The Trainer’s Guide to Picking a Social Media Platform

You’ve probably been thinking about launching some social media for your health and fitness business. Every time you’ve taken a step towards it, you see thousands of other coaches pumping out loads of content, making you wonder, “can I even do that?”

If you’re asking that question right now the answer is yes—and it’s much easier than you think.

With the proper platform and right combination of content, you can turn your side hustle into a full-time gig with the help of social media. We know because we did it not long ago. With some trial and error, we found a social media recipe that worked perfectly for us and allowed us to grow our audience. 

Instead of jumping into every single social media platform, we’re going to help you find the right one. Here’s how you pick the right social media for your coaching business. 


5 social media platforms coaches and trainers should use: 


This is the big player in the social media game. Flaunting 1 billion active daily users and an ad program that generates $17 billion every quarter, it’s clear who the top dog is. 

Facebook not only allows health businesses and fitness brands to grow an audience outside of their location but also enables them to target new clientele through their robust Ads Manager. Similarly, coaches like you are able to create private groups where specific audiences can consume exclusive content and have a more personalized experience with your program. 



This is hands down the most popular platform for health and fitness influencers. Just type #fitness into the Instagram search bar and you’ll see what we’re talking about. 

With a singular focus on visual content, Instagram is a platform fit perfectly for health and wellness coaches. Whether it be photos or videos, each coach can craft content specific to their style and share it with their followers. Combine these with targeted ads, and you can grow a faithful following that will convert audience members into paying clients.



It’s the platform for the “professional coach”. Yes, we are all pros in our own way, but we’re talking about that “business professional”. You know, the 9-5 person who’s using LinkedIn as a corporate Facebook. 

With over 65 million users, it’s a pool filled with opportunity if you’re in the market for those style clients. Just be sure to keep it professional, this is no place for the recipe to your morning concoction that improves gut health.



As one of the most popular search engines on the internet, YouTube is a major contender in the health and fitness space. Just check your recent YouTube history—I’m sure you’ll find a few fitness videos nestled in there.

The platform requires more work upfront—like shooting and editing video—but when done well, it can prove to be one of the most effective platforms out there. From cooking tutorials to workout videos, it’s where some of the best health and fitness coaches dedicate their time and effort.   



If you’re a nutrition coach, Pinterest will become your new best friend. Though the platform brings less bulk to the table, it’s perfect for those trying to showcase their newest gluten free recipe or evening yoga stretches.

Pinterest offers less expensive ad options and lower-priced traffic boosting tools, while also allowing users to upload links to their own websites. If you can produce solid photo content consistently, Pinterest can be a profitable option.



This social media money-making machine took the world by storm in 2019 and in 2020, became the most widely downloaded app in the world. Though it is mostly filled with teen angst and bizarre antics, it also can be a place for short workout tutorials and quick recipes. Those looking to target a younger clientele should consider TikTok a viable option now and into the future.

Now let’s talk about finding the perfect fit for your coaching style…


Purpose comes before the platform. 

Would you start driving without knowing your destination? Of course not, and you shouldn’t do that with social media either.

Before you can start catapulting content, you need to determine goals for your social media. Will it be used to build brand awareness, increase reach, or maybe convert audience members to clients?

An easy way to determine the intention of your social media is to ask, “am I trying to bring awareness, encourage consideration, or convert a new client?

Once you answer that question you can start to develop a goal for your social media. This goal won’t be the final destination. Social media is a moving target that constantly changes with trends. That being said, it’s important to set goals that are specific, measurable, attainable, relevant, and timely.

For example, you could focus your effort on growing your Instagram following to over 1,000 in 3 months. By doing so, you set a concrete goal and connect it to a timeline that keeps you accountable to track progress and deliver results. 


Don’t give a speech to an empty auditorium.

You could write the best coaching blog post in the world or share the most badass Instagram photo on the feed, but if your audience isn’t there, you might as well have spent that time doing extra reps at the gym.

We talk about it a lot, but so many coaches and brands miss the mark—it’s about your audience.  Each piece of content should be centered on your target market and bringing value to their lives.  It’s easy, especially on social media, to think it’s about us when it should be about the people you serve.

Understand that your business can only run if you’re meeting the needs of a specific market. Instead of following what other influencers and brands are doing, look at where your target audience dedicates most of their social media time. Are they spending time on Facebook talking about their health journey, or are they scrolling through the Instagram feed looking at vegan dinner recipes?

Pay attention to how they interact with others on the platform. Though it might feel like a creepy stalker, you will learn significantly more about who you’re trying to target with your coaching skills. 


Play to your strengths. 

Social media is two-sided. It’s crafted for your audience but it’s created by you. Now that you know how each platform is used, where your audience is, and what your business goals are, it’s time to give yourself some attention.

What kind of content do you want to produce? Is it going to be visual, written, or audio? What are your biggest strengths and where you can make the most impact? It’s pivotal to feel motivated about the creative process if you want to share content that engages with audiences.

Think about trying to squat everyday knowing that’s your least favorite movement. Sounds terrible, right?

What’s important is to find the platform that fits well with your skills and the content you’re trying to make. If you’re big on shooting workout videos, consider Instagram and YouTube your top choices. Maybe you like writing about meditation practices for office workers—LinkedIn is a great spot to start pushing your content hard.

Just remember to choose a content style you can produce regularly without feeling burdened.  


Create a schedule you can stick to. 

Based on the answers to the questions above, you should be able to identify a platform that will suit your hustle nicely. Now it’s time to show up.

Fitness coaches know, there are no quick fixes for long-term health. The same goes for your social media marketing. This is not a one and done method, but a long-tailed investment.

That means you need to stick to a schedule. Every powerful social media marketing strategy sticks to a schedule and is timely in its posts. Being timely means staying up to date with the latest information, trends, and events relevant to the health and fitness industry.

Similarly, the time of day you post can also have an effect on reach. Take Instagram for example—it recently changed its algorithm to prioritize posts made by user’s friends and family over business posts.

Timing is still a factor in this algorithm, but finding the right time to post can be challenging. The ideal time varies depending on your audience and platform. But most surveys and studies suggest posting outside traditional work hours. (9 am, 1 pm, and 5 pm)

To determine the best timing for your particular audience, try scheduling posts at different times for a month. Take note of your engagement over this test period and look for trends around timing and content. This will help inform how you post moving forward with future campaigns.

Note: You could do all this manually, but why waste precious coaching hours? There are great social media tools that will schedule your posts and ensure that they go on time.


Don’t climb this mountain solo.

Creating killer social media content can feel like an uphill battle, but when done tactically, is actually rather simple. The most important thing you can do now is make a move. Don’t overthink, don’t hesitate, move today.

If you’re feeling stuck, we’re here to help. We’ve been there before and know that sometimes you need some motivation and support. Join us and our community of coaches every week in our SPRNG Training, where we cover industry trends, marketing tips, and coaching inspiration. We’ll see you there.

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