Social Media

Background: Our social media presence is starting at zero with no accounts or followers to share our content with. Leaving us with nothing but unlimited potential to grow tremendously in this digital age of information!

Objectives:

Primary Objective: Reach following on Instagram to a 25k followers by the end of a six month period.

Secondary Objectives: Get our Facebook page liked by 10k people within three months. Get at least 100 subscribers each week on YouTube account.

KPIs:

• Instagram: numbers of followers, number of likes
• Facebook: number of people liking our page
• YouTube: number of subscribers, likes of videos

Platforms

• Instagram – this is the best platform to engage with potential customers, and grow a brand through visual aesthetics. Past just posting pictures, the platform can also be used to share links, stories, and other things in the caption section under posts.
• Facebook – this platform will allow us to reach our exact audience. Facebook is the longest-standing social media platform among all the main stream ones so it has people of all ages and demographics. Creating a page and a group would build an online community for people to interact with us and others passionate about our brand.
• YouTube – using this platform will allow us to put together, launch, and share video marketing campaigns. It will help us reach a wide audience and increase engagement with our brand.

Platform Strategies

• Instagram – we will have posts on our athletes with stories about why they came to Imperius and chose to stay with us. We will post updates on new training programs being held and class schedules to join a group workout. Also occasional short clips will be posted that can show the facility, athletes working out, or renovations completed by the facility. We plan to post content at least 2-4 times a week. Story content could be posted freely throughout the day. We will go about gaining followers by having our brand ambassadors shout us out on their respective platforms. Also, we will use interactive posts and stories to reply back to our follower’s answers so they can repost to their profiles. Instagram stories will be interactive at times with either Q&A sessions, slider rankings, polls and trivia. The tone of the posts will be competitive, motivating, and empowering. We will engage and respond to our audience by replying to a select few comments, replying to direct messages, and reposting our audience’s own posts and stories.
• Facebook – we will post mostly the same things we do for Instagram, such as, stories about our athletes, and also links to articles for workouts and recipes. We will try to be posting daily whenever we have new content to post, and this could be multiple times in a day if our content is multiple forms. We will attract followers by asking members of our online community to invite their friends to like our page. We will use all of Facebook’s features to allow people to shop online for apparel and supplements, share posts to our feed, posting photos and videos, engaging with our online community through groups, allow people to leave reviews and also post about special events at different locations! Our posts will be friendly, informative, and resource-driven to deliver the most accurate content as possible. We will engage with our audience by replying back in comments and inviting people to like new campaigns and initiatives we post to the page.
• YouTube – our videos will be of many different categories including about the company, workout videos, healthy recipes, stories about our clients, interviews with our employees, and more! We will post videos at least once a week to our YouTube account. We will attract customers by posting links to our videos on Instagram and Facebook, also by asking customers and our athletes to like, share, and subscribe to our videos. I will only use the platform to post videos, as most of the efforts behind YouTube will be actually making the videos/content. The tone of our videos will be exciting, hardcore, and immersive as they will really show an insight to what our company and brand is about.

Micro-content

• Instagram: one idea for posts will be stories of our athletes. Mainly why they came to us, what they’ve enjoyed about Imperius, and why they have chosen to stay apart of our family. The posts can be pictures of them smiling or working out, with the caption being an edited transcript of everything they had to say.
• Facebook: an idea for micro-content would be daily posts with an article. These articles could be anything from new workout regimens, diet plans, recovery methods, and so on.
• YouTube: I think a very positive piece of micro-content would be a “Meet Imperius” type of videos where we get to interview different employees, trainers, and staff. They could talk about their path to Imperius, why they enjoy their job, and what they are hoping to bring to our customers.