Connection. That is Alice Gantman’s buzzword when it comes to her usage of social media.

“I would say our big goal is connection,” said the owner of Heartfelt Yoga Studio in Columbus, Ohio. “I mostly use social media to stay connected with my students.”

Heartfelt is active on both Instagram and Facebook. Gantman recently made a Twitter and Pinterest account, but hasn’t used them much yet. She created them in hopes to simply reach people in different areas, as well as get inspiration for her studio from Pinterest. 

At Mint Yoga Studio in Fort Thomas, Kentucky, social media is used mostly for marketing. Owner Tiffany Brennan said they want to let people know what is going on at the studio and when it’s happening. Using Twitter, Facebook and Instagram, Brennan said the same content goes up on each to keep the message consistent and members aware of upcoming events.

Brennan also mentioned they use social media to build brand awareness. “We also try to give people a sense for what our studio is all about via imagery and messaging,” she said.

Posting twice a day, Awakened Yoga Studio in Sugar Land, Texas, has multiple goals when it comes to what they post. “Our strategy is always evolving, and we try to be as responsive to what our clients and fans like and what seems to get more interaction,” said Grace Kubecka, the owner of the studio.

A typical week’s worth of posts at Awakened looks like:

  • Reminding students about current events several times a week.
  • Highlighting a yogi or group of yogis.
  • At least one inspirational post.
  • Other posts might be reminders, educational or ones that build community.

To create social media content, Kubecka uses Canva. Staff take photos during events, and that’s what she prefers to use ultimately, but graphics on the photos can be great as well. The studio does have a social media manager as one of its teachers, helping out where needed.

When creating content for social media, Gantman said one key is consistency across all platforms. That includes social media, the physical space for the studio, the newsletter, the website, etc.

In order to be able to meet that, Gantman created a brand kit. It’s a guide that depicts the language the studio uses and how to interact with students. It has resources like the studio logo, color scheme, fonts and imagery used at the studio. Plus, she even has photos of the actual space and class descriptions in case she has to hire graphic design help from someone who has never been to the studio. “It’s been a really useful tool, and I definitely recommend it to everyone if they haven’t done it yet, just to bring everything together and have it all in one place,” she said. 

Another tip on content creation is to plan. Gantman said she is always planning and tries to have a monthly content calendar. As a small business owner, it’s one less thing she has to think about. “Having that plan already set just takes a load off your shoulders knowing that I know exactly what I need to do for social media today, and that’s not something that has to stress me out or I pull together at the last minute,” she said.

Kubecka echoed the idea of planning: Make it a priority and pay attention to what gets interaction. People love to see themselves on social media, so use photos of your students. 

When it comes to engagement on social media, Kubecka said they try to respond to and like comments. It lets your audience know you’re listening and that you care. And posting regularly simply lets people know you are there.

“Regular and timely posts show potential clients your personality,” said Kubecka. “And the presence of activity also lets them know you are open, active and vibrant.”