Choosing the right social media platform for your coaching business can be pivotal to your success. Each platform offers unique advantages, caters to different demographics, and requires a tailored approach to content.
Before you decide where to place your focus, understand your audience and your niche. One platform may work wonders for some niches, while content on another platform languishes.
It’s also important to understand yourself. Which platform is more fun for you?
Your motivations might play into your success. Don’t be afraid to experiment.
Here’s how social media networks can serve your coaching business, along with strategies for content creation and audience engagement for various platforms. Ultimately, all social media content should lead your audience to go deeper and get on your mailing list. As such, we’ve outlined strategies to bring people away from the scroll and go deeper with your offer.
YouTube: The Video Educational Hub
The most prominent social media network, YouTube, is for videos. Whether long-form video or shorts, YouTube’s reach is unparalleled. It’s the world’s second-largest search engine, making evergreen content work for you now and into the future.
- Long-Form Content. Perfect for detailed coaching sessions, tutorials, or workshops that can establish you as an authority in your field.
- SEO Advantage. YouTube videos often rank high in Google search results, increasing your visibility.
- Monetization. Potential for additional revenue through ads, memberships, or merchandise.
- Users. Over 2.5 billion monthly active users by 2025.
- Growth. YouTube continues to grow, especially with the increase in video content consumption across all demographics.
Type of Media to Post
- Tutorials. Step-by-step coaching guides or how-to videos related to your coaching area. These can be evergreen, bringing in views far after publication.
- Q&A Live Streams. Live sessions answering common coaching questions can attract new audiences and build community around your brand.
- Client Testimonials. Videos showcasing success stories to build trust and credibility.
Nurturing Viewers to Your Email List
- Video Descriptions. Include links to sign up for your email list, offering exclusive content or free resources.
- Cards and End Screens. Use these features to direct viewers to your website or email sign-up pages.
- Community Posts. Engage with subscribers by posting content snippets and linking to your email list.
Facebook: The Community Builder
Facebook is still a behemoth in the social media world. Its focus is on community, groups, and interaction. Whether you post content to your profile or a brand page, Facebook offers a wide reach worldwide.
- Diverse User Base. Caters to a wide range of demographics, from young adults to older generations.
- Group Features. Ability to create coaching groups where you can foster a tight-knit community around your brand.
- Events. Host live events or webinars directly on the platform, enhancing client interaction.
- Users. Approximately 3 billion monthly active users by 2025.
- Growth. While growth has slowed, the user base remains substantial, focusing on community and family interactions.
Type of Media to Post
- Posts. Share insights, success stories, or quick tips in text or image format.
- Live Videos. Conduct live coaching sessions, Q&As, or workshops.
- Stories. Use for behind-the-scenes content or day-in-the-life of a coach to build a personal connection.
Nurturing Viewers to Your Email List
- Page CTA Button. Set up a custom call-to-action button that leads directly to your email sign-up form.
- Ads. Target specific demographics with ads promoting your email list or a free coaching session in exchange for an email.
- Groups. Use your coaching group to provide value, with periodic calls to action to join your email list for more exclusive content or offers.
Instagram: The Visual Storyteller
Instagram is a visual platform that provides various methods of telling your coaching story. It is known for:
- High Engagement. Instagram’s visual nature makes it ideal for engaging content like stories, reels, and posts that capture the essence of your coaching style.
- Younger Demographics. Predominantly used by Millennials and Gen Z, ideal if your coaching targets these age groups.
- Brand Building. Instagram is excellent for personal branding because of its visually appealing content.
- Users. Instagram has about 2 billion monthly active users.
- Growth. Instagram saw a slight decline in user numbers in 2024 but is expected to maintain its user base or see modest growth in 2025, particularly with the popularity of features like Reels.
Type of Media to Post
- Images and Infographics. Share motivational quotes, success stories, or before-and-after transformations.
- Reels. Quick coaching tips, daily routines, or behind-the-scenes looks at your coaching sessions.
- Stories. Use for polls, Q&A sessions, or to showcase live coaching snippets.
- IGTV. Longer-form videos for in-depth workshops or seminar highlights. Go live and see which audience drops in to see what you’re all about.
Nurturing Viewers to Your Email List
- Bio Link. Use Linktree or similar services to direct followers to your email sign-up page.
- Stories. Frequently advertise your lead magnet (e.g., free ebook, webinar) with swipe-up features or stickers.
- Giveaways. Host giveaways where entry is via email subscription.
LinkedIn: The Professional Connector
LinkedIn is perfect for career or profession-based coaches looking for an audience and hoping to grow their career or professional network.
- B2B Networking. Perfect for business coaching, career coaching, or executive coaching, where professionals seek growth.
- Credibility. Establish yourself as an authority with articles and posts by engaging in industry discussions.
- Targeted Audience. LinkedIn users are there for professional development, making connecting with your ideal client easier.
- Users. LinkedIn has over 1 billion users.
- Growth. LinkedIn has shown consistent growth, with a growth rate of 11% in 2024, suggesting continued expansion in 2025.
Type of Media to Post
- Articles. Write about industry trends, case studies, or detailed coaching methodologies.
- Posts. Share insights, professional achievements, or client testimonials.
- Videos. Live videos for Q&A sessions, LinkedIn Live events, or short clips with professional advice.
Nurturing Viewers to Your Email List
- Profile CTA. Directly include a “Subscribe” CTA in your LinkedIn profile summary.
- Content Teasers. Post snippets of content with a link to your email sign-up for the full article or resource.
- Engagement. Comment and engage in groups, directing interested parties to your email list for more exclusive content.
TikTok: The Engagement Machine
TikTok offers coaches an opportunity to engage with a young and ambitious audience.
- Viral Potential. Content can go viral quickly, offering massive exposure at little cost.
- Young Audience. Ideal for coaches aiming at Gen Z or those interested in quick, engaging content.
- Creative Freedom. Encourages out-of-the-box content creation which can make your coaching stand out.
- Users. Projected to have over 2 billion monthly active users by 2025.
- Growth. TikTok continues to see significant growth, expected to reach 2.35 billion users by 2029, indicating a robust growth trajectory through 2025. Questions about its availability to US users remain unknown.
Type of Media to Post
- Short, Snappy Videos. Quick coaching tips or myths debunked entertainingly.
- Challenges. Create or participate in challenges relevant to your coaching niche.
- Duets. Use this feature to respond to common questions or provide commentary on trending coaching topics.
Nurturing Viewers to Your Email List
- Profile Bio. Use the one link available to direct to a landing page for email capture.
- In-Video Calls to Action. Encourage viewers to check the bio link for more resources or exclusive content.
- Captions. Utilize captions effectively to prompt viewers to join your email list for deeper insights or free trials.
X: The Real-Time Conversation Hub
X, formerly known as Twitter, is growing and changing dramatically with new ownership. It’s grown beyond short snippets and links into a vibrant conversation about various topics through visual, text, and video media.
- Real-Time Interaction. X allows for immediate engagement with your audience through tweets, retweets, and direct messages, making it perfect for live coaching sessions or quick coaching tips.
- Broad Reach. With a diverse user base, X provides access to many potential clients from various sectors and backgrounds.
- Trending Topics. Utilize trending hashtags to increase visibility and engage with current discussions relevant to your coaching niche.
- Users. Approximately 611 million users.
- Growth. X has been facing challenges with user exodus and loss of value, suggesting minimal to negative growth.
Type of Media to Post
- Tweets. Share concise, impactful coaching advice, motivational quotes, or quick success stories.
- Responses. Engage in conversations by responding to others’ posts with impact.
- Threads. Use for longer narratives or step-by-step guides on coaching techniques or personal development.
- X Spaces. Host live audio sessions for real-time coaching, Q&A, or networking with other professionals.
- Visuals. Attach images or gifs to tweets to break up text and make your posts more engaging.
Nurturing Viewers to Your Email List
- Profile Bio. Include a link to your email sign-up page or a landing page where followers can subscribe for more content.
- Pin Tweet. Pin a tweet that leads directly to your email sign-up form with a compelling call-to-action.
- Engagement. Engage with followers through comments, likes, and retweets, subtly directing them to your email list for exclusive content or coaching sessions.
- Twitter Lists. Create lists to organize followers or industry influencers, making engaging with targeted audiences easier and inviting them to your email list.
Threads: Conversations
Started as an alternative to Twitter, Threads is owned by Meta, the parent company of Facebook and Instagram.
- Seamless Instagram Integration. Since Threads is linked with Instagram, you can leverage your existing Instagram audience for increased visibility.
- Community Feel. It encourages more in-depth conversations, making it ideal for building a community around your coaching brand.
- Privacy Focus. Threads offer a more private space for interaction, which can appeal to clients seeking personal guidance.
- Users. Threads has over 300 million active users as of 2025.
- Growth. Threads added 20 million users in January 2025 alone, indicating significant growth, especially as it leverages Instagram’s user base for expansion.
Type of Media to Post
- Text Posts. Share thoughts, insights, or daily coaching tips in a more conversational tone.
- Replies. Engage in meaningful dialogues with followers, providing personalized advice or answering questions in a thread format.
- Images and GIFs. Use imagery to add personality to your posts or to illustrate points in your coaching discussions.
Nurturing Viewers to Your Email List
- Profile Bio. Direct to a landing page for email sign-up, using the one available link wisely.
- Engagement. Actively participate in conversations, subtly guiding interested individuals toward your email list for exclusive coaching content or workshops.
- Pinned Posts. Pin a post that promotes your email list with a clear value proposition.
BlueSky: The Decentralized Discovery
In 2025, BlueSky is a newcomer to the social media scene. It has a vibe of early Twitter, with fewer options and more of a focus on text conversations.
- Decentralization. Offers an alternative to traditional social media structures, appealing to users seeking more control over their social interactions.
- Early Adopter Advantage. As a newer platform, there’s an opportunity to establish your coaching brand early among a potentially engaged user base.
- Flexible Content Sharing. Encourages a mix of short and long-form content, ideal for in-depth coaching insights.
- Users. As of early 2025, BlueSky has around 26.44 million users, with a slowed but still positive growth rate.
- Growth. BlueSky experienced a surge post-US election in 2024, but growth has normalized, showing less than 10% growth in December 2024 compared to previous months. However, it continues to grow, particularly with newer features.
Type of Media to Post
- Text. Share philosophies, long-form advice, or stories from your coaching journey.
- Images. Post visuals that complement your narrative or highlight achievements.
- Links. Share to your blog, resources, or direct to your services, although direct linking capabilities might evolve with the platform’s development.
Nurturing Viewers to Your Email List
- Bio Link. Use the single link in your profile to direct to your email sign-up page.
- Content Teasers. Post engaging snippets with a call to action to join your email list for full articles or coaching materials.
- Community Engagement. Since BlueSky fosters a community vibe, engage actively in talks, directing those interested in deeper dives to your email list.
Experiment with New Content and New Platforms
Each platform has strengths depending on your coaching business’s focus, target demographic, and content style.
- Experiment. Don’t limit yourself to one platform; use each where it best fits your strategy.
- Tailor posts for the network. While cross-posting content across all social networks can broaden your reach, tailor each piece of content for the network and the audience.
- Batch social media production. Set aside one day per month to create social media posts and schedule them to be published over the next few weeks.
- Post consistently. Regular posting on all platforms keeps your audience engaged.
- Interact with your audience. Reply to comments to encourage engagement.
- Analyze. Use platform analytics to see what works and refine your approach.
By tailoring your approach to each platform’s unique features and audience, you can grow your coaching business effectively, converting followers into subscribers and, ultimately, clients.
