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Brafton’s Month-to-month E-newsletter from the Social Crew

Hey 2023! Right here’s to New 12 months’s Resolutions, reinvention, reinvigoration. 
On this month’s publication, we’ll be specializing in the intersection of health and social media.

social newsletter january

On this month’s version, you’ll discover…

  • How Equinox axed “New 12 months, New You” in lieu of a controversial advertising marketing campaign…
  • How #Fitspo and different “motivation” hashtags may very well deter you from well being…
  • And a highlight on a health attire model that includes their beautiful natural progress!


Equinox, a luxurious chain of gyms, rang within the new 12 months with a controversial but courageous train in divisive social media content material. 

Whereas this method to garnering new memberships at what might be seen as the time to take action is considerably exclusionary, from a advertising perspective, it’s a standout. 

On Instagram, the put up has greater than 5,000 likes and a plethora of feedback calling out how detrimental this method is. 

Talking to The Drum, Will Mayer, the model’s government artistic director mentioned that “Equinox shouldn’t be shopping for into the entire wishy-washy tradition of feel-good resolutions.”

“Equinox exemplifies the idea that life is cast on the extremes, and since we’re for individuals who continually push themselves to these extremes, we will’t in good conscience help the ‘new 12 months, new me’ motion that occurs each January.”

And but, persons are nonetheless speaking about it. What do you suppose? Promoting genius, or a swing and a miss?


Do you know that social posts utilizing #fitspiration or #fitspo can negatively impression your psychological well being and really discourage train?

On TikTok, #fitspo has greater than two billion views and contains movies of individuals exhibiting workout routines, physiques, meal planning, and extra. 

Whereas all this content material is supposed to encourage, it might truly do the other. The truth is, viewing this content material can result in emotions of defeat or lethargy. 

A 2019 examine by BMC Public Well being analyzed 180 members, who answered open-ended questions relating to their consumption of fitness-oriented content material. About 25% of the members mentioned they weren’t pleased with their well being or physique, and felt failure when consuming health content material. 

Researchers in one other examine discovered that people who find themselves motivated to train to vary their look are much less prone to see beneficial properties in physique satisfaction. And if individuals don’t see the anticipated outcomes, they’re much less prone to be motivated to work out.

Nevertheless, one other examine discovered that individuals who train for enjoyment, stress aid, wellness or for competitors have been extra prone to work out than these targeted on look. Consciously rethinking the “why” behind their exercises, and shifting from look objectives to perform and mobility objectives, proved to be extra useful and ongoing. 

Backside line: comparability is the thief of pleasure—exercise for you, your well being, and the way you’re feeling about your self whenever you look within the mirror.


One model I personally get pleasure from following is @gymshark! Not solely is that this a superb health attire model, however with regards to social media content material, their group knocks it out of the park. 

What began as a small screen-printing operation borne out of founder Ben Francis’ storage in Birmingham, UK, Gymshark has now turn into a well-known health attire powerhouse of a model, valued at greater than £1 billion in 2020.

Changing into such a recognizable model didn’t occur by chance. As a substitute of spending huge on social adverts, they determined to put money into relationships and community-building.

Francis homed in on his favourite Youtube and Instagram health influencers, like Nathan, and realized that their followers are Gymshark’s target market. 

The model then despatched clothes samples to their favourite health stars on social media, ultimately sponsoring them to advertise Gymshark to followers organically.

This method led to extra followers (their Instagram profile is at present sitting at round 6 million) and extremely excessive natural engagement, averaging round 67K likes and 294-ish feedback per put up.

Whereas Equinox might take a extra unique method to health and wellness, Gymshark takes a extra open, accepting method. On their channels, they showcase individuals of varied physique varieties, with completely different health objectives and aspirations. 

The model incorporates memes, Spotify playlists, and health influencers of all types whereas selling their product. Try a few of their content material beneath. ⬇️


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Hashtag Social Media — Musings From Brafton’s Social Crew — The Rethinking ‘New 12 months, New You’ Version