Mastering Social Media

Social media can be overwhelming. It seems everyone’s posting slick content on multiple apps and growing followings, making it feel impossible to keep up. But don’t worry – we’ve got practical tips to boost your reach, attract new faces to your classes, and build a thriving community, both offline and online.

1. Define your purpose

Start by identifying why you’re on social media. Are you inspiring others? Sharing workouts? Motivating people? Let this guide your content. Stick to 2-3 content pillars to keep you focused and avoid overwhelming your audience.

2. Be open

You want to be seen by as many people as possible, so keep your privacy settings open. When your content is public, it’s easier for people to discover you through hashtags. If you’re not comfortable with this for your personal pages, consider creating a new professional account.

Instructor: Pablo Caramés Méndez, Leeds, UK
Les Mills Programs: BODYJAM™, LES MILLS DANCE™, BODYBALANCE™, LES MILLS SHAPES™, LES MILLS FUNCTIONAL STRENGTH™, BODYCOMBAT­™
Day Job: Medical Research Fellow
Instagram: pablocardez90

Why?

My aim is to empower people to choose a healthy lifestyle for themselves – and social media is a great platform to do that. A fitness class is more than just sweat and exercise – it’s also a fantastic way to meet like-minded people, have a great time, and enjoy life. I’m not aiming to be a typical “influencer,” but rather to share raw, real-life experiences.

Tips?

Give it a go – it might feel awkward at first, but like anything new, it gets easier. Social media is also a great way to connect with people, keep your participants updated, and share the benefits of coming to classes.

3. Be social, not a broadcaster

Engage with your audience – reply to comments, answer questions, and spark conversations. Like your classes, it’s all about building connection. Show people you’re listening and value their input. Platforms like TikTok, Instagram, and WeChat offer interactive tools – polls, quizzes, and Q&As – to boost engagement. For example, you can ask your followers to vote on a mix track or use a countdown to build excitement for a launch.

Get exploring and start those conversations!

Instructor: Jake Pesquira, New Jersey, USA
Les Mills Programs: BODYJAM, BODYBALANCE, BODYCOMBAT, BODYPUMP, LES MILLS DANCE and LES MILLS PILATES™
Day Job: Clinical Laboratory Scientist
Instagram: jakepesquira

Why?

Our role is to bring the personality. The longevity of our classes is shaped by the community we cultivate.

Social media lets me reach people beyond the studio. I use it to tell real stories and inspire people who might not feel “fit enough” or “seen enough” to show up. When people see me – vitiligo, flaws, quirks and all – still going hard and enjoying the journey, I hope they think, “Maybe I can too.”

That’s why I do it. Not to open wallets, but to open doors.

Tips

I’ve learned to pause and ask: “Is this coming from pressure or passion?” If it’s pressure, I remind myself: “When in DOUBT, focus OUT.” It’s not about me – it’s about the person on the other side. That mindset shift protects the joy. The raw, unpolished posts usually connect the most.

4. Embrace simple creativity

Don’t be intimidated by slick content – simple videos often work best. However, it is always advisable to add captions. A study by Verizon Media and Publicis Media found 69% of consumers watch videos silently in public, and 25% do so even in private.

On Instagram, use the ‘Stickers’ feature for auto-transcribed captions. On TikTok, tap Captions on the editing screen to generate them automatically. For extra creativity, explore music libraries, GIFs, and effects. You can experiment with all the features without publishing, or use apps like CapCut, Kinemaster, or InShot for advanced editing.

Did you know?

To celebrate each quarterly release cycle, Les Mills supplies you with program-specific image and video assets in a range of social-media-friendly formats. These can be downloaded from INSIDER every quarter.

5. Post inspiring, relevant content

There’s always something happening in class! For many, what goes on behind the studio doors is still a mystery, so your videos can be a window into the fun. We work in a highly people-centric industry, so if your club and participants are comfortable, include them too – crowd shots after a sweaty class are always relatable!

Think about what you can post that is seasonal or event-based, such as International DanceDay, Chinese New Year, Ramadan, or World Mental Health Day.

If you’re doing a challenge, like the Flamingo Test, invite others to join in with video responses – it’s all about engagement.

Instructor: Danielle Kirk-Bagley, Philadelphia, USA
Les Mills Programs: BODYBALANCE, BODYCOMBAT, BODYPUMP, BODYSTEP™, LES MILLS SHAPES, and LES MILLS FUNCTIONAL STRENGTH
Day Job: Medical Billing
Instagram: dani.kirk.bagley

Why?

I promote my Les Mills classes on social media for three reasons: to spread awareness of the brand, to share what I love doing, and to have a digital journal of my growth. Being a Les Mills Instructor is never really about financial gain – it’s about creating impact in people’s lives, whether it’s one person or 30+.

Tips?

Many people worry about having a “perfectly curated page” to stay within the algorithm for visibility. But it’s more important to build community than to chase perfection. Stay true to yourself and the content you want to share. The community will follow.

6. Choose Your Tags

Tagging is a great way to alert others to your content. After inviting friends and colleagues to follow you, use tags to grow your audience. Tag the club you’re teaching at – or would like to teach at – and don’t forget to tag Les Mills too.

If your club offers free passes, highlight that in your bio, so new people can easily try your classes for real!

Instructor: Sari Ando
Les Mills Programs: BODYCOMBAT, BODYATTACK™, & LES MILLS GRIT™.
Day Job: Freelance fitness instructor and personal trainer.
Instagram: sari_lesmills

Why?

I take pride and responsibility in my classes, and I post to help create a better atmosphere and bring more smiles to the people who join. By sharing the energy and atmosphere of my lessons, I hope to spark a feeling of people wanting to try out classes. This is what motivates me, and I believe this mindset will also support participants and clubs.

Tips?

Videos taken during classes and candid shots are popular. Posts that are not too contrived and have a natural feel tend to get a good response. Posts associated with my personal hobbies, which are traveling and beauty, are also popular.

Start with the mindset that being able to reach just one person is already a great success. Instead of trying to make every post perfect, I believe what really matters is sharing your feelings honestly and authentically.

7. Get real

Don’t just repeat what everyone else says – share your unique perspective. Followers connect with those who show flaws and vulnerabilities because it feels real and relatable. Share the sweaty, raw moments – people want authenticity, not filtered perfection.

Ask the experts

We hit up the Les Mills social media team to get their top tips on slaying social!

Why would you encourage Les Mills Instructors to be active on social media?

Zoe: Let’s be honest here, we’ve all done a little Instructor stalking. You hit a class and think, “This person is epic!” and the next thing you know, you’re deep in their IG. Social media is just another way to connect – it extends that post-class buzz and gives people a glimpse into who you are beyond the mic. Whether it’s Marlon’s hilarious skits, Erin’s athletic power, Caley’s fit-mum realness, or Meno’s Gen Z vibes and smooth moves… social gives Instructors a space to express themselves, grow their following, and build real community inside and outside the studio. Plus, it’s a powerful way to promote your classes and show the energy people can expect when they show up.

When are the most ideal times of day to post?

Zoe: Sure, you can dig into your insights to see when your audience is most active. But honestly, it’s what you post that matters way more than when. If the content is good, engaging, and resonates with people, it’ll get seen. The algorithm loves quality, consistency, and real connection more than just perfect timing.

What type of content works best for what purpose?

CJ: Reels usually generate the highest engagement on the platform, especially when paired with a trending sound, which can also help boost your reach. Don’t stress about fancy editing; what matters most is having a strong hook in the first 3–5 seconds. Whether it’s a voiceover, a piece to camera, or a visual, that initial moment is key to grabbing attention. Reels are a great way to showcase your personality, and when combined with the right keywords and trending audio, the platform is more likely to push your content to a wider audience.

In addition to Reels, carousels are also effective for driving engagement, particularly among your existing followers. And finally, Stories – they’re low-maintenance and lo-fi, which adds a personal, authentic touch for your followers. Since you’re posting them in real time within that 24-hour window, they create a sense of urgency and closeness that helps strengthen your connection with your audience.

There are many interactive tools available. What would you recommend using?

CJ: The Question Box feature is a great tool to see how many viewers are stopping to read or watch your Story – plus it’s a great way to interact with your followers, spark conversations, and address any questions they may have. Link Stickers are incredibly useful as well. For example, if you're wearing adidas, you can link directly to the product, saving your followers the time and effort of searching for it themselves.

Raw and unfiltered? Or as pro as possible?

Max: There’s a time and place for both hi-fi (polished) and lo-fi (raw) content. It really comes down to your personal or brand approach and where the content is being shared. Personally, I prefer lo-fi – and most people do. It feels real. It helps people resonate, relate, and engage more.

Another reason I love lo-fi content is how accessible it is. Anyone with a phone can create it!

Hi-fi content definitely has its place, but let’s be honest – people can often spot an ad and will scroll past. That doesn’t mean you shouldn’t post polished content, but it’s worth thinking about what the content is doing, where it’s going, and how it aligns with your tone.

There’s also a sweet spot between lo-fi and hi-fi content, where the moment is raw and unscripted, but it’s captured in a cinematic way. It still feels authentic, but visually it's polished.

If I had to choose just one, lo-fi is the way.

Are there any copyright or licensing issues to be aware of when sharing Les Mills–related content?

Zoe: Go hard – we want you to share and re-share content we post on Les Mills social channels. So feel free to use those sounds, jump on TikTok trends, and show off your classes!

But just a heads-up: the music used in actual Les Mills workout classes (the tracks in the releases) is not licensed for social media. So please avoid posting full class videos, screen recordings from the Releases app, or anything that gives away an entire release.

Stick to short highlights, class vibes, and moves – not full workouts.

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