The Latest Social Media Trends for Personal Trainers in 2022


Feb 8, 2022

By Tim Saye

In 2022 social media matters for your online coaching business. If you don't understand your audience, then you will find it hard to create products and messaging that resonates with them.

It's a great idea to look out for the Global Web Index’s social media trends report. They have analyzed social media use, the top-performing platforms, and the latest trending behaviors of over 2.7 billion social media users around the world.

Here we share them with you to allow you to keep on top of the ever-changing social media landscape.

In this post we look at the following pillars which help shape your social media strategy in 2022:

- Key Insights
- Time spend on social media
- Top-performing platforms.
- What is a behavioral trend and is it important for my coaching business?

Save time, and build your fitness business with the #1 rated personal trainer software!
Start Free Trial

Key Social Trends for 2022

TikTok continues to grow

Since 2020, the number of people using TikTok every month has grown by 32%. When it first started it had a much younger audience, but despite its reputation of only being for young people, engagement has grown the most among Gen X and baby boomers. In 2022 we definitely recommend including TikTok in your social media plans. Want to find out more about TikTok, check out the top 10 TikTik Fitness Influencers to inspire personal trainers.

Short-form video is still popular

61% of social media users say they view or create a story on Snapchat, Instagram, or Facebook at least monthly, this shows that bitesize video content is important, this could be a brief introduction of your fitness package or a quick demo. Aim to keep these short, as people tend to lose interest after 15 - 20 seconds. Feel free to increase content time once people are familiar with your brand.

Save time, and build your fitness business with the #1 rated personal trainer software!
Start Free Trial

The top-performing social platforms

Meta, or as we are used to calling them Facebook and Instagram are still, despite growing competition the top-performing social channels. The list changes depending on the age group, and also interestingly it is important to remember that your customers are more likely to be across more than one social channel, for example, baby boomers have on average 4.6 social media accounts. Here are the top 8:

1. Instagram
2. Facebook
3. Twitter
4. TikTok
5. Snapchat
6. Pinterest
7. LinkedIn
8. Reddit

We would say, however, that it's important not to overstretch yourself by trying to be on every channel. Remember your SMART marketing objectives and make sure you're posting where your audience is consuming content. We recommend an online personal trainer software like PT Distinction for all of your client communication and then choose 3 of either Facebook, Instagram, TikTok, or Pinterest.

Use stories for the win

The use of stories is a perfect mix of creating engaging content for your users and also being able to use the platform-tools to generate leads. 61% of social media users view or create a story on either Snapchat, Instagram, or Facebook monthly.

In your online coaching business try using new additions to stories such as the “Add Yours” sticker, and tagging to engage more with your audience.

Using stories across Snapchat, Instagram, or Facebook is a great way to grow your account, build awareness, and ultimately drive leads to your coaching business. The more people watch one of your stories, the more your stories will be offered out to other users with similar interests by the social platform's algorithm. The instantness of stories is also a great tool, each story only lasts for 24 hours, so your followers will know that they need to take action before the story has gone.

What types of content are consumers consuming

When marketing your online personal trainer business it's important to understand each social channel and the content that can be consumed on them. People are more open to sales tactics on Instagram (Instagram Shopping), where brand discovery could be done on sites like Snapchat or Pinterest. In the fitness industry, you could also utilize Q&A sites like Quora to start answering consumer questions and become a voice in the fitness industry.

Here are some other content areas you could consider for your coaching business:

- Social Media
- Video Sites
- Question and Answer sites
- Forums
- Messaging/Live char services
- Vlogs
- Online pinboards

Save time, and build your fitness business with the #1 rated personal trainer software!
Start Free Trial

Something you may want to try - Livestream

This may be a lockdown trend, but live streaming has become popular. So, it should be on the list of things to test in 2022. Especially if you want to engage an attentive and sometimes impulsive audience. The best thing is that platforms like Facebook, Twitter, and Instagram allow you to do this for free. This gives you the perfect opportunity, to share content and demo your fitness packages.

We hope you enjoyed a brief overview of the Global Web Index’s social media trends in 2022. Please do check out their website, if you want to download the report in full (which is now free). We will be using some of the trends to shape our marketing and recommend you look to do the same.