#eatclean: How Instagram is fueling the healthy-living brand boom

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Planning to try that hot new aqua-yoga class or eyeing a subscription to that organic food delivery service? Chances are you first discovered it on Instagram, just like an Austin-based copywriter, who learned about the Whole30 diet on the platform.

One of the hardest things is planning your meals. But Whole30 is great, the community is so engaged, and you never run out of ideas.

The rise of Instagram has prompted some of the biggest shifts in the health and fitness industry in recent years, fueling a legion of new brands from meal plans like Whole30 and delivery services like Sakara Life to fitness programs like Bikini Body Guide and boutique fitness brands like ModelFIT. These brands have managed to elbow their way into the mainstream by catering to evolving priorities in health and fitness, as well as by employing an unconventional approach to digital marketing focused on user-generated content, a grassroots influencer approach and by cultivating dedicated communities on platforms like Instagram.

Social media has catapulted the fitness and healthy-eating craze said a director of marketing at an Austin-based agency. Until a few years ago, people learned about the latest workout or plan in the magazines, but now they more likely than not found it on Instagram.

Changing attitudes
A major reason for the rise of these brands is the huge shift in American attitudes toward diet and fitness in general. The definition of health and fitness is no longer focused on fixing what is wrong and losing weight but rather on overall wellness, nutrition and betterment. Instead of subscribing to restrictive diets, consumers are actively choosing to incorporate fitness into their day-to-day lives. Instead of pushing weight-loss goals, healthy living embraces a body-positive attitude.

In the past, health was about fixing sickness and very much driven by doctors and health authorities. Then it went into ‘wellness,’ which was about being balanced and living well said a strategy director. Now, health is about status and self-enrichment.

Source:  Digiday.com, 3/28/2017

#eatclean: How Instagram is fueling the healthy-living brand boom

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