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How has the fitness video adapted to the YouTube age?

Vloggers and brands

Fitness vloggers are able to attract a mass audience and use their influence to introduce products to their viewers. They are picky about the products they introduce and want only to promote something they would use themselves.

A study by a marketing platform found that 92% of people preferred hearing about brands from influencers, rather than through paid adverts.

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How has the fitness video adapted to the YouTube age?

How has the fitness video adapted to the YouTube age?

https://www.bbc.com/news/business-39947943

bbc.com

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Key Ideas

Fitness vloggers

There are more than 30 million fitness videos on YouTube alone and many more on other social media platforms.

Upcoming fitness instructors can publish and gain a following without a star status, a fancy studio or expensive equipment, by recording and editing their workouts.

Vloggers and brands

Fitness vloggers are able to attract a mass audience and use their influence to introduce products to their viewers. They are picky about the products they introduce and want only to promote something they would use themselves.

A study by a marketing platform found that 92% of people preferred hearing about brands from influencers, rather than through paid adverts.

The shift from traditional

The goal of the traditional workout video was weight loss and fitness. More recently, there has been a switch in fitness videos.

It is now more focused on an intimate and interactive experience with your favorite fitness vlogger.

Taking workouts online

  • Fitness studios realize the potential of live streaming videos of classes and videos.
  • Standalone services, such as Flex Tv, provide online access to live high-intensity interval training workouts and yoga classes.

The revenue comes from advertising share and sponsorship for those with a large enough social media following.

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Cardio exercise

Exercise offers a whole host of benefits to health and well-being. Cardiovascular exercises aim to get your heart rate up and increase blood circulation.

Walking is a great way to get active...

Strength & resistance exercises

Resistance and strength exercises can help strengthen your muscles. This is usually done on the spot and will not make you out of breath like cardio exercises.

Instead of using tools like weights or resistance bands, you can use tins of baked beans or bags of rice.

Flexibility, balance, and mobility

Strength and flexibility routines help balance, will reduce joint pain, and reduce the risk of falls.

Yoga, pilates, and tai chi are examples of flexibility exercises.

Influencer industry

The influencer industry has operated in boom times. As more Americans have taken their cues from social media about where and what to buy, brands started to use their marketing budget on influencer...

Reason for the negative impact
  • There is less money to go around. Since March, about a third of influencers were already seeing fewer collaborations.
  • This is also an awkward time to advertise, while so many are unemployed or facing a life-threatening illness. Brands don't want to alienate their market.
  • Some retailers are doing better, while other online retailers may not last. Categories like fashion, beauty, and luxury will likely suffer first and hardest.
Broad branding campaign

If a recession brings shopping to a standstill, marketers may not return to the type of broad branding campaign currently used in the influencer world.

Marketers are still in demand, but brands may demand evidence that the influencers give them sales, not just exposure.

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