So you want to use video to build your fitness brand?
Well, don't worry, because using video to build your brand is pretty easy even if you've never shot a video before. Plus, there's nothing quite like video to showcase your personality, knowledge, and passion.
In this post, you're going to get a list of tips and tricks that have worked for me. But before you read them, I have a mini list.
3 Mistakes PTs Make Trying to Use Video to Build Their Brand
These are not to scare you. They're here so you actually use the advice later in this post. It is possible to make video work for you.
Mistake 1: Hiring Special Assistance
Don't do this. If you have team members, see what they've done with video before. And if it's just you, do it yourself.
Do NOT hire a video production team. And don't hire an overseas virtual assistant.
Start by doing it yourself so that you understand the process and develop skills that you can use over and over again.
In the future, you may want to outsource some of the work, but for now, get it done yourself to save money, save time, and to teach yourself some new skills.
Mistake 2: Going BIG
Don't do this! It doesn't matter how much of a big deal you or your fitness brand are. Production value in your videos will come.
What's important right now is that you actually get your first video published. It doesn't matter if it's not perfect. It doesn't matter if it doesn't look or sound like some of the top-quality vids you've seen on Facebook. You just need to start.
Send your video into the world. Because don't forget: everyone had to start somewhere.
Mistake 3: Dreaming, Not Doing
So you're on the couch, dreaming about using videos like many other personal trainers are doing. Well, stop dreaming.
It's easy to compare yourself to other people and other brands who are using video. But remember, they've been doing it longer than you. Resist the temptation. Compare yourself to yourself because your personality and style are what will set you apart.
What were you doing yesterday? Nothing with video.
But today? Video!
Okay, hopefully, that's enough of a push so that you actually take action. Because if you don't, reading (and for me, writing) this will be a complete waste of time. 🙂
7 Tips to Actually Use Video to Build Your Fitness Brand
1) Give Something Exciting
Give your audience something they'll be this excited about
This is by far the most important. Think about giving, first.
- Give updates
- Give advice
- Give people what they actually want
People despise TV commercials for a reason. They're greedy.
But people love watching a video that can help them solve a problem. If you help them solve a problem, you’re building trust and authority for your fitness brand. And as a result, people will be more likely to consider and pay for your services.
But that requires giving them a reason first. So what is one easy way to do so?
2) Answer Questions You Get in Real Life
Your videos are for your clients and potential clients, so help them solve the problems they have.
While questions you get from email and social media can be viable topics, those you get in-person from your clients are the best for videos to build your brand.
And if you find that you get a certain question multiple times, chances are that's a topic bound to get lots of attention not only from your clients but also from new visitors.
Once you have your topics, answer them in simple formats like making a list, such as, “5 foods you should completely avoid.” Or by showing them a process like, “How to lose 10 pounds in the next month.” Just make sure the title catches their attention.
You are your brand. People ask you questions. Answer them on video. It’s that easy!
And when you do, as you would...
3) Be Yourself
Video should feel like an extension of real life.
Yes, you should be energetic on camera. Turn it up a notch or two. Because just like the camera adds ten pounds, it also takes a couple notches of your energy.
But don't worry about being a character. You want to come off naturally and let your audience know you understand them.
People want you. So give it to them.
Now, even though it should feel like you're having a conversation with one person, you should still assume many people are "meeting" you for the first time.
4) Introduce Yourself (and your brand)
Don't mess this up. You need to introduce yourself. It's a reprint of your name and brand in the minds of people who already know and love you.
And it’s an invitation for new visitors to see you as a credible resource that is worth their time to listen to.
But you get two seconds to do it. Any longer than that and it feels selfish.
And that feeling makes me want to stop watching your video immediately. So don't bore me with a long introduction.
Also, don't feed me B.S.
5) Be Honest
Be honest with your messaging, of course. Bring relevant, trustworthy, and valuable information to your viewers. If they don’t see the honesty and value within your video, they won’t be sticking around.
But more important, be honest with your intentions.
Your "how" should be abundantly clear. If you're a personal trainer, it's pretty obvious how you make your money: People hire you to help them get fit. But if your business model is more complex (e.g. when you start offering online services), you should explain how it all works so that expectations are clear from the start.
That's what you'd do for a friend, right?
So stay with that. And...
6) Get Personal
Your story and your "why" are the most attractive part of you and your brand. And with video, you can really let this shine.
- Show your passion
- Speak from the heart
- Demonstrate you understand your audience
Carefully scripted lines of prose don't do that, so avoid writing out your video scripts word for word. Instead, create a brief outline of what you'll say, then let your heart and genuine passion capture their attention and respect.
In the video below, I act like a bit of a dork, and that's awesome. This is me. I'm being myself. This is why my audience feels connected to me and my brand.
7) KISS, KEWM
You've heard of the first one. KISS stands for "keep it short and sweet."
People are busy.
I could have made this post 3,000 words of fluff. But what are the chances you'd have made it this far?
The other acronym, KEWM, stands for "keep 'em wanting more."
Oh, and you're probably wondering about the platform you should use to share video.
Just grab your phone, say hi, answer a question, and say, "Thanks for watching."
You just used video to build your brand.