Everything You Need to Know About Fitness Influencers
Tue Dec 04 2018
This is part three in a four-part series about influencer marketing strategies for fitness brands. Missed the first two? Catch up here:
As we learned in the previous sections, there are many different types of fitness influencers. Some focus on weight loss, some stress the benefits of yoga, and some concentrate on gaining muscle. But what’s the one thing they all have in common? They’re all highly motivated and well-informed when it comes to the latest and greatest products in the fitness space.
In this part of the series, we’ll tell you everything your brand needs to know when collaborating with fitness influencers. And while each influencer is unique, this blog provides some general things to keep in mind when working with them.
The fitness community is extremely engaged
Fitness influencers have highly-engaged followers because people aspire to look like them. I mean, who doesn’t want to be in great shape? Their near-perfect physique is a motivator alone. But these influencers are also very knowledgeable when it comes to health and fitness. Because of that, their followers mimic their exercises, eat similar meals, use the same products, and even dress like them. Simply put, many people look up to them as #goals.
If you look through a fitness influencer’s Instagram feed, there are typically thousands of likes and a seemingly endless stream of comments asking about the equipment they’re using, where they got their outfit, exercise recommendations for injuries, and more. Basically, fitness influencers are treated as experts in the industry.
Their content is authentic and educational
Because fitness influencers have extremely engaged followers, their content is also very authentic. They make sure to provide honest insights about products to avoid damaging relationships with their loyal fanbase. And their efforts pay off because people trust the things they say.
Since fitness influencers have a lot of credibility, their content does not necessarily have to be of professional quality, but that’s what makes it so authentic. Their followers appreciate their workout videos, product recommendations, and other educational posts, regardless of the quality of content because it’s coming from real people getting real results.
They’re a little more expensive to work with
According to AspireIQ’s internal data, the average cost per engagement that influencers charge per Instagram post is $0.14 (See: How Much to Pay an Influencer). Of course, this number differs based on factors such as the quality of content and industry. For fitness influencers, we’ve found that the average cost per engagement is $0.18.
The biggest reason for the steeper price tag is that fitness influencers only make up 9% of the influencer community, as compared to fashion and beauty influencers who make up 50%. Since there are fewer influencers in the industry, they are in high demand and have the power to charge brands more expensive rates.
Image by @brookearmonaitis
Fitness influencers are approached by many brands
A lot of brands reach out to fitness influencers for collaborations, whether they’re fitness brands or not. But because there isn’t an abundance of fitness influencers, you need good incentives for them to accept your collaboration proposal. This may include higher payment, free products, or cool experiences.
Additionally, it is important to keep in mind that you should always strive to reach out to relevant influencers. Just because you are a fitness brand does not necessarily mean that every fitness influencer is the right fit. Walk through the proper steps to find the right influencer for your brand.
Up next, check out these six up-and-coming fitness influencers who might be perfect for your brand. Read part four here.