Joe Wicks has become the UK's favorite fitness instructor by providing free workouts on YouTube to families stuck at home during lockdown. Find out his secrets to success.
British exercise coach and rising YouTube superstar Joe Wicks has somehow made homeschooling interesting and simultaneously saved many parents from insanity during the current pandemic.
In the process, he’s added more than 1.5 million followers to his YouTube channel since March 2020. At time of writing he now has 2.4M subscribers, and just under 170M YouTube views.
As a nutrition and fitness coach known as the Body Coach, Wicks saw an opportunity to reach a new audience amid the coronavirus pandemic.
He's built on his existing business by launching his hugely successful online physical education classes, “P.E. With Joe”. These live-streamed classes are aimed at kids of varying ages while they’re social distancing at home.
His first 'PE with Joe: 9am Workout' was uploaded to YouTube on the 23rd of March 2020, and has generated a staggering 6.7M views to date.
So whether you’re just starting out on YouTube, or you’re a seasoned creator looking to increase your number of followers, here are four takeaways you can learn from Joe Wicks.
#1 Be Flexible with Your Video Content
No, you don’t need to be able to do 50 squats, followed by 30 seconds of high knees, and then 20 star jumps.
But you do need to be flexible to change. Wicks saw a window of opportunity in society’s current lockdown and adapted accordingly to increase the content he offers. This has seen him increase his followers across all platforms.
#2 Diversify Your Audience
By being flexible, Wicks has been able to diversify his target audience to now include children.
Now, he’s not selling his products to children. His “P.E. With Joe” classes are free. But his sessions have become so popular that many parents confess to getting involved in them. It’s the parents who are potential customers for Wicks’ other products, which are based on healthy eating and fitness.
So don’t be afraid to expand your content a little to attract new audiences and potentially increase your revenue.
#3 Dive into Live Streaming
Never underestimate the power of a live stream.
This content marketing method takes much less time and money to put together, with no editing required (Wicks’ toddler daughter has even been spotted invading his classes on occasion).
It makes your audience feel like they get to know you a bit better. They get to see the unedited version of you, and that can help build the level of trust the audience feels for your brand.
Also, by directing your content to a targeted audience who are already interested in what you have to say, you have a better chance of conversions.
#4 Make Your Videos Personal
In addition to inviting people virtually into his home in real time, Wicks makes his sessions personal.
Given the popularity of his classes with young viewers, he’s been doing shout-outs and reading messages from fans during his lessons to create engagement.
By adding this personal element, Wicks creates a bond with his audience while simultaneously encouraging them to keep consuming his content and engaging with him.
So if you’re a creator looking for ways to increase your followers and take advantage of the fact a large part of the world’s population is stuck inside for the foreseeable future, try to incorporate these four aspects when creating your content.
Now, if you don’t mind, I have 20 push-ups and 10 squat lunges to do.
Rhian MacGillivray is a content writer, translator, and blogger. With a degree in French and Spanish and six years of translation and writing experience under her belt, she is passionate about helping companies to communicate their message through content and translations.