Využití sociálních sítí jako marketingový nástroj pro fitness trenéry

The fitness industry is currently highly saturated, and fitness trainers are finding it increasingly difficult to stand out from the competition. This study examines how they can leverage social media, specifically Instagram and the Meta Ads advertising platform, as their primary marketing tool. The aim of the research is to identify which elements of advertising communication have the greatest impact on campaign performance. Specifically, these include visual format, the presence of personal branding, and ad delivery strategy (manual targeting versus Meta Advantage+). The research method is A/B testing within the Meta Ads Manager environment, where ad variants differing in only one tested element are compared under otherwise identical conditions. We track user engagement, click-through rate, and the conversion rate of followers into potential clients. The results then serve as the basis for practical recommendations for fitness trainers who want to invest in paid advertising as effectively as possible. The key finding is that the inclusion of the coach’s face in the ad creative resulted in an RO-AS of 8.94, while the version without the face generated no sales despite having a comparable budget.