The health and fitness industry is constantly shifting, and with these shifts comes a shift in advertising. As technology has shifted in the past decade and social media has become more popular, the use of social media for advertising has grown exponentially. Since 3/4 of adults use social networking sites, this is becoming a prime way for companies to reach their potential consumers. An example of this is Kayla Itsines, who I've talked about before. She grew her following from several hundred to over 5 million through her social media posts. Itsines isn't the only one using social media as a basis to advertise for their company. Instagram is a major site playing a role in the use of social media for advertising as its main feature is visual image, the key element in an advertisement. Other social media sites are utilized as well for advertising in the health and fitness industry, and television ads are still prominent. Large companies like Nike, Under Armour, Adidas, etc., use television advertisements as the video clips show the products/services, while incorporating things like music, various settings, famous people to entice potential and returning consumer. Television advertisements are still influential in the health industry as the action video shots visually exemplify what the company is about. Overall, the shift to social media use for the health and fitness industry is largely successful, however, there is still popularity in using television marketing as well. Since this industry address potential customers from a wide variety of age, sex, ethnicity, etc., the use of social media and television marketing reaches this large spectrum of people.
http://simplymeasured.com/blog/7-instagram-strategies-top-fitness-brands-are-using-in-2016/#sm.00001282vftlwycswump7n2d5zis2 https://www.mni.com/wellness-industry-trends-how-health-and-wellness-marketing-is-embracing-big-data.html
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November 2016
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