With apps such as Vine and Instagram where people can easily share and record a short video, it’s interesting to see that not many companies use them to further expand their businesses. This is not to say that all businesses should start using these apps. Companies should still research and recognize whether using these social media platforms would be optimal. But two types of businesses that I have in mind that would be great to tap on the opportunities these video apps provide would be gyms and other recreational facilities. While I have seen a number of small business owners of recreational facilities who use Instagram to showcase their services, there are very few big commercial recreational facilities that do this.
In general, one of the many things that hinder consumers to try new things (products, sports or activities) is the uncertainty of only knowing the possibility of not liking these once a commitment has already been made. Specifically for gyms and recreational facilities, commitment happens once you have already signed up for a contract-based membership. To mitigate this barrier, companies have been offering one free trial sessions or paid drop-ins to check out the facilities. However, this is not enough. Having to base one’s decision with only one experience, given that most commercial recreational facilities do not have drop-in options, can be a stressful and daunting process, especially when the next thing you can only do is to commit to a yearly contract.
In addition, these free trials can mostly just attract already interested individuals. As a business owner, you would also want to attract individuals that may be interested but need a little push, which can just mean getting information without putting too much effort. Allowing your prospective clients to observe in their own time and without extra cost what your services are like by posting casual short clips of activities or your facilities can prove to be beneficial in the long run. For better results, it would be ideal to have your clients be the one posting on Instagram the activities they do while at your facility rather than through the company’s account. This is because consumers tend to be more skeptical if they see pictures or videos uploaded from the company’s social media accounts, as consumers may think this is just advertising and it’s not genuine. One way to encourage your clients to post Instagram videos about your facilities is by offering discounts or prizes by posting videos.
By getting on Instagram and Vine, gyms can better showcase what they can offer as well as gain further reach to consumers. Gyms and recreational facilities whose target market are young professionals or college students may see the best results from using these video apps as one of their digital online marketing strategies.
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