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What Social Media Platforms Should You Be Focusing On?

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Social media has played a key role in the transformation of marketing over the past decade. From facilitating instant customer interactions, to helping find a target audience, social media assists you in connecting with existing and potential customers.

While sometimes it may feel like there are more important things to do in your dive shop than post on social media, it is important to remember that social media is an extremely effective (and free!) tool you can use to connect with potential divers. This blog will outline each social media platform, and alongside some content ideas, will help you decide which social media platform you should focus on.


With 2.7 billion active monthly users, Facebook is one of the most important tools you can have in your arsenal as a business owner in 2021. Facebook is a platform for customers to do everything from discover you, to purchase a course, through to leaving you a post-purchase review.

Being such a comprehensive platform, the options for posting on Facebook are endless. It is recommended that you post on Facebook 3-5 times a week and post a mix of video, photo and text content.

Content ideas for dive businesses’ on Facebook:

  • Use Facebook Live to showcase the dive conditions of the day
  • Create a video series introducing staff members or touring local dive sites
  • Encourage users to leave reviews on your Facebook Page
  • Start a Facebook Group to build a community around a business


Since its launch in 2010, Instagram has all but taken over the online sphere with over 1-billion active monthly users. Instagram’s target demographic lies smack-bang in the middle of that as the primary target market for scuba diving – Gen Z and Millennials, so it is extremely important that Instagram is considered as part of a comprehensive dive shop content strategy.

As the platform continues to grow and places increasing focus on e-commerce, Instagram is fast becoming a one-stop-shop to engage with and sell to customers.

Instagram inspiration for dive shops:

  • Conduct a ‘Learn to Dive’ or ‘Go Pro’ Q&A on IGTV
  • Use Instagram Reels to share some diving ‘hacks’ eg. ‘How to de-Fog a Dive Mask’
  • Showcase your local dive sites on Instagram Stories
  • Get to know your audience by asking questions in your captions


In the social media world, TikTok is the new kid on the block, however, that hasn’t stopped it from making its mark. TikTok is a short-form mobile video sharing social network with 1 billion active monthly users that has transformed the way we use social media.

TikTok is a place for you to get creative with your brand. This is done by posting authentic, educational videos that show your brands personality and unique characteristics. In other words, TikTok is the place to convince users why they should choose you over a competitor.

TikTok video ideas for dive shops:

  • User generated content (UGC) which includes content reposted from influencers, students or even your staff
  • Educational content such as dive conditions, COVID safety practices or dive hand signals
  • Behind the scenes content comprising of staff introductions or training
  • Create challenge videos using trending hashtags


YouTube is an online video sharing platform and is the second largest search engine on the web, coming in second to Google itself. It is important to consider adopting YouTube as part of your social media strategy as it provides a reputable platform to host your video content – which is also the most popular form of content when it comes to social media.

YouTube content ideas for dive businesses:

  • Videos from recent dive trips
  • Local marine life profiles
  • Dive gear reviews or tips
  • Tips to improve dive skills


Known as the go-to social media network for professionals, LinkedIn is the perfect place to build those business to business (B2B) contacts and to connect with other businesses in, or associated with diving industry. Dive businesses will see the biggest benefit by incorporating text-focussed posts that place them as an expert in the scuba diving field and allow them to connect with others in the industry or with potential instructors.

Additional ideas for LinkedIn posts:

  • Reposting blogs from your website
  • Educational content including marine life facts
  • Freediving breath hold technique videos
  • Text updates focused on conservation and business or COVID practises

target audience graphic

Consider Your Target Audience

Are you looking to target future divers? Or do you have a burgeoning student diving program?

The social media platforms mentioned above have varying demographics. So, when crafting your social media strategy it is important to consider who your ideal customer is. If you are looking to target future divers, Instagram and TikTok might be appropriate platforms for you, however, if your business strategy involves teaching students from local high schools, you might want to consider incorporating LinkedIn into your marketing plan.

For additional up-to-date information about these social media platforms, watch the ‘2020 Social Media Trends and Updates’ webinar. If you have any questions about the contents of this blog, please contact PADI Marketing directly.

The post What Social Media Platforms Should You Be Focusing On? appeared first on PADI Pros.

Marketing & Social Media, marketing, marketing tips, Social media marketingPADI Pros

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