There are no two words in the English language that are more polarizing to marketing folks than “viral videos.”
Over the past several years, companies have tried to create their own “viral” video content, not realizing that they really have no control over what becomes the next “David After Dentist.” However, what you CAN control is how you best position video content to better market your club to prospects.
For starters, know your audience. Even if you have the coolest, edgiest idea for a video, you need to ask yourself whether or not it’s going to strike a chord with your potential members. Start with the basics: What are you trying to sell? What’s the quality of your equipment? Do you have a helpful staff? Do you want big results? Focus on the “what” and the “why” before you get into the “how.”
When we’ve shot videos for the web at Snap Fitness, we typically try to communicate two things — better results, and more for your money. No matter how creative an idea we get, it has to meet those criteria. And, if it doesn’t, then it’s back to the drawing board.
Once you’ve picked your key messages, sit down at your computer and see what other fitness clubs are doing. Pay attention to what works, what doesn’t and how users are interacting. This will help you better direct your video team and clearly explain what you like and what you don’t. This will save you time and, more importantly, money, later on. That being said, don’t look for videos that you want to copy — look for things like length of videos, types of music being used, etc. Inspiration is fine, but don’t just copy another video shot-for-shot.
Finally, once you’ve created a video, don’t just throw it up on YouTube and hope for the best. Promoting video content is easier than ever thanks to social media, but it’s important to know where to find your audience. For example, we’ve made dozens of first-person testimonials and success story videos of real-life Snap Fitness franchise owners who achieved their dreams of owning a business. While we could put these videos on our company’s Facebook page, we realize that the majority of people who like Snap Fitness on Facebook are members, and aren’t necessarily looking for this type of content. However, social networks like LinkedIn make more sense for business professionals who may be looking for a new opportunity.
Additionally, we’ve created videos that are more focused on being funny or inspirational, and shared those on our member-facing social media channels like Facebook, to provide creative, shareable content that will resonate more with members and prospects.
No matter how big or small your video budget is you have the ability to create unique, informative content that will draw eyes to your club. And yes, it’s okay if those videos don’t go “viral.”
By Patrick Strait, communications manager for Snap Fitness
