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ePublication of Australian Fitness Network

Forget your preconceptions about Snapchat, because the young kid on the social media block is growing up – and your business could benefit.

Snapchat was the fastest growing social media platform of 2015 and it’s still gaining momentum. With over three million active users in Australia, and 60 per cent of people aged between 13 and 34 using the service, it’s no wonder Australian businesses are getting on board the ‘ghost’ train and using Snapchat to connect with their customers.

The video/ picture messaging service differentiates itself from other social channels with one major key (Snapchat users will get that joke!): the content only lasts for 24 hours before disappearing. It’s a fast, authentic and raw messaging service with no room for polished profile pics and slick advertising – just fleeting moments of video and passing images shared between users.

This transient method of delivering content is making it incredibly popular with younger users, so it’s no surprise that Snapchat is now considered one of the best ways to connect to this market. It’s likely that this demographic also makes up much of your membership or client base, so you might want to think about using it to reach your customers.

Before you do though, be aware that it has its limitations for business:

1. There is little to no advertising on Snapchat, and what does exist is incredibly expensive

2. It doesn’t connect with older markets as usage rates drop significantly in the 35 years and above demographic

3. It’s limited in what can be delivered – there are no links and video is restricted to 10-second bursts.

However, its benefits for a fitness business are still huge.

Here are a few examples of how you could use Snapchat for your business:

1. Share short motivational messages with your client base. Even a quick daily video message or reminder to drink water or get moving throughout the day can keep you top of mind with your clients, and keep them motivated between sessions.

2. Create a snap story workout for your club. The maximum length of a video on Snapchat may only be 10 seconds, but you can record multiple videos and create a snap story (videos just stack up and play in sequence one after the other). You could film short exercises to make up a workout, or even set your members or clients a Snapchat Workout of the Day.

3. Be a part of an event. If you’re training for a particular event, like a half-marathon, then Snapchat is a great way to capture and share little moments from the event. This acts as behind-the-scenes access, or a live blog of what’s happening.

4. Save your snaps and promote them via social channels. Content on Snapchat does disappear after 24 hours, but you can save it to your phone and then re-use it across your other social media channels.

5. Quick announcements. If you’re running a special event or offer, or you need to get a quick message out, then Snapchat is a great way to reach your audience.

Snapchat won’t suit every fitness business, but it does present another avenue for some to stay connected with their clients.

Lynsey Fraser has worked internationally as a presenter, Master Trainer and PT specialising in group training and club coaching. She uses her background and experience in the fitness industry and her passion for education to head up fitness training and content marketing for Australia’s largest sports retailer.

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