In June 2018, I created my Instagram account, @MyTennisCoaching, as a way to document my coaching journey. At the time, Instagram was flooded with content: coaches dancing to music, wagging their fingers as they shadow-swung, or promising perfect techniques with catchy one-liners. I made a conscious decision to go against the grain.
Instead of focusing on viral trends or follower counts, I aimed to create meaningful content that would educate coaches, challenge traditional coaching methods, and share real-life coaching experiences. Fast forward six years, and my account has grown to over 18,000 followers. While this number might seem modest compared to mega influencers, it’s a reflection of the niche, engaged community I’ve built—one that prioritizes quality over quantity.
This article will share the principles I’ve followed to grow my Instagram and how coaches can use the platform effectively to educate, inspire, and grow their own profile.
Why I Avoided Trends and Gimmicks
When I started, it would have been easy to follow the trends:
- Shadow swinging to music
- Finger-wagging videos about “perfect” technique
- Quick tips to “add power to your forehand”
While these formats gained views, they often lacked depth and substance. Worse, they created unrealistic expectations for players and coaches. The perfectly staged drills and one-size-fits-all advice were not reflective of real coaching.
Instead, I chose to share:
- Raw, authentic coaching sessions: Real players, real mistakes, and real solutions.
- Failures and lessons: I used my platform to document experiments in ecological dynamics, showcasing both successes and setbacks.
- Research-based insights: My posts were grounded in evidence, focusing on skill acquisition and coaching philosophies that challenged traditional methods.
This approach not only differentiated my content but also attracted like-minded followers who were genuinely interested in learning and improving their craft.
The Power of Niche Content
When I embraced ecological dynamics in 2020, Instagram became an outlet to share my research, failures, and evidence-based coaching methods. By narrowing my focus to a specific coaching philosophy, I created a niche within the tennis coaching community.
Here’s why this works:
- It attracts the right audience: Coaches who resonate with my approach are more likely to engage with my content and become loyal followers.
- It fosters meaningful conversations: Instead of chasing viral fame, I prioritized discussions about skill acquisition, learning variability, and player-centered coaching.
- It builds trust and credibility: By consistently sharing valuable, thought-provoking content, I established myself as a trusted voice in the field.
If you’re a coach looking to grow your profile, start by identifying your niche. What makes your coaching approach unique? What do you want to be known for? Focus on creating content that reflects your expertise and values.
Why the “3 Top Tips” Format Fails the Sport
Social media is flooded with content like “3 Top Tips for a Better Forehand” or “How to Add Power to Your Serve.” While these posts might grab attention, they often harm the sport:
- Oversimplification: Tennis is a complex, dynamic game. Reducing it to bite-sized tips misleads players into thinking progress is quick and easy.
- Unrealistic Expectations: Staged videos with perfect execution set players up for disappointment when they can’t replicate the results.
- Ignores Context: Every player is unique, and one-size-fits-all advice often fails to address individual needs.
In contrast, I focus on showcasing the reality of coaching—the chaos, the unpredictability, and the messy process of skill acquisition. By doing so, I aim to set realistic expectations and highlight the importance of adaptable, player-centered coaching.
Sharing the Reality of Coaching
One of the biggest gaps I see on Instagram is the lack of real coaching content. Most videos are staged, with players executing perfectly rehearsed drills that don’t reflect the realities of match play.
In my posts, I strive to show:
- Dynamic lessons: Players adapting to real-time constraints and challenges.
- Authentic moments: Missed shots, problem-solving, and unpolished but meaningful progress.
- Coach-player interactions: Honest conversations about tactics, mindset, and behaviors.
By showing the messiness of real coaching, I’ve built trust with my audience. They know that what they see on my account is what they’d experience if they stepped onto the court with me.
Converting Followers into Clients
Building an Instagram following is only part of the equation. The real value lies in converting followers into clients or community members. Here’s how I’ve done it:
- Provide Value
I always aim to educate and inspire through my posts. Free tips, insights, and resources build trust and demonstrate my expertise. - Engage with My Audience
I make a point to respond to comments and messages, fostering a sense of connection with my followers. This engagement helps turn casual viewers into loyal supporters. - Offer Clear Next Steps
Through my posts and stories, I direct followers to resources like my online courses, free downloads, or consultation services. Clear calls to action make it easy for people to take the next step.
From Coach to Entrepreneur: Learn How to Grow Your Profile
If you’re a coach looking to grow your Instagram and use it as a tool to build your brand, attract clients, and share your expertise, my upcoming course, From Coach to Entrepreneur, is designed for you.
In this course, I’ll share:
- How to create meaningful, authentic content that resonates with your audience.
- Tips for standing out in a crowded space without resorting to gimmicks.
- Strategies for turning followers into clients or members of your coaching programs.
- Insights into balancing social media with real-life coaching demands.
Instagram isn’t just a platform for flashy videos or quick tips—it’s a powerful tool for building a coaching business, educating others, and making a real impact.
Final Thoughts: Building a Profile with Purpose
Growing on Instagram isn’t about going viral or chasing follower counts. It’s about creating content that aligns with your values, serves your audience, and reflects the realities of coaching.
By focusing on authenticity, niche content, and meaningful engagement, I’ve turned Instagram into a platform that supports my coaching philosophy and helps me connect with coaches and players worldwide.
If you’re ready to take your Instagram game to the next level, join my From Coach to Entrepreneur course and learn how to grow your profile with purpose. Together, we can transform the way tennis is coached—and shared—online.
