a “Pilates Fact of the Day” or share articles. Facebook is also where you post information about your specific business, like hours, holiday schedules, and types of classes you offer. 

While social media is excellent for education, don’t forget to have fun with it. For example, try out one of TikTok’s viral trends or post a funny Instagram caption. However, too many memes may make your audience not take you seriously. 

Tips to Immediately Improve Your Social Media

First, take a look at your profiles as they are. (Psst—if you’re not on specific social networks already, it’s time to start!) Consider refreshing your business’s profile picture or cover image. Clean up your copy or add more text.

Each platform should have its approach and personality. For example, a funny video of an instructor correcting bad form is better on TikTok than on Facebook. A scientific article may generate better engagement on Facebook than an Instagram Story.

HubSpot recommends an 80/20 approach to social media—use 80% of your posts to share non-promotional content and 20% to promote your brand. They use a “cocktail party” analogy; no one wants to be at a cocktail party with people who only talk about themselves. As one public relations business writes, “it’s all about value.” 

Consistent posting is critical for social media. If your Facebook page hasn’t been updated in three years, the information may be outdated, showing that your brand doesn’t care about its digital presence. You also miss opportunities to connect with your clients who use Facebook. 

Establish a regular posting schedule. If you post at the same frequency or on the same days every week, your audience will know what to expect from your brand and build trust. However, it’s a trial-and-error process to gauge the frequency of your posting and its resonance with your audience.

Social Media Will Boost Your Brand

If you’re not using social media well, odds are your competitors are, and you don’t want to fall behind. Social media is a different way for people to engage with your Pilates business besides an in-person visit. Being strategic and consistent with your social media can significantly impact marketing your Pilates studio. Meanwhile, check out this post for more ways to market your studio!