Building a business is a tedious thing as most of us know. Everyone uses a different approach and some of us fail and some of us succeed, it's the nature of the beast. In my free time I do some Olympic lifting and I found myself searching for new and better techniques online. What I ended up with is not only finding some great videos for my Olympic lifting, but also a different way of building a business.
Olympic lifting is a sport that happens very quickly. A lifter can go from start to finish in a matter of seconds. In addition to being fast, It’s also one of the most complex weight lifting activities you can do. Hookgrip has used this to their advantage. By using slow motion video, they have been able to show Olympic lifting in a new light and at the same time, build a pretty massive following.
When I talked to Hookgrip’s owner, Nat Arem, about the videos, he told me he started recording the videos because it’s hard for beginners to see the movement as it happens very quickly. It makes a world of difference being able to view these lifts from start to finish in a slowed down manner. Because these video had the potential to be very helpful, Arem also saw a great opportunity to use these videos for marketing purposes.
At the time Arem started, not many (or anyone?) was doing this and sharing it across the social platforms. Because these lifts are so complex, seeing them in slow motion is very interesting for beginners as well as professionals, so Arem saw an opportunity to showcase something not everyone has seen. It’s now taken off and Hookgrip currently has 167K followers on Instagram and an active Facebook community to match. All the videos are shot on either the Sony FS700, or when traveling light is a priority, he will use the Sony A7s. Below is the owner's favorite video and I used my favorite video as the lead.
I know not everyone is into Olympic lifting, but it’s interesting to see how people outside of the industry are using these technologies to grow their business and social footprints. Arem told me that everything he has learned came from either Youtube or learning as he went. He is interested in the art of video and post production and he has learned a lot, but the main point for him is pushing out content that is not super common.
Have you done anything to grow your business that was more about content and less about perfection? Share your thoughts to the comments.