Batch Content Creation
Case Study - Bearwood Yoga
Bearwood Yoga aimed to improve its social media presence and promote its yoga and Pilates classes while easing the burden of posting from its staff. Located in Bearwood near Birmingham, the studio now utilises my content creation service every three months. We dedicate one or two days to focused photography and videography to collect visuals for upcoming months. I then use these images and videos to produce content for social media, advertising, and the Bearwood Yoga website.
PLANNING & IDEATION
My work with Bearwood yoga began with an audit of their existing social media and web presence. I then worked with the studio owner to establish how he wanted the studio to communicate with both existing and potential clients. This included finding the right voice for written communication and a distinct visual style enabling the studio to establish its professionalism and stand out in a crowded market. We wanted social media to serve a use to existing members while also attracting new ones. As more than 90% of members also follow the studio on a social media platform it was decided that making them aware of daily offerings, and therefore encouraging them to make the most of their membership, should be a key feature of the content.
Photography + Videography
We decided that the branding and social media of Bearwood Yoga should include high quality photography of Bearwood Yoga teachers in the studio and identifiable locations in the community. The use of high quality imagery offers a differential to many yoga studios which rely on teachers providing (usually phone selfies) to promote classes, and by using local settings in addition to the studio positions Bearwood Yoga as the place to do yoga in Bearwood. To ensure this new visual identity continues to feel fresh we settled on having a Batch Content Creation day every three months where we capture updates to the studio space as well as images of the team of yoga teachers and a series of pre-scripted videos.
CONTENT CREATION & posting
The captured creative assests are then used to create social media, website and marketing materials which will be deployed over the following three months. This can and has included story posts to promote classes daily on Instagram and Facebook, grid posts and reels to target new members, increase social following, and to make that following aware of the studio offer in terms of the range of class styles, teachers, workshops and monthly memberships. Social content is then scheduled for posting meaning that studio staff never need to worry about posting to social media and can get on with delivering great yoga instruction. Pre-planned visuals for use in marketing or on the Bearwood Yoga website are also provided within a fortnight of the batch content creation day.
RESULTS
Over the past year the batch content creation has worked remarkably well for Bearwood Yoga. The studio now has more than double the number of active monthly memberships and drop-in clients, meaning classes are better attended and there is an increased sense of community. Social media following has more than tripled, with the vast majority of followers being local to the studio and having an interest in yoga.
1. The improves and professional Instagram grid. 2. Examples of posts used to promote daily classes. 3. Graphics used to promote classes on a display screen in the studio reception. 4. The Bearwood Yoga website which prominantly features visuals captured during batch content creation days.