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.

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!

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.

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.

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!

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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