Does social media count as cardio?

Marketing through social media influencers 3/3 – Health & Fitness

Do you like eating healthy foods? Do you like being active whether it’s playing sport, taking the dog for a walk or lifting weights at the gym? If yes, then you have probably noticed the health and fitness industry’s prominence in everyday life. From TV ads on meal services and local outdoor activities to people wearing active wear like it’s the hottest trend and gym junkies in shopping centres recruiting new members. You can’t escape it. The addition of social media has only helped the industry expand their reach and promote this lifestyle. By teaming up with social media influencers across multiple platforms, online advertising has proven highly beneficial.

Things typically associated with leading a healthy lifestyle. Credit: Arya Ziai

When a new business, or one which isn’t well-known, is trying to grow then what better way to get their name out there than to team up with social media celebrities who already have large followings? Influencers can connect with millions of people every day from all over the world. People who look up to them and share the same interests. People who will purchase products based on what influencers say about them…

Instagram and YouTube is where I have noticed many partnerships between brands and influencers. Many YouTubers share their diets and exercise regimes in vlogs (video blogs). YouTuber Niomi Smart also uploads videos titled “what I eat in a day” and “my workout routine” where she features and discusses brands and products she’s enjoying. Sharing their lives in videos makes them more relatable. People feel more connected to them and therefore trust them, their opinions and their recommendations.

Khloe Kardashian underwent a huge body transformation which was inspirational not only to Keeping up with the Kardashians fans but many girls who have social media accounts. Ever since she revealed her progress many brands have reached out to her. I, along with her other 57 million Instagram followers, often see her selfies wearing waist trainers.

This screenshot from Khloe Kardashian’s Instagram shows her wearing a waist trainer a company sent her.

YouTubers Shannon Harris (Shaaanxo) and Brittney Lee Saunders are frequently sent active wear by brands including Gymshark and Puma. They are also sent, for their consumption and giveaways, LUXE Fitness protein powder.

Shannon regularly begins her vlogs  with “hi guys, I just got back from the gym”. She then shows viewers her active wear and makes a smoothie with organic ingredients, superfoods and protein powder. She has also done waist trainer posts. With a combined social media following of over seven million, women of all ages are taking note of her favourite products.

Britney also shares her active wear and drinks protein shakes. She’s made videos about her protein ball and smoothie bowl recipes and has shared her protein pancake recipe on Snapchat. She’s very health conscious, eats a lot of fruit and veg and regularly exercises. Britney’s online audience of over one million constantly asks for more recipes. These women are the perfect partners for health and fitness brands wanting to get themselves noticed online.

This screenshot from Shannon’s Instagram page shows her advertising LUXE Fitness protein.

Do your favourite social media celebrities promote a healthy lifestyle? Does it inspire you to be healthier and purchase the products they use and love?

Check out the other blogs in this series here:
*Is social media the new black?
*Is social media really on fleek?


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