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a jiu jitsu instructor

NoCo Jiu Jitsu

NOCO Jiu Jitsu launched a social media campaign focused on high-quality video content to improve engagement, expand reach, build credibility, and drive interest in memberships. The campaign led to increased watch time, engagement, and new followers.

+23K%
Reels Watch Time
+49%
Profile Impressions
+4.8%
Followers
+21%
Profile Views

NOCO Jiu Jitsu, a leading martial arts academy in Northern Colorado, implemented a social media campaign focusing on high-quality video content to showcase its world-class instruction, student success stories, and training atmosphere. This strategy aimed to boost engagement, grow the academy’s online presence, and attract prospective members. This case study highlights the results achieved between July 1, 2024 – August 30, 2024.

Goals

  1. Boost Engagement: Drive higher engagement rates through dynamic video content.
  2. Increase Reach: Maximize the academy’s visibility within the martial arts community and beyond.
  3. Strengthen Credibility: Position NOCO JJ as an authority in Brazilian Jiu Jitsu (BJJ) training by highlighting expert instruction and academy culture.
  4. Generate Membership Interest: Convert social media engagement into class inquiries and new memberships.

Strategy

  1. Content Creation:
    • Produced professional-quality reels featuring instructor-led technique demonstrations, live sparring sessions, and behind-the-scenes content.
    • Highlighted key principles of Brazilian Jiu Jitsu with simple, engaging visual storytelling.
    • Showcased the exceptional level of instruction provided in NOCO Jiu Jitsu classes, designed to help students develop and refine their skills effectively
  2. Reel Optimization:
    • Created short, digestible reels averaging 15-30 seconds to align with Instagram’s algorithm.
    • Utilized relevant hashtags (#BJJCommunity, #NOCOJiuJitsu, #MartialArtsLife) to boost discoverability.
  3. Consistent Posting Schedule:
    • Published 23 reels during the campaign period to maintain audience engagement.

Results

  1. Content Performance:
    • Reels: 23 reels generated a 2.7 million seconds (45,000 minutes) watch time, marking a 23K% increase from the previous period.
    • Average watch time per reel improved by 143%, showing strong viewer retention.
    • The best-performing reel achieved 88,000 reach, 4,100 engagements, and 83 saves, underscoring its impact.
  2. Engagement Metrics:
    • Total engagement increased by 1,700%, with reels driving 4,400 interactions (likes, comments, and saves).
    • Profile engagement reached 232 interactions, with a 49% increase in impressions.
  3. Audience Growth:
    • Gained 488 followers during the campaign, reflecting a 4.3% growth.
    • Achieved a significant boost in profile views (21% increase) and reach (98,000 accounts, a 2,500% increase).
  4. Qualitative Feedback:
    • Positive comments from followers highlighted the clarity of instructional content and the authenticity of student stories.

Key Takeaways

  1. Video Drives Engagement: High-quality reels proved to be the most impactful content type, driving 98% of the total engagement during the campaign.
  2. Strong Viewer Retention: The significant increase in watch time demonstrates the value of engaging storytelling and expert-led tutorials.
  3. Audience Connection: Authenticity in content built reinforced NOCO JJ’s reputation as a welcoming and elite training environment.
  4. Actionable Insights: Data-driven content strategies, including tracking engagement patterns and adjusting posting times, directly contributed to campaign success.

This campaign highlighted the power of video storytelling in connecting with both current and prospective members, solidifying NOCO Jiu Jitsu’s presence as a leader in martial arts training.

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