The fitness landscape has changed. Exercise tips, protein-rich recipes, workout gear recommendations, role models, and healthy lifestyle commentary are at people’s fingertips 24/7 thanks to social media—especially on Instagram.
Fitness brands, this is a golden opportunity to spread the word about your products in an organic, meaningful, authentic way. Learn how Instagram fitness influencers can do your heavy lifting without your brand having to break a sweat.
word of mouth marketing (WOM) is the primary factor behind 20 to 50 percent of all purchasing decisions.
Keep Your Brand In the Conversation
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McKinsey Quarterly suggests that word of mouth marketing (WOM) is the primary factor behind 20 to 50 percent of all purchasing decisions. So how do you get people talking about your brand?
influencers typically generate three times more word-of-mouth messages than non-influencers. Plus, each message from an influencer has four times more impact on a recipient’s purchasing decision than non-influencers.
The good news is WOM is no longer just a person to person conversation thanks to digital conversations. As McKinsey’s Ole Jørgen Vetvik explains, “Today, [WOM] operates on a one-to-many basis.” Whether it’s through social media posts or personal blogs, people are sharing their experiences with substantial like-minded audiences. One person can reach hundreds, thousands, even millions. But, not just any person.
The person creating your content plays a significant role in its impact. According to McKinsey, influencers typically generate three times more word-of-mouth messages than non-influencers. Plus, each message from an influencer has four times more impact on a recipient’s purchasing decision than non-influencers.
While you could wait for traditional user-generated content to trickle in, you can amplify and accelerate WOM by using professional content creators.
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Show off the Results
Why is Instagram so popular for fitness influencers? Simply put, a picture is worth a thousand words. When sharing their experiences with a product, workout routine, or diet, Instagram allows people to see the results. From seasoned athletes to gym-newbies, people regularly use their Instagram for visual motivation.
So, while someone may not visit Instagram with a purchase in mind, they end up there nonetheless. For you—and for them—don’t let this chance encounter become a wasted opportunity.
Hashtags such as #fitfam, #fitlife, #goals, #gohardorgohome, and #gethealthy reach hundreds of thousands, if not millions, of users each month. Whether they’re looking for healthier habits or apparel suggestions, people are eager to see, save, and share posts about fitness and all of its facets.
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Capitalize on the Increased Interest In Fitness
Though we’re not as healthy overall as we used to be, people are looking to change that. The good news for fitness brands is that people are more engaged in the pursuit of a healthier lifestyle than ever before.
- Since 2008, memberships to health clubs have grown by 33.6%, and the total number of club-goers has increased by 31.5% according to the International Health, Racquet and Sportsclub Association. Today more than one out of five Americans belong to at least one U.S. health club or studio.
- People are joining multiple gyms, buying wearable fitness trackers, downloading apps, and subscribing to fit-meal food services—all in the name of health and wellness, according to Chris Rondeau, CEO of Planet Fitness, as explained in an interview with Entrepreneur.
- Yet, more Americans are less healthy than ever before. A report by the U.S. Department of Health and Human Services suggests that by 2030, half of all adults in the United States will be obese.
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Highlight Fitness Niches
Niche fitness lifestyles, regimens, and products are going mainstream thanks to social media. Bodybuilders, crossfitters, triathloners, and yogis, are just a few examples. Each has its own active online community, with its own set of influential health and wellness advocates.
As a brand, aim to get your products in the hands of content creators in each circle. You never know where you'll discover a new market, but the when is now. And while there may be key differences between these fitness-sectors, similarities exist. For instance, yogis wear yoga pants, but so do cyclists, crossfitters, and many others who like to be comfortable even when not working out.
Promote Healthy Living
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Fitness leaders not only educate their audience about healthy meals and new workouts, but they also provide a dose of inspiration. Because of this highly engaging content, people not only want to mimic influencers' healthy lifestyles, they wish to match their style.
However, a content creator’s audience doesn’t just blindly follow their advice. Fitness influencers earn their credibility by posting authentic, helpful, motivational content consistently. Often, these lifestyle experts are hitting their social channels as hard as they are the gym.
Interestingly, in a study by Nature Communications, researchers found that exercise is “socially contagious.” More specifically, the study suggests that when a runner posted about his or her exercise, it inspired others to do the same.
Find Influencers who Inspire
The global wellness economy is a $4.2 trillion market, and every brand wants to flex its muscles. The problem is, every brand is making the same promise: to look and feel great. So how can you differentiate yourself from the pack? Influencer marketing.
Every content creator is unique. Therefore, when brands align with real people, their products’ uniqueness can shine through. Plus, when you align with influencers, you’re both promoting your products and a healthy lifestyle. If you’re interested in what influencer marketing can do for your fitness brand, schedule a call to learn more.
