The COVID-19 outbreak has caused the fitness industry to go digital. While gyms near you might be closed, home fitness has seen a huge uptake as a promising alternative which is nearly as intense as a gym workout.
Looking to engage stay-home consumers? The spotlight is now on fitness influencers who are leading the trend with their home fitness workouts. As more people shift towards home workouts, fitness influencers have seen a spike in engagement and in direct-to-consumer sales. Motivating and fun influencers inspire consumers to keep in shape, aside from all the quarantine snacking. After all, who doesn’t want to get fitter and kill some time during self-isolation?
In particular, we are zooming into microinfluencers in the fitness industry. Despite having a smaller audience, microinfluencers are more niche-based and have higher observable engagement which is meaningful for brands to tap on. Overall, the benefits of working with microinfluencers are plenty, as mentioned in our previous blog post.
One of the viral trends you might have heard of is Chloe Ting’s workout videos. With more around 10.2M subscribers on YouTube, Chloe’s workouts are beginner-friendly and need little to no equipment. Her most-viewed video, “Get Abs in 2 Weeks”, has since earned 150M views. She also has other free home workout programs which fit perfectly with stay-home consumers who are looking to kill time and achieve their fitness goals.
And if you’re not a part of the trending #ChloeTingChallenge, we have another rising fitness influencer closer to home - Jordan Yeoh. The Malaysian ‘durian seller’ turned fitness instructor saw a rapid subscriber growth, attracting audiences with his unique live home workout videos. Besides surprising his followers with home gym workouts using household objects, he also showcases fun workouts with his daughter in his videos.
Chai tow kway (fried carrot cake) chef, Walter Tay, is one of the rising fitness microinfluencers, who has the attention of Singapore’s fitness community. Known as the “Hawker Hunk”, Walter extends his influence to sharing home workouts on television programme, Home Together, by @mediacorpch5.
Another fitness microinfluencer to note is Kirstie Gannaway who is known for her appearance on Channel NewsAsia’s adventure and lifestyle guide, This Weekend. As a female boxer, her posts combine both beauty and strength and she also motivates her followers with inspirational captions.
As traditional media warms up to social media influencers, brands can target microinfluencers to reach audiences across a variety of channels.
Next on our radar are the fitness mums of Instagram! These super mums are true #fitspo, as we all know how busy mums can be. Working out, however, seems effortless for @thatmomoffour who has 4 children. On top of that, she is also co-founder of @triumfitness, playfully engaging her daughter and dog to teach virtual classes with her from home.
@kellylatimer, or “Sienna’s Mummy” as she calls herself, also showcases the precious mother and daughter bond she has with her daughter. Including fitness activities into their daily life, Kelly features this active lifestyle with her family in her posts and collaborations with @samsung_sg.
And if you are looking for some beautiful and elegant yoga poses to go with your brand, @hanadoesyoga recently had a successful Mother’s Day collaboration with @sudio by integrating wireless earphones into her workout.
Within the fitness microinfluencer community, student influencers provide a valuable connection to the youth. Young teens now have a big following on social media which can help brands achieve a takeoff with their Gen Z marketing strategy.
On the other hand, @graycetan tells that only students know students the best, rewarding her followers with tips to train FREE for classes at @f45_training_sunset_singapore. Recognising that reliability is a major factor in influencer marketing, it is no wonder her post got over 3000 likes!
Lastly, SMU Business student, @janaechua, has an aesthetic feed filled with fitness content and shared about the trampoline fun she experienced @BounceSingapore. As millennials are constantly looking for new activities to do with friends, recommending fun and entertaining activities only shows that she knows her audience too well.
Leveraging on student microinfluencers in the fitness community not only helps brands to reach out to campuses, but also sends a powerful and relevant message to the younger audience.
Ready to start your own influencer marketing campaign and discover other fitness microinfluencers? Find out how to find the right influencers in our previous blog post!
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