Hashtag Social Media — Musings From Brafton’s Social Group — The Rethinking ‘New Yr, New You’ Version

Brafton’s Month-to-month E-newsletter from the Social Group

Whats up 2023! Right here’s to New Yr’s Resolutions, reinvention, reinvigoration. 
On this month’s publication, we’ll be specializing in the intersection of health and social media.

social newsletter january

On this month’s version, you’ll discover…

  • How Equinox axed “New Yr, New You” in lieu of a controversial advertising and marketing marketing campaign…
  • How #Fitspo and different “motivation” hashtags may very well deter you from well being…
  • And a highlight on a health attire model that includes their gorgeous natural development!

#OMG

Equinox, a luxurious chain of gyms, rang within the new 12 months with a controversial but courageous train in divisive social media content material. 

Whereas this strategy to garnering new memberships at what could possibly be seen as the time to take action is considerably exclusionary, from a advertising and marketing perspective, it’s a standout. 

On Instagram, the submit has greater than 5,000 likes and a plethora of feedback calling out how destructive this strategy is. 

Talking to The Drum, Will Mayer, the model’s government inventive director mentioned that “Equinox just isn’t shopping for into the entire wishy-washy tradition of feel-good resolutions.”

“Equinox exemplifies the idea that life is solid on the extremes, and since we’re for individuals who always push themselves to these extremes, we are able to’t in good conscience help the ‘new 12 months, new me’ motion that occurs each January.”

And but, individuals are nonetheless speaking about it. What do you assume? Promoting genius, or a swing and a miss?

#DYK

Do you know that social posts utilizing #fitspiration or #fitspo can negatively influence your psychological well being and truly discourage train?

On TikTok, #fitspo has greater than two billion views and contains movies of individuals exhibiting workouts, physiques, meal planning, and extra. 

Whereas all this content material is supposed to encourage, it could truly do the alternative. In reality, viewing this content material can lead to feelings of defeat or lethargy. 

A 2019 study by BMC Public Well being analyzed 180 members, who answered open-ended questions relating to their consumption of fitness-oriented content material. About 25% of the members mentioned they weren’t pleased with their well being or physique, and felt failure when consuming health content material. 

Researchers in another study discovered that people who find themselves motivated to train to alter their look are much less prone to see beneficial properties in physique satisfaction. And if folks don’t see the anticipated outcomes, they’re much less prone to be motivated to work out.

Nonetheless, one other research discovered that folks who exercise for enjoyment, stress aid, wellness or for competitors had been extra prone to work out than these centered on look. Consciously rethinking the “why” behind their exercises, and transferring from look objectives to perform and mobility objectives, proved to be extra helpful and ongoing. 

Backside line: comparability is the thief of pleasure—exercise for you, your well being, and the way you’re feeling about your self once you look within the mirror.

#SPOTLIGHT

One model I personally take pleasure in following is @gymshark! Not solely is that this a superb health attire model, however in relation to social media content material, their group knocks it out of the park. 

What began as a small screen-printing operation borne out of founder Ben Francis’ storage in Birmingham, UK, Gymshark has now turn into a well-known health attire powerhouse of a model, valued at greater than £1 billion in 2020.

Changing into such a recognizable model didn’t occur accidentally. As an alternative of spending massive on social adverts, they determined to spend money on relationships and community-building.

Francis homed in on his favourite Youtube and Instagram health influencers, like Nathan, and realized that their followers are Gymshark’s audience. 

The model then despatched clothes samples to their favourite health stars on social media, finally sponsoring them to advertise Gymshark to followers organically.

This strategy led to extra followers (their Instagram profile is presently sitting at round 6 million) and extremely excessive natural engagement, averaging round 67K likes and 294-ish feedback per submit.

Whereas Equinox could take a extra unique strategy to health and wellness, Gymshark takes a extra open, accepting strategy. On their channels, they showcase folks of varied physique varieties, with completely different health objectives and aspirations. 

The model incorporates memes, Spotify playlists, and health influencers of all types whereas selling their product. Try a few of their content material under. ⬇️

#ICYMI

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