Instagram has established itself as one of the most powerful tools for digital entrepreneurs in Brazil. A success story is Vanessa de Andrade, a physiotherapist and physical educator specialized in Pilates, who used social media to create a scalable and accessible business, impacting thousands of people. With over 140,000 subscribers on YouTube and an active Instagram profile, Vanessa transformed her technical knowledge into a digital teaching platform, offering practical Pilates classes for those who want to practice at home.
Vanessa recognized the opportunity to bring the Pilates method to an audience that often lacked access to traditional studios, whether due to financial constraints, time limitations, or even physical restrictions. To achieve this, she developed an innovative methodology using everyday objects like chairs and broomsticks, making the exercises accessible and effective for all ages, especially for people over 50.
“Over the years, I noticed that many people wanted to practice Pilates but faced challenges like commuting and costs. That’s when the idea of sharing online classes came up, allowing anyone to enjoy the benefits of the method without leaving home,” explains Vanessa.
The digital strategy and growth on social media
Vanessa’s business growth was primarily driven by Instagram and YouTube, where she shares educational content and free classes. On Instagram, the physiotherapist uses an engagement-focused strategy, answering questions, sharing student testimonials, and showcasing the benefits of Pilates in daily life.
The impact of social media on Vanessa’s reach is evident. Her YouTube channel, ‘Programa Pilates em Casa – Vanessa de Andrade,’ grew organically thanks to producing videos targeted at an audience seeking quality of life and well-being. Instagram complements this strategy by enabling direct interactions with her followers, strengthening her authority in the niche and building public trust.
Beyond engaging with followers, Vanessa uses social media to offer paid programs, monetizing her knowledge through online classes. This approach allowed the business to scale without the need for a physical space, reducing operational costs and expanding the impact of her methodology.
The digital entrepreneurship revolution in the wellness sector
Vanessa’s story reflects a shift in the wellness and health market, where digitalization has democratized access to practices like Pilates. Her success reinforces how Instagram and YouTube can be effective tools for physical educators, physiotherapists, and other professionals in the field who want to expand their reach beyond physical barriers.
With a model based on delivering value and connecting with her audience, Vanessa de Andrade built a solid digital business, showing that it’s possible to entrepreneur and positively impact people’s lives through social media. ‘The digital doesn’t replace the in-person experience, but it’s a path that expands possibilities and connects those who need guidance with those who have knowledge to share,’ concludes the expert.
