Being One with @OnePeloton — a guide to running our Instagram
Hey There! Welcome to the Peloton Team! We are so excited for you to get started in spreading the word about our amazing, inclusive company.
Here’s a quick guide to how we run our Instagram, @onepeloton.
Content: You will notice that our Instagram has a wide range of content. We are not solely a company selling a bike, but a company selling an experience. We focus heavily on our clients and customers, to make Peloton a company for everyone. You will also see that we sprinkle in content that focuses on our coaches — they are the blood of our company, apparel, classes, music, events, and IGTV Live.
- Customers: We love our wide range of clients, and want to highlight their journeys with Peloton. Spotlight achievements such as their 100th ride, or post a user’s class schedule. We want to show our followers that anyone and everyone is part of Team Peloton. We like to focus on our diverse clientele. We hold many events that showcase our customers and their cultures. While most of our posts will be high quality photos with faces, it is perfectly acceptable to post a text image with information about upcoming events. Make sure to ask a client for their original photo to ensure quality, always ask for permission to post client content, and don’t forget to give credit.
- Coaches: We want our customers get to know our coaches and think of them as friends. We like to post IGTV lives of the coaches talking to each other or celebrities so that our clients can see them outside of the workout room. Highlight their personal accomplishments or life events, such as engagements and pregnancies. Showcase their heritage, family life, new classes, and hobbies.
- Apparel: We like to highlight our gorgeous clothing at the change of the season. Our art department will send you content options to choose from featuring fitness models, or you can get a double-whammy featuring our apparel on a coach!
4. Classes: Our classes range from bikes, to barr, to yoga, to running. Remind our followers that we are not only a cycling company, but we are there for all their fitness needs. We can showcase this through coach spotlights, client spotlights or just a text driven image about an upcoming class.
5. Music: Everyone knows that workouts are driven by the music. Peloton highlights artists and will do a variety of themed classes to an artist’s playlist. This is a great way to get information out about upcoming classes and highlight our coaches. Check out the image template.
Ideal Character Count: As mentioned before, our Instagram has a mix of content. We range from class information, to instructor spotlights, from product information, to customer spotlights. Because we are often posting content that does not clearly showcase the Peloton name, our captions are important. For these posts, especially client spotlights, we like to range anywhere between 245–300 characters. This may feel long, but it allows us to give a short description of our photo and point our followers to where they can find more information. On the other hand, when we post content that our followers will automatically recognize, such as an Instagram Live with our instructors, we keep it around 100–150 characters and leave the post itself to explain the rest.
Post Frequency: We like to post 2–3 times a day, every two hours, in the middle of the day, with varying content. For example, one day may include a special ride announcement, followed by a training tip/coach highlight, followed by a client spotlight.
Pixels: The optimal image size is 1080 pixels wide by 566 pixels to 1350 pixels high. Quality is KEY. This can be hard when posting client-driven content. As mentioned above, always ask for the original photo so that there is no filter (which can lower image quality) and we can match the content/coloring to our page.
Hashtags: You may have noticed that we are really pushing our current campaign, #MyPelotonReason. All of our customers have a reason that they ride, and right now we are focused on sharing their stories. This should be the only hashtag used until we move onto our next campaign. We are not a hashtag-heavy company.
Voice: We have a professional yet conversational voice. We want to stay approachable to our customers, with a controlled tone. Stay away from slang terms and emojis. Don’t be afraid to ask questions to get some conversation and engagement going!
Customer Complaints: The most important goals in dealing with customer complaints are responding quickly — within the hour — and taking the conversation offline. As you can see in this example, our team responded to the client within the hour, apologized, and asked the customer to DM the account in order solve the problem. We want to show that we care for our customers. Moreover, do not delete complaints — that looks like we are trying to hide information from our customers, and we want to remain open and approachable.
Highlights: We have many highlight reels, and please feel free to add. (Actually, please feel free to clean this up as well. Some of our highlights are from 2018!) Categories are Member Quotes, All-Star Ride, Peloton Apparel, Turkey Burn, JKE, SWL, Wallpapers, New Tracks, New Tips, HRI 2018. I like to highlight events such as the Turkey Burn, and All-Star Ride, just make sure they don’t stay up too long as to leave room for upcoming content.
Stories: Repost, Repost, Repost. If you haven’t caught on by now, you see that we love to highlight our customers! Repost positive stories from our clients. Stories are also a great place for customer quotes, leaderboard info, and campaign content, such as the “Millions of Reasons. One Community.” worksheet that customers can fill out as part of the #MyPelotonReason campaign.
I hope this makes your first day a little easier. I am here if you have any questions — please feel free to reach out.
Ride Strong,
Emily
References : www.instagram.com/onepeloton