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Being jacked on social media is a great way to get attention, followers, and likes but it’s not how you build a business. If you want to use Instagram, TikTok, or Facebook to better your career as a personal trainer, you have to fundamentally change the way you use these platforms; and it starts with realizing your social media isn’t about you. So, go ahead and post that final carousel of shirtless selfies now… because moving forward things are going to change.

For the general public, social media is a way to express yourself and keep in touch with friends. For a personal trainer, social media is a tool to build trust and provide value.

But before you go turning your online identity into a corporate landing page, you should always remember to be your genuine self! So then how do you strike that balance? In today’s blog, we’ll help you find the sweet spot.

Document Your Process with Clients

Share behind-the-scenes looks at your training sessions. For example, if you're helping a client with knee pain, post about the exercises or stretches you're using to address the issue. This not only provides valuable insight for your clients but also attracts people facing similar challenges. It’s a great way to build credibility and demonstrate your expertise in real-world scenarios.

Answer Common Questions Publicly

Instead of answering the same questions over and over, create posts that address common client queries. Whether it's tips for preventing injuries or the best post-workout meals, sharing this knowledge publicly saves you time while also positioning you as a go-to expert. Plus, clients will appreciate the extra value they get from seeing their questions addressed online.

Provide Valuable Content

Share helpful, educational content that’s relevant to your clients' fitness goals. This could be anything from workout tips, how-to guides for specific exercises, to quick nutrition hacks. Don't stress over how many followers you have — focus on creating content that adds value to those who are following you. Even a small, engaged audience can be more beneficial than a huge but disinterested one.

Communicate Effectively

Tailor your content to your audience. If you’re explaining complex exercises or nutrition advice, use simple, relatable language. Avoid jargon or overly technical terms that might confuse people who aren’t fitness professionals. By making your messages clear and easy to digest, you’ll attract more clients and establish yourself as someone who truly understands how to communicate fitness concepts.

Utilize Social Media for Client Support

Your social media can serve as an extension of the support you offer in person. Share posts, stories, or videos that reinforce the lessons from your training sessions, offer reminders, or provide motivation. Clients can refer to your social media for extra tips and encouragement throughout the week, helping them stay on track with their goals.

Be Consistent

Consistency is key when it comes to social media. Try to post regularly — whether it’s once a day, a few times a week, or whatever fits your schedule. By staying consistent, you’ll keep your audience engaged and remind them that you’re an active, committed trainer. Regular posts also help improve your visibility in your followers' feeds, making it more likely they’ll reach out when they need support.

Show Your Personality

Clients are more likely to connect with you if they feel like they know you. Don’t be afraid to show some personality on your feed. Share personal stories, behind-the-scenes glimpses of your day-to-day life, or fun moments that make you relatable. It helps potential clients see that you’re not just a trainer — you’re someone they can connect with on a personal level.

Engage with Your Audience

Social media isn’t just about posting — it’s about engaging. Respond to comments, answer DMs, and interact with your followers. Ask questions or create polls to get your audience involved in your content. This builds stronger relationships with your current clients and increases the chances that your posts will be shared or recommended to new people.

Collaborate with Other Fitness Professionals

Collaborations can help grow your reach and offer something fresh to your followers. Partner with other fitness professionals or influencers for joint workouts, challenges, or interviews. Cross-promotion can introduce you to a new audience and establish credibility by association.

In the end, social media is not the one thing that will make you successful. But it’s a piece of the puzzle that can’t be ignored.