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The New Instagram Game: How Coaches & Athletes Should Rethink Their Strategy
- Fletcher Thomas
- Mar 17
- 5 min read
Table of Contents
1. Introduction: Why Instagram Isn’t What It Used to Be
Instagram has evolved dramatically. The old days of gaming the algorithm with hashtags and likes are not as powerful as they were. Now, it’s about content that makes people ..... be social. Engagement is the name of the game, and if you’re not getting shares, comments, and saves—rethink your approach.
Think about this:
Three coaches post the same training tip. Who gets better engagement?
Coach A: Posts “Great technique for agility. Thoughts?”
Coach B: Posts the same video but captions it: “This drill is filthier than post-game socks—who’s adding it to their next session?”
Coach C: Posts the same video but knows their target audience is 35-45 year old: "Is this this drill harder than running after a toddler?"
Who do you think sparks more shares, comments, and saves? The answer may not be the same for everyone and this article explains how your personality is key to driving your engagement with your followers.
If you’re a Cricket Coach, Strength Training expert, or Swimming Technique instructor, adapting to these changes is crucial. Your Instagram content must stimulate more than a like.
In this post, we’ll break down how elite athletes and coaches can build their brand and look towards monetising Instagram.
2. The Algorithm Shift: Why Old Tactics No Longer Work
Instagram’s algorithm prioritizes engagement, not just reach. That means:
Likes & hashtags aren’t enough – The platform values shares, comments, and saves.
Posting alone won’t help – You need to interact with your audience, reply to comments and work them towards direct messaging you, or finding you on montisation platforms like mySport.guru
Buying followers is a vanity metic - It maybe makes you look good, but it won't encourage interactions or montisation.
Key takeaway: Your content must start conversations, and you have to work to keep the interactions alive.
3. AI and Social Media: Friend or Foe?
AI is revolutionising content creation. Platforms like ChatGPT can generate text, while AI tools create images and even videos. But is AI-generated content enough?
✅ Where AI Helps:
Speeding up content production
Generating post ideas & captions
Automating scheduling
❌ Where AI Falls Short:
Authenticity – AI can’t replicate your unique personality or expertise.
Trust – Audiences connect with real people, not faceless AI content.
Originality – AI-generated images and videos still lack the human touch.
Key takeaway: People feel rewarded with content that is genuine including the people behind it. People will get better at spotting the AI fake, they'll research if things are for real and opt for authenticity. AI-polished content is great for professionalism and looking smarter than you are, but not for making people feel connected in the long term. Coaches and athletes rethink Instagram - how best to maximise the benefits of AI but also how to differentiate from it.
4. Fake It vs. Make It: Why Authenticity Wins
Buying followers, engagement, and AI-generated content has made “faking it” easier than ever. But in a world full of fakes, those who have already made it—like elite athletes, TV personalities, or Olympic coaches—can stand out by being real.
How to Stand Out:
Show behind-the-scenes moments – Training failures, funny moments, and challenges.
Be unfiltered in your Stories – Your feed is polished, but your Stories should be personal.
Use personality-driven captions – Instead of “What do you think of this drill?” try “What makes this technique pop like a neon sign at midnight?”
Key takeaway: The algorithm rewards engagement, but your followers will only engage with you if they feel like connecting is worthwhile. People value authenticity and fun over perfection - they'll forgive a spelling mistake more easily than forgiving vanilla.
5. Creating Engaging Content: It’s All About Stimulating Reactions
Content that stimulates gets rewarded. Your posts should trigger comments, saves, and shares. If you're a coach or an athlete, rethink your approach. to stimulating reactions.
Anybody on Social Media has some form of niche following. If you're an Olympic Weightlifter like Cam McTaggart then consider targeting content that stimulates the passion from that niche. Whether it's a new rule change or a controversial decision. You don't have to offer your opinion - although you can, but just encourage others to voice theirs.
The perception of pickleball players can be that they are mainly 65+ years old. If you're a more youthful passionate pickleball player or coach like Luke Addison you may be inclined to be controversial on Instagram to standup for yourself, support your sport and the octogenarian community. Being controversial is definitely a way to spark up those keyboard warriors and engagement on social media but you would have to be prepared for what might come back to you. The Instagram algorithms may also consider sentiment, so always try to keep the conversation fun and positive.
6. The Power of Stories & a Killer Bio for Coaches and Athletes
Your bio = your brand promise.
Example Bio for a Cricket Coach: “I help share international test cricket experience and have a bit of fun along the way.”
Your Posts = what your Bio promises. When somebody sees your account, they read your bio and the posts below need to reflect what you promised. The Cricket Coach example would show insights on technique analysis, mental attitude, behind the scenes stories mixed in with some fun clips with other cricketers.
Your Stories = your personality. Use them to share what is not part of your Bio promise. The Cricket Coach example might share unfiltered thoughts, their dog going nuts, a delicious meal or other engaging "off-brand" content.
7. Turning Coaching into Content (and Clients!)
Monetize Instagram via coaching content – Listing on mySport.guru and allow clients to send you videos, for paid tips to improve, and then your responses can become engaging content - which allows the cycle to repeat with more clients and more content.
8. Conclusion: Rethink The Future of Instagram for Coaches & Athletes
✅ Instagram is now about engagement, not vanity metrics.
✅ AI can help, but personality wins.
✅ Stories showcase authenticity, your feed builds expertise.
✅ Your content = your currency. Use it to attract clients.
❌ No more post and prey!
What’s your next Instagram strategy? Drop a comment below!
Want to start monetizing Instagram as a coach? Join mySport.guru today!
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