Influencer marketing has found its place as an advertising method, but I’ve noticed some troubling behaviors in the wellness influencers community. As someone who exists in the realm of wellness and fitness social media, I want to bring attention to some of these actions. Influencing is great, but not at the cost of integrity and responsibility.
Shame Other’s Choices
As wellness influencers, we should never shame anyone for their wellness choices. Every body is different, and everybody has varying needs and resources. The fitness and wellness journey is an individual one, and while we can (and should) share our experiences, putting others down does not pass the vibe check. Encourage your fans and followers were they are. It will yield better results for everyone. Always, always be kind.
Shill Products You Don’t Use
Since I started blogging and sharing on social, I prided myself on being genuine. If I share or work with a brand, it’s because I truly like and use that product. Yes, I turn down proposals to collaborate on things that don’t mesh with my lifestyle, or that I have tried and don’t like, or even that are conflict with my other brands. If I rave about a race, it’s because I loved it. When I talk about my Road ID, it’s because I wear mine regularly (and so does my son and my puppy). At a certain point, shilling items for a paycheck will make your followers feel used and taken advantage of.
Stop Saying “If I Can Do It, Anyone Can Do It”
The reality is, professional (and semi-professional) wellness influencers’ jobs revolve around… you guessed it. fitness and wellness. They push themselves hard, try new experiences, and present a gram-worthy image, but their priority is most likely… fitness and wellness. They aren’t necessarily playing on the same field as their followers and therefore, shouldn’t make those fans feel badly for not having the same time and resources to devote to their own journeys. By saying “if I can do this, anyone can” sends an unrealistic message that their fans just don’t work hard enough, and that’s just not always the truth.
Prey On Insecurities
People follow influencers because they look up to them in some way. Fans are inspired by and want to emulate those public figures. That’s a huge honor, but also, a great responsibility. When influencers make statements that prey on their followers’ insecurities, it can be an exploitive thing, designed to sell something, or keep followers coming back for approval, help, or affirmation. Ethical influencers can, and should, operate effectively without these tactics. Build up, rather than break down. It’s the right thing to do.
NEVER GIVE MEDICAL ADVICE!
I cannot stress this enough. Unless a wellness or fitness influencer is actually a doctor, they should NEVER dispense medical advice. Even certified coaches and nutritionists should also make a disclaimer that their clients or fans should consult with a doctor before embarking on a new fitness regime or diet. No matter what an influencer is selling or promoting, it is flat out dangerous to promise to help, cure, or otherwise fix someone’s health issues.
What are your thoughts on how wellness influencers should behave?
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Great ideas. They apply to us bloggers too.
I’ve been guilty of saying If I can, you can. Oops.
But important is giving coaching advice when someone is not a coach. I have to remember not to say You should ….. instead just relate my own experience because I’m not certified to tell you what you should or should not do.
You make some good points. I also pride myself on being genuine and honest with my followers. I will never post about something that I would never use myself. Since I am a nutrition and running coach and have certs in group exercise, I do feel comfortable sharing some tips in those areas. It has become quite a big business!
All valid points! I would also add, along with being genuine, be wary of hypocrisy. I was on the receiving end of all kinds of “advice & council” when I had my stress fracture …and a few of these well-meaning experts weren’t exactly practicing what they preached LOL
Great points. It’s like the wild west out there. I’m particularly alert to influencers who don’t disclose their content is sponsored and who cross the line on promoting products for unapproved health benefits.
Yes, these are all good points. “If I can do, it, anyone can” is one of my pet peeves!!!
100% agree with all of these! I only share about products I like and use and always try to encourage everyone to be active and support that what’s right for me is not always right for someone else. My biggest pet peeve is people demonize food/food groups/a diet/a form of exercise. Many “healthy living” influencers have eating disorders and cover that with a special diet or “rules.” And they’re shaming others for what works for them. Drives me nuts. [Steps off soap box.]
Oops… somehow my comment landed as a reply to Deborah, but was meant to be a general comment (not to anyone in particular) 🙂
This is excellent. After my diagnosis with RA, influencers came out of the woodwork to offer advice and suggestions. I had more than a few people tell me to forgo meds and cure myself with diet. It was really upsetting to me. Since I’ve broken my ankle and foot and am returning to activity, I’ve gotten questions from readers and influencers about that! I’m sure everyone means well, but still… I also know of a few bloggers who become ambassadors or promote products that they have never used. It’s been an interesting journey, for sure. Just know that with me, what you see is what you get! Thanks for posting this.
There can certainly be a dark side to influencers. Not always so genuine!
I try really hard to emphasize that I am not a doctor or medical professional! In fact in today’s yoga video, even though there’s already a disclaimer in the written part, I say very strongly if you have an active injury, seek your doctor’s advice before trying the exercises in the video!
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Great post! It’s sad how out of control some aspects of the influencer world have become.