We had World Gym as our client. They’re the original gym for bodybuilders like Frank Zane and Arnold Schwarzenegger, and they were running professionally shot corporate ads.
Their ads weren’t working on TikTok. So I did a search on TikTok for World Gym and saw a bunch of regular people working out at World Gym.
They were doing leg raises, stretching, talking about their diet, and even doing exercises the wrong way to make fun of others. These were regular people of all different shapes and sizes—not Mr. Olympia, perfect bodybuilding magazine types—just actual normal people who go to this gym.
We took their posts and started boosting them. It brought in new members, just like those people in the videos. Is that a surprise? No, because people will buy from people they trust. This has nothing to do with the internet. So why wouldn’t you leverage that? It’s just another way of saying social amplification.
The Social Amplification Engine
Our whole six-phase process is called the Social Amplification Engine.
- Social because you have existing customers and you leverage what they’re saying which is important for trust in the brand.
- Amplification is getting more out of what’s working. If something’s working on YouTube, repurpose it to the blog, GMB, Twitter and Facebook.
- Engine because you have a process to do this through VA’s, software such as ChatGPT and Descript.
You’re amplifying the social proof and the goodness of what your customer is doing. The better job your clients are doing the easier it is to amplify. So if you’re an agency your biggest issue is choosing the right clients. When you choose clients that are already doing well, amplification is easy.
