Men's Fitness - Short Form Video

Men’s Fitness - Social Media Short Form Video Content.

What the client wanted

Men’s Fitness after reviewing the digital strategy wanted to reach new audiences through content. The Publishers had not produced any short-form video content for a title which has a large audience which is under 30. They knew they were not producing the right content to target the existing and new audiences leaving many influencers to fill the gap left by the title.

Our strategy

To capture a younger audience on existing channels we created short-form video content with well-known fitness contributors from the magazine, we would then look to launch a Tik Tok channel once we had sufficient content. Through having the correct video content the title's Instagram account was being found more frequently and followers grew. We knew that the majority of Fitness users on the platform were watching multiple reels and creating their own, we wanted to have a professional feel and look to the reels, which matched the brand. Seeing the fitness instructors in a gym environment rather than the white cover shoots the publication produces gave “let’s get down to work” feel which is firstly more realistic and secondly, the environment the user was most likely to watch the reel (you watch workouts while in the gym so you can do the workout).

The outcome

The Reels have been a huge success on Instagram, tapping into a new form of content that has allowed the contributors to get excited about and share more of the content.  The brand had no short-form video content and we have helped develop a process that works for the editorial team and has given the brand a new style of content alongside the magazine and digital features.

The reach of the Instagram account has grown, new followers are up and the title is becoming more engaged on Instagram with more comments and tags against the content.