Vitality Zone
A newly opened gym, an Instagram account starting from nothing, and an owner with no time to feed it.
The situation
Vitality Zone is a gym in Croatia that opened recently. Nikolina, who owns it, had the same problem every small business owner has with social media.
Not a shortage of things to say, a shortage of hours to turn them into posts.
- 107
- posts
- 8
- months
What got built
A plan of 107 posts mapped across 8 months, with the captions written, so the empty screen problem was solved before it started. Themes sequenced so the account is not five gym selfies in a row, and dates attached so nothing has to be decided on the morning.
Nikolina and her team shoot the video. They always did, and they are better at it than any system would be, because it is their gym and their members.
Why the plan was the whole job
The instinct with social media is to automate the posting. That is the part that looks like work and it is almost never the bottleneck.
The bottleneck is deciding what to say.
A gym owner opening Instagram with no plan will spend twenty minutes thinking and then post nothing, four days in a row.
A gym owner opening a document that says what today's post is about, with the caption already drafted, will spend four minutes and post it.
Nothing was automated here, and nothing needed to be. Worth saying plainly, because half of what I do is telling people the expensive version is not the one they need.
The pattern
Find the actual bottleneck before building anything. It is usually earlier in the process than people expect, and usually cheaper to fix.
Tell me where your week goes.
Thirty minutes. If I cannot help, I will say so on the call.