A recap of health club marketing trends from 2022 and what to plan for in 2023.
According to HubSpot’s 2022 State of Marketing report, social media was the No. 1 marketing channel in 2022, surpassing website, email, content, influencer, search engine optimization (SEO) and virtual event marketing. Additionally, the report ranked Instagram, YouTube and Facebook as the top three platforms used by marketers.
Specifically, short-form video content – like TikToks and Instagram Reels – were the most effective type of social media content. This put videos as the top content marketing media format for the third year in a row.
Julia Price, the social media coordinator at VASA Fitness, said short-form video is a huge trend and an important component of VASA’s social media strategy. “Short videos are a quick way to deliver a message, connect with our audience, and showcase our brand — which includes our members, team members, culture and clubs,” said Price. “We use trending videos as our inspiration and tailor the content so it’s relevant for our members. Videos range from funny to educational, but we ensure the content stays true to the VASA brand and provides value to our followers.”
Here’s an example of VASA’s short-form video on Instagram and TikTok.
For those concerned about the time consumption of creating videos, the report also stated 83% of marketers believe it’s more effective to create higher quality content less often. Additionally, the most effective posts were funny and interactive. The HubSpot report predicted brands will continue to show up and be authentic in their marketing. This looks like highlighting user-generated and employee-generated content to showcase the voices of their organization.
Examples of the most effective types of content for social media include:
- Funny. (80%)
- Interactive, such as polls, games and augmented reality. (77%)
- Authentic and behind the scenes. (68%)
- Content that reflects your brand’s values. (63%)
- Trending, such as cultural moments and news stories. (61%)
- Nostalgic, relating to different generations or “throwbacks.” (58%)
- Educational and informational. (57%)
Marketing Changes and Trends to Watch
The HubSpot report emphasized the most effective marketing trends to watch are interactive and authentic content. Marketers are increasing investments in interactive content, taking the time to design quizzes, engage on social media and collect valuable information from their audience. They are also sharing more behind the scenes content and authentic brand stories, which resonate during a time when community comes first.
Lastly, when it came to acquiring new customers in 2022, the report found social media as the most effective channel, followed by SEO, and physical events and tradeshows.
Stats from the report show the primary goals of social media strategies changed from 2021 to 2022 to less advertisement of products and services – down from 35% in 2021 to 25% in 2022 – to increasing brand awareness and reaching new audiences – up to 39% in 2022 from 34% in 2021.
HubSpot stated marketers prioritized brand awareness, building new audiences and improving customer service and retention more than in 2021. Brands are putting their relationships and audience community ahead of sales. They are also working to build deeper relationships with loyal customers while building engagement online.
Additional Social Media Marketing Resources
The HubSpot 2022 State of Marketing report is full of additional content to help your brand plan marketing strategies for 2023. For more information on marketing benchmarks, social media, email and marketing trends, and future predictions, visit hubspot.com to download the full report.
To hear directly from health club leaders on social media marketing, watch the Thought Leaders Series: Trends in Social Media Marketing on-demand.