While roller skating is a perpetual classic, there’s no denying that some moments in skating history are bigger than others… Like the roller skating trend that has taken TikTok by storm for the past year! A young, tech-savvy generation of skaters has taken the sport from their local skating rinks and sidewalks to screens all over the world thanks to social media apps like TikTok and Instagram. This roller skating resurgence has not only sparked renewed interest in skating but has even powered a boom in roller skate sales. But are you taking the best advantage possible of this trend to help you market your skating rink?
Don’t miss out on this silver lining of the pandemic; learn how to harness the roller skating trend with these skating rink marketing tips.
How to Capitalize on the Roller Skating Trend to Market Your Skating Rink
Get on TikTok and Instagram.
You can’t join a party if you’re not where the party is. To get the most out of the skating trend, your skating rink needs a social media presence on TikTok and Instagram. Facebook still has a place in online marketing, but in order to reach a youth demographic, you need to meet them on their turf.
Create fun content.
One of the biggest obstacles most family entertainment centers cite for not marketing via social media is that it’s hard to come up with enough quality content. It’s a real concern, as it can be a full-time job just coming up with ideas! But that’s what is so great about using TikTok for business: The ideas are built-in!
Part of what makes TikTok so popular is that it’s all about putting your own spin on existing trends. You don’t have to be super creative to succeed—you can just add your own twist to the latest dance trend or meme. By creating fun, engaging content, you can also get potential customers interested in your events or drive sales of those trendy skates in your pro shop.
Try teaming up with a micro-influencer.
We’ve all heard of “influencers”—social media celebrities with massive followings who make a living off of product placement, with brands sometimes paying over half a million dollars for a single post from big names like Kylie Jenner or Dwayne Johnson. Of course, for most of us FEC owners, that kind of exposure is out of reach… But it’s also unnecessary. Instead, consider working with micro-influencers or nano-influencers. These smaller influencers don’t have nearly the reach, but the great thing is that you can likely find—and afford—a micro-influencer in your area. Micro-influencers may have anywhere from 1,000 to 10,000 followers, while nano-influencers have less than 1,000. But the followers they do have are usually a very specific group of people. These are just a few ideas to help you find micro-influencers to promote your skating rink:
- Local or regional bloggers, especially “mommy bloggers”
- Local media personalities like news anchors, sports broadcasters, or radio hosts
- Local celebrities like city council members, pastors, or community leaders
- Local musicians, actors, or creatives
How are you harnessing the popularity of roller skating to market your skating rink? Get creative and feel free to share your ideas!