How long has your facility been using TikTok and why did you decide to start?
We first started dabbling with TikTok at the beginning of the pandemic, but we really embraced it in the past year. The social media platform has grown so much and offers access to audiences you can’t find anywhere else. TikTok has caused the Google/Meta duopoly to be disrupted.
Are you pushing organic or paid content? Why did you decide to go this route?
Both. Organic is great but doesn’t yet have the geographic controls in place to give the sort of local reach other social media platforms still offer. Paid is still young but has emerged as a real ad platform that can compete with the legacy ones.
How is TikTok a beneficial platform for the health and fitness industry?
It’s where a big part of our audience lives, and it’s where engagement and usage are growing right now. There are lots of insights to be found about our members to use on TikTok and elsewhere.
What should clubs know before investing time into the platform?
Spend some time actually using the platform yourself before jumping in with a business account. Try to make your content feel like it belongs on the platform. Be careful with geographic targeting on ads. Depending on your city, you may or may not be able to go granular enough for your club count and locations.
Watch Genesis Health Club’s TikTok videos here.
