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Flexing your biceps in an undersized Gymshark t-shirt might get a lot likes, but does it actually earn you clients? To save you the experiment, no.

Okay then — if we’re not posting mirror pics, what should we be posting? Answering that requires you to understand your end goal: which is, create a community.

You want to build a community that feels connected to you, trusts your expertise, and turns to you for advice. Here’s how I’ve approached creating engaging Instagram content that not only attracts clients but also builds lasting relationships with them.

1. Focus on Client-Centric Content

You’re in the business of solving problems. So, why not use Instagram to show exactly how you’re helping your clients tackle the challenges they face? This approach doesn’t just demonstrate your expertise, it also creates a sense of relatability. For example, if one of your clients has been struggling with knee pain, document your approach to helping them manage it. Show the exercises, tips, or lifestyle changes that have worked for them.

This kind of content speaks directly to others who may be experiencing the same issues. They’ll be more likely to engage with you because they see someone who is actively working to solve the problems they’re facing. If you can help one client solve an issue on social media, you’ll likely attract others who need the same help.

2. Share Your Personal Learnings and Growth

As a personal trainer, you’re constantly learning. Whether it’s discovering a new exercise or technique that’s made a difference for your clients, or reading up on the latest health trends, share it! Your followers don’t just want to know what you know; they want to see how you keep evolving as a trainer.

For instance, if you come across a new mobility technique that helps with flexibility, record a short video demonstrating it. Or if you learn something in a fitness class or seminar that could benefit your audience, share a quick tip. This kind of content not only positions you as an expert but shows your audience that you’re continuously improving and expanding your knowledge.

3. Educational Posts Are Key

You don’t need to make every post a huge production. Sometimes, the most valuable content comes in bite-sized pieces. Educational posts are a fantastic way to provide your followers with useful tips that address common fitness problems. For example, you could post a carousel of images showing proper form for common exercises like squats or deadlifts.

These educational moments don’t have to be groundbreaking either. Simple things like how to stay hydrated, the importance of stretching, or ways to improve sleep can generate a lot of engagement. Even if your audience is small, these posts can have a lasting impact. After all, those who do follow you may be potential clients who will eventually come to you for personalized advice.

4. Leverage Free Resources (But Make It Personal)

Not every piece of content needs to come from your own brain. Sharing trusted resources from others, like Mind Pump, can be a great way to offer additional value to your audience. But here’s the catch—don’t just repost random articles or memes. Add your personal touch to it.

For example, if you read a great post about improving mobility, you could share it along with your thoughts on why it resonates with you or how you’ve seen it work with your clients. Giving your followers context and showing them how the resource fits into your philosophy or approach will make the content feel more curated and thoughtful.

5. Don't Chase Virality—Build Relationships Instead

I get it. The idea of a viral post can be incredibly tempting. Who doesn’t want millions of views? But chasing after that can often backfire. Trying to hit viral status can take you away from the real work: building a genuine relationship with your followers.

Instead, focus on steady growth. Engage with your audience, ask questions, and provide value in ways that aren’t centered on going viral. A small, engaged community is worth so much more than fleeting fame. Consistent, authentic content that addresses the specific needs of your followers will always win over short-lived viral success. And over time, this leads to more meaningful relationships that could turn into loyal clients.

6. Use Multimedia to Reinforce Your Message

Different people consume information in different ways, so why limit yourself to one medium? Videos, written posts, infographics, and articles—each has its place. For example, you might create a video demonstrating a workout, then follow it up with a written post or story with more detailed tips on how to improve it.

Mixing up your content will not only keep things fresh but also increase the likelihood of reaching people in a way that resonates with them. Not everyone is going to watch a 10-minute video, but some might prefer a quick tip in a story or a detailed infographic that they can save and refer to later.

7. Authenticity Is Everything

Above all, stay true to yourself. People are drawn to authenticity. They want to feel like they’re following a real person, not just a brand or an influencer. Be open about your struggles, successes, and what’s working for you in your own fitness journey. Share behind-the-scenes moments and let your personality shine through.

When you show up as yourself, it’s easier for people to connect with you. They’ll see you as approachable and trustworthy, which is exactly what you want when you're in the business of helping people reach their fitness goals.

Final Thoughts

Creating content as a personal trainer isn’t about pumping out as much content as possible. It’s about being consistent, adding value, and connecting with people in a way that feels genuine. Focus on solving real problems, share what you learn along the way, and don’t get caught up in trying to go viral. Build relationships with your followers, and the rest will follow. Your Instagram should be a reflection of your dedication to both your own growth and the success of your clients.

By being authentic and offering valuable insights, you’ll not only attract followers but build a community that sees you as the go-to expert for all their fitness needs.