USING INSTAGRAM
TO GROW YOUR
FITNESS BUSINESS
By Brendon Sinclair
Engage with
brands: Following
brands, liking
and commenting
on photos and
developing a
rapport is key to
being seen by
brands.
W
hen Belinda
Norton-Smith
started her b.live.
wear brand her main
aim was connecting with
people searching for great
content about living an
optimal life.
With her healthy eating, fitness and
fashion blog and social profiles fast
gaining popularity she soon acquired
a dedicated following of 25,000+ on
Instagram, along with interest from
health and fitness businesses looking to
get in front of her audience.
28
It was no surprise when Jo Clark,
Marketing Manager for fisiocrem
Australia, one of Australia’s leading pain
relief creams, approached Belinda for
promotional opportunities.
“When we look at using models in any
content or advertising we create, it’s
important to find a credible person to
represent the brand. All things being
equal, we’ll engage the model or
personality who has a strong social
media presence – that’s why we
approached Belinda. The reason
is simple – we want to leverage our
content or advertising as much as
possible,” said Ms Clark.
“It is very difficult for many athletes
to earn decent money from the
exploitation of their profiles. Conversely,
businesses want the biggest bang for
their buck and want to ensure they have
the right person associated with them.
These days it’s all about leverage and
getting the brand in front of the right
audience,” she said.
“That’s why people like personal trainers
can be a perfect fit for promoting fitness
brands – the trainer’s audience is the
brands target market. To be seen as
expert, knowledgeable and authentic is
key,” said Ms Clark.
Instagram is fast becoming the go-to
social media platform for individuals and
brands looking to grow their profiles and
become influencers in their chosen field.
With higher engagement than other
WHAT’S NEW IN FITNESS - SUMMER 2015