Planet Fitness' Fictional "Fitfluencer" Parodies Phony Influencers
Laura McQuarrie — September 10, 2021 — Marketing
References: adweek
Xrystal (pronounced "Crystal") is the name of the vlogger and "fitfluencer" created by Planet Fitness that parodies popular influencers who provide poor health advice. To emphasize the fact that anyone can now create and grow a social media following but not everyone is an expert in their niche, Planet Fitness created "Xrystal with an X," a self-proclaimed fitness goddess who offers nothing but awful health advice.
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Some of the absurd advice offered by Planet Fitness' fictional fitfluencer to her fans include eating only the peels of bananas or selling their vehicles and instead, sprinting everywhere. According to Planet Fitness, one out of every four fitness influencers on TikTok are sharing inaccurate workout advice, and this campaign aims to align people with the expertise offered at its gyms.
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Some of the absurd advice offered by Planet Fitness' fictional fitfluencer to her fans include eating only the peels of bananas or selling their vehicles and instead, sprinting everywhere. According to Planet Fitness, one out of every four fitness influencers on TikTok are sharing inaccurate workout advice, and this campaign aims to align people with the expertise offered at its gyms.
Trend Themes
1. Fitness Influencer Parodies - Creating satirical versions of popular influencers to draw attention to the spread of misinformation in health and fitness advice.
2. Expertise and Authenticity - The trend toward emphasizing the importance of truly knowledgeable and authentic advice in the fitness industry.
3. Rise of Influencer Marketing - The increased use of influencers to promote fitness and health products, and the need to ensure accuracy and authenticity in their messages.
Industry Implications
1. Fitness Industry - Opportunities for fitness brands to promote and emphasize the importance of expert advice and authenticity in their messaging and marketing campaigns.
2. Social Media Industry - The importance of social media platforms and influencers to regulate the content and messages being shared with users regarding health and fitness advice.
3. Marketing Industry - Opportunities for marketing agencies and brands to create more creative campaigns that draw attention to the potential spread of misinformation and inaccuracies.
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