How fitness24seven Increased Their Daily Facebook Reach by 3486%

Fitness24Seven is a Swedish-based fitness center chain with over a 150+ branches in Sweden, Norway, Finland, Poland, Thailand and Colombia. They currently have 110 fitness centers in Sweden and are expanding continuously.

Like most other chains they have a Facebook presence. When PinMeTo started to work with Fitness24Seven in the beginning of 2015 that presence consisted of one national brand page, just like most other chains today. What very few chains seem to have discovered is that there’s an enormous untapped potential for social activity that’s happening in each of the chain’s locations. People checking in, tagging photos, rating and writing reviews.

Social Local Activity - An Untapped Potential

The problem was that none of the 303,210 visits were actually made on Facebook Pages under Fitness24Seven’s control. They were posted on fake user-generated pages completely unaffiliated with Fitness24Seven’s branding and missing basic information such as address, direction and contact details. It was basically 303,210 missed opportunities of brand - consumer interactivity.

For chains, Facebook offers a brilliant product called Locations Pages. It’s essentially a Store Finder to locate a company’s locations and is nested under the national brand page. It connects all the local branches to the national brand page.

What PinMeTo found during the work with Fitness24Seven was nothing short of mind-blowing. As you might be aware, the organic reach (free daily views) of a Facebook brand page is now virtually non-existent. If a company wants their content to reach anyone these days they have to pay.

Local Page Reach Outperforms Brand Page Reach

The data showed that posts from local Facebook pages consistently outperformed the brand page in terms of organic reach and engagement. Local pages tap into the audience that follows individual locations, not just the national brand.

Daily Reach Growth - 3486%

The power is in local - recognizing the quantifiable potential of working at a local level. People are acting locally, going to their local gym, their local grocery store, their local bakery and their local bank branch. That’s why it’s crucial for a chain to act locally online and on social media - where people are searching for places and sharing what they do.

Keep your Facebook Location Pages up to date, track local activity, and remove or merge unwanted user-generated unofficial duplicates. A local social media management platform makes it easy to publish content across all your location pages and track performance from a single dashboard. Get started with Facebook Location Pages now!