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The career landscape for fitness bloggers has finally opened up.
In 2019, hard sugar Jun interviewed a fitness blogger with millions of fans, and talked about the topic of realization, the other party was full of bitterness: the advertisement could not be picked up a few times a year, the line class could not be sold, and the joint product was not much.
In short, no money to make, everyone envy fashion bloggers, food bloggers.
Three years later, it's someone else's turn to envy the gym world.
During the epidemic, the number of people who stay at home and eat Haixi has expanded, and weight loss programs have to be put on the agenda.
Weibo, small red book several platforms, sports content exploded, Pamela, Saturday wild and other fitness bloggers followed the fire a round.
Once they get back to normal life, many people forget about their weight loss goals.
Fitness ring dust, yoga mat snow, the wind of national fitness is finished.
Fitness god has also been lined up to sit, and it is logically difficult to run out of new net celebrities in a short time.
However, a group of fitness bloggers have found a new way to bypass the medium and long videos of their predecessors and focus their operations on short videos and live broadcasts.
They attract core users through vertical content, and also leverage incremental fans with generalised creative ideas.
The iteration and expansion of fitness bloggers has also spawned new business opportunities, affecting the entire industry upstream and downstream.
Many emerging health food brands are using these "traffic grips" to successfully capture countless young consumers and quickly complete the harvest in a very short conversion chain.
The idyllism that overturned the car not long ago is a typical example.
Brand dads are being questioned, and fitness bloggers carrying goods are also to blame.
Can they still make money in the broadcast room? Perhaps it depends on how this calamity is passed and how this "lie" is rounded.
First, sports than busking?
Many people go to fitness bloggers' studios not to learn about exercise, but to find abuse or listen to stand-up comedy.
The short video breaks the iron law of "who is professional, who is growing fans" in the fitness circle, and the creators have to fight for their skills here.
For more than a decade, from Zheng Duoyan to the swan arm lady, to Pamela, Saturday Wild, several generations of fitness bloggers are professionally popular on the Internet.
Their video content is very hardcore, a lot of hard work on the field, compared to the ruthless.
Say Pamela, the new top of the gym. Her video has just been transported to China, netizens succumb to its celestial physical strength, have given the name "human intelligence" and "devil sister".
With a famous name, Pamela began to be widely concerned by the masses, accumulating millions of fans on various platforms.
In addition to professionalism, the body of several generations of online red bloggers in the fitness circle generally has no other distinct communication points, and the people set up a high degree of overlap.
There is indeed no significant difference in their self-defeating inspirational stories, which are often only used by groups with body anxiety and cannot arouse public emotions.
It's clear that this type of fitness blogger is saturated.
In addition, fitness and weight loss are not like food and beauty, and the content is difficult to differentiate, so the flow pattern is quite stable and can not hold a new top stream for many years.
Now to and Pamela, Saturday wild diversion, the difficulty is obvious.
Therefore, a new group of rising fitness bloggers are no longer obsessed with seeking professional breakthroughs, and will shift their focus to shaping people.
Their bitter tongue, or incisive, or warm style of creation, unexpectedly quickly circle fans, many of which are ordinary viewers who want to be happy.
Fitness Hu in the short video fighting for many years, the early works are more mixed, the heat is always flat.
But old fans found his sense of humor very early on, often in the comment area to ridicule "Hu brother funny sense" "delayed by the fitness of the joke hand."
The meme of "exercise facial muscles with old Hu" slowly danced out of the circle, and even aroused the curiosity of netizens who did not lose weight.
Perhaps inspired by this, Lao Hu completely took the poisonous tongue route this year.
He a "fat" shouted immediately crazy output, self-directed and self-performing funny little theater, the connotation of weight loss party all kinds of magic behavior.
In the way of ridicule on the value, the irony to play into the content of the code, even passers-by are unable to stop, Lao Hu's fans soared to more than 3.5 million.
Xiu Xian, Xiao Li and other bloggers also rely on the "mouth" to stand out, quite popular fans.
Juweisha, Sun Liangxuan, Midori Lau bloggers take the warm route, through the output of views, boring professional knowledge becomes easy to understand, the audience in a relaxed atmosphere more to listen to.
It is not difficult to see that the audience psychology of several generations of fitness bloggers is significantly different.
Previous generations were professional coaches who served as vehicles for the ideal projection of fans;
The new crop of fitness bloggers is very neighborly, accompanying and urging fans to change;
The former is oriented to the circle, except for specific groups, ordinary passers-by can hardly understand its charm;
The latter is for the public, even if we do not lose weight, occasionally listen to free talk shows, are also interested?
Second, spell professional, there is no way out
Weight loss is an eternal topic, and fitness is also a long-established category in short videos, but it is also a fact that its development can not catch up with the pace of fashion and beauty.
In the end, the limitations of creation are too obvious, the most common is the excessive focus on professional, the lack of real public works.
The standardized fitness content must be circular, and the communication space is limited.
In the past two years, fitness content has shown a trend of explosion, KEEP, Letke and other collections of a large number of courses, and supporting intelligent training plans, through big data to complete accurate matching, enough to meet the personality needs of the fat reduction party and the fitness party.
Fitness, a professional vertical, is usually not easily eaten by a comprehensive platform.
B station, Weibo, small red book and other platforms, fitness content experienced a concentrated outbreak, then fell into a long period of stagnation.
In addition, our ordinary people lose weight in stages, success or not will become no longer active until completely lost.
Fitness blogger, make money
In short, it is not easy to broaden the depth and breadth of pure fitness content.
Beauty, financial management, knowledge and other categories have also faced the same dilemma, and finally rely on generalized expressions to survive.
Therefore, looking for more vivid forms, stronger interactions, and more interesting content has become the direction of fitness.
The new crop of fitness bloggers has seized on this.
The bar for fitness and weight loss is too high for us to cross. But if it's a way of life, anyone can say something, and no one has lived.
Especially in recent years, health care can be a hot social topic, men and women all have to talk.
In this way, we have seen many fitness bloggers compete with marketing posts in short videos this year.
Their creative ideas are basically the same: on the basis of breaking a certain popular way of life, to build their own theoretical system.
Popular concepts such as ketogenic diet, low-carbon diet, and celebrity slimming recipes have been overturned and become "extreme operations" and "IQ taxes" in the mouth of fitness bloggers.
This content already has its own traffic, and the representatives of the various parties often quarrel with each other, which makes it more attractive.
Fitness blogger, make money
Not to mention, after following the fitness Hu video, many people have found themselves going a lot of ways, including hard candy King.
It turns out that eating vitamins without eggs, fruit instead of dinner is a joke, massage can slim legs. Fans are feeling that "the content is too real", and the fitness blogger's "nesting doll anti-fake" has won a victory.
Even with professional content, fitness bloggers intentionally go in the direction of general knowledge.
They simply popularize the principle of increasing muscle and reducing fat, extend the fitness topic into a healthy life, and ensure that ordinary people love to hear it with interesting interpretation.
Many friends click on the videos of bloggers such as Juweisha and Midori Lau, just want to feel the difference in the world, and sigh "unclear feeling severe".
Short videos attract viewers, and live broadcasts achieve fan precipitation.
In the works of fitness bloggers such as Lao Hu and Xiao Li, they often bury a few Easter eggs to guide interested fans into the broadcast room.
Obviously, from people to creation to realization, this group of fitness bloggers have made new exploration, and there is also an opportunity to brew out greater industrial value.
Third, the business of fitness bloggers
Compared with the live selling classes of fitness bloggers, the old Hu's e-commerce with goods play is obviously more imaginative.
Hard Candy happened to watch one of Hu's livestreams, and it was a thigh-slapping shock.
He led the audience to practice in the first half, occasionally explaining the necessary fitness knowledge.
At the end of the training, all the staff were tired and half dead, and Hu took out the product in front of the screen with a smile and seamlessly switched the mode of bringing goods.
Fitness blogger, make money
Good. Really good.
Compared with other Internet celebrities, hard sugar King really feels that fitness bloggers have more advantages.
People's inertia is very strong, and friends who have reduced weight know the most bitter, so they have the imaginary pleasure of "collecting is equal to doing".
Now in the fitness blogger broadcast room, the end of "self-harm" and then move the finger shopping, the instant pleasure is full.
Personally, after an hour of exercise, the novice almost lost his mind.
In this case, they hear the words "fat reduction savior" and "low card essential", and their minds are all about buying and buying, and buying can be thin.
Such a real and can feel the contrast, so that people are aware of how difficult it is to step on the leg, it is better to "shut up" first.
Before pursuing the dream with the goods circle, the realization of fitness bloggers has been an insurrectable problem, and there are only three conventional ways of brand cooperation, course sales and self-created brands.
The first two resources are limited, the top stream can also compete, and most bloggers are not qualified to start at all. The latter one is extremely difficult, and even Saturday Wild's head has not made a success.
Now well, live with goods can not only break the ceiling of the traditional cash scale, but also accommodate more waist and tail fitness bloggers.
What's more, at the moment when health food is crazy, brands also need the hard recommendation of these Kols.
Over the years, the health food market has been large and innovative.
In the past, brands focused on functional and meal replacement categories, such as exercise supplements, chicken breasts, milkshakes, and so on. These food audiences and scenes have many limitations, and it is difficult to maintain high growth after reaching a certain market share.
The direction of more money is undoubtedly to jump out of the target user and cater to the public health concept.
Simply put, they have to serve a broad group of people beyond fat loss and muscle gain, so that they are also willing to participate in consumption. Like zero calorie sparkling water from Genki Forest.
With this trend, healthy food has reached new heights this year.
Bread, yogurt, drinks low card route even if, moon cakes, potato chips, ice cream and other heat bombs also shouted "0 sugar 0 fat" slogan.
Even Turkey noodles and spiral rice noodles are standing in the low-calorie team, and it is no wonder that some people have the illusion that "eating this can be thin". Shark Fitt, pastoral, seven years five seasons, low card Doctor and other brands.
It is under the influence of fitness bloggers that the new consumer market continues to open.
According to the person in charge of a health food, many brands are easily able to open the conversion link of short video, live broadcast and e-commerce by copying the new consumption of beauty makeup and drinks.
Dr. Low calorie was originally a short video blogger who shared a healthy diet and video calorie test, accumulated a certain amount and started to create his own brand, and sold good results with short video grass planting.
In recent months, the brand has made frequent appearances on the airwaves of fitness bloggers, and so has its popularity.
However, a good health food formula requires a comprehensive nutritional system, and many products on the market do not meet the relevant standards.
In the evaluation of Dr. Low card's products, there are many consumer feedback problems such as rough packaging, short shelf life, and unstable quality control.
The pastoral mislabeling of product heat events, but also tore open a health food brand wound.
Fitness blogger, make money
Idyllism has now given a solution, but consumers are still shrouded in the shadow of "eating more and more fat", and this crisis of trust affects other brands.
Countless fans hunt down the broadcast room, fitness bloggers sell whole wheat bread, and from time to time, they have to hold up a stack of certificates to prove themselves.
However, as long as our body anxiety is not eradicated, fitness bloggers can continue to hold sway.
Even if they overturn the car, the next wave of new people can still step on the predecessors - with "fake health food" and "puzzle whole wheat lies" to harvest new traffic.
In 2019, hard sugar Jun interviewed a fitness blogger with millions of fans, and talked about the topic of realization, the other party was full of bitterness: the advertisement could not be picked up a few times a year, the line class could not be sold, and the joint product was not much.
In short, no money to make, everyone envy fashion bloggers, food bloggers.
Three years later, it's someone else's turn to envy the gym world.
During the epidemic, the number of people who stay at home and eat Haixi has expanded, and weight loss programs have to be put on the agenda.
Weibo, small red book several platforms, sports content exploded, Pamela, Saturday wild and other fitness bloggers followed the fire a round.
Once they get back to normal life, many people forget about their weight loss goals.
Fitness ring dust, yoga mat snow, the wind of national fitness is finished.
Fitness god has also been lined up to sit, and it is logically difficult to run out of new net celebrities in a short time.
However, a group of fitness bloggers have found a new way to bypass the medium and long videos of their predecessors and focus their operations on short videos and live broadcasts.
They attract core users through vertical content, and also leverage incremental fans with generalised creative ideas.
The iteration and expansion of fitness bloggers has also spawned new business opportunities, affecting the entire industry upstream and downstream.
Many emerging health food brands are using these "traffic grips" to successfully capture countless young consumers and quickly complete the harvest in a very short conversion chain.
The idyllism that overturned the car not long ago is a typical example.
Brand dads are being questioned, and fitness bloggers carrying goods are also to blame.
Can they still make money in the broadcast room? Perhaps it depends on how this calamity is passed and how this "lie" is rounded.
First, sports than busking?
Many people go to fitness bloggers' studios not to learn about exercise, but to find abuse or listen to stand-up comedy.
The short video breaks the iron law of "who is professional, who is growing fans" in the fitness circle, and the creators have to fight for their skills here.
For more than a decade, from Zheng Duoyan to the swan arm lady, to Pamela, Saturday Wild, several generations of fitness bloggers are professionally popular on the Internet.
Their video content is very hardcore, a lot of hard work on the field, compared to the ruthless.
Say Pamela, the new top of the gym. Her video has just been transported to China, netizens succumb to its celestial physical strength, have given the name "human intelligence" and "devil sister".
With a famous name, Pamela began to be widely concerned by the masses, accumulating millions of fans on various platforms.
In addition to professionalism, the body of several generations of online red bloggers in the fitness circle generally has no other distinct communication points, and the people set up a high degree of overlap.
There is indeed no significant difference in their self-defeating inspirational stories, which are often only used by groups with body anxiety and cannot arouse public emotions.
It's clear that this type of fitness blogger is saturated.
In addition, fitness and weight loss are not like food and beauty, and the content is difficult to differentiate, so the flow pattern is quite stable and can not hold a new top stream for many years.
Now to and Pamela, Saturday wild diversion, the difficulty is obvious.
Therefore, a new group of rising fitness bloggers are no longer obsessed with seeking professional breakthroughs, and will shift their focus to shaping people.
Their bitter tongue, or incisive, or warm style of creation, unexpectedly quickly circle fans, many of which are ordinary viewers who want to be happy.
Fitness Hu in the short video fighting for many years, the early works are more mixed, the heat is always flat.
But old fans found his sense of humor very early on, often in the comment area to ridicule "Hu brother funny sense" "delayed by the fitness of the joke hand."
The meme of "exercise facial muscles with old Hu" slowly danced out of the circle, and even aroused the curiosity of netizens who did not lose weight.
Perhaps inspired by this, Lao Hu completely took the poisonous tongue route this year.
He a "fat" shouted immediately crazy output, self-directed and self-performing funny little theater, the connotation of weight loss party all kinds of magic behavior.
In the way of ridicule on the value, the irony to play into the content of the code, even passers-by are unable to stop, Lao Hu's fans soared to more than 3.5 million.
Xiu Xian, Xiao Li and other bloggers also rely on the "mouth" to stand out, quite popular fans.
Juweisha, Sun Liangxuan, Midori Lau bloggers take the warm route, through the output of views, boring professional knowledge becomes easy to understand, the audience in a relaxed atmosphere more to listen to.
It is not difficult to see that the audience psychology of several generations of fitness bloggers is significantly different.
Previous generations were professional coaches who served as vehicles for the ideal projection of fans;
The new crop of fitness bloggers is very neighborly, accompanying and urging fans to change;
The former is oriented to the circle, except for specific groups, ordinary passers-by can hardly understand its charm;
The latter is for the public, even if we do not lose weight, occasionally listen to free talk shows, are also interested?
Second, spell professional, there is no way out
Weight loss is an eternal topic, and fitness is also a long-established category in short videos, but it is also a fact that its development can not catch up with the pace of fashion and beauty.
In the end, the limitations of creation are too obvious, the most common is the excessive focus on professional, the lack of real public works.
The standardized fitness content must be circular, and the communication space is limited.
In the past two years, fitness content has shown a trend of explosion, KEEP, Letke and other collections of a large number of courses, and supporting intelligent training plans, through big data to complete accurate matching, enough to meet the personality needs of the fat reduction party and the fitness party.
Fitness, a professional vertical, is usually not easily eaten by a comprehensive platform.
B station, Weibo, small red book and other platforms, fitness content experienced a concentrated outbreak, then fell into a long period of stagnation.
In addition, our ordinary people lose weight in stages, success or not will become no longer active until completely lost.
Fitness blogger, make money
In short, it is not easy to broaden the depth and breadth of pure fitness content.
Beauty, financial management, knowledge and other categories have also faced the same dilemma, and finally rely on generalized expressions to survive.
Therefore, looking for more vivid forms, stronger interactions, and more interesting content has become the direction of fitness.
The new crop of fitness bloggers has seized on this.
The bar for fitness and weight loss is too high for us to cross. But if it's a way of life, anyone can say something, and no one has lived.
Especially in recent years, health care can be a hot social topic, men and women all have to talk.
In this way, we have seen many fitness bloggers compete with marketing posts in short videos this year.
Their creative ideas are basically the same: on the basis of breaking a certain popular way of life, to build their own theoretical system.
Popular concepts such as ketogenic diet, low-carbon diet, and celebrity slimming recipes have been overturned and become "extreme operations" and "IQ taxes" in the mouth of fitness bloggers.
This content already has its own traffic, and the representatives of the various parties often quarrel with each other, which makes it more attractive.
Fitness blogger, make money
Not to mention, after following the fitness Hu video, many people have found themselves going a lot of ways, including hard candy King.
It turns out that eating vitamins without eggs, fruit instead of dinner is a joke, massage can slim legs. Fans are feeling that "the content is too real", and the fitness blogger's "nesting doll anti-fake" has won a victory.
Even with professional content, fitness bloggers intentionally go in the direction of general knowledge.
They simply popularize the principle of increasing muscle and reducing fat, extend the fitness topic into a healthy life, and ensure that ordinary people love to hear it with interesting interpretation.
Many friends click on the videos of bloggers such as Juweisha and Midori Lau, just want to feel the difference in the world, and sigh "unclear feeling severe".
Short videos attract viewers, and live broadcasts achieve fan precipitation.
In the works of fitness bloggers such as Lao Hu and Xiao Li, they often bury a few Easter eggs to guide interested fans into the broadcast room.
Obviously, from people to creation to realization, this group of fitness bloggers have made new exploration, and there is also an opportunity to brew out greater industrial value.
Third, the business of fitness bloggers
Compared with the live selling classes of fitness bloggers, the old Hu's e-commerce with goods play is obviously more imaginative.
Hard Candy happened to watch one of Hu's livestreams, and it was a thigh-slapping shock.
He led the audience to practice in the first half, occasionally explaining the necessary fitness knowledge.
At the end of the training, all the staff were tired and half dead, and Hu took out the product in front of the screen with a smile and seamlessly switched the mode of bringing goods.
Fitness blogger, make money
Good. Really good.
Compared with other Internet celebrities, hard sugar King really feels that fitness bloggers have more advantages.
People's inertia is very strong, and friends who have reduced weight know the most bitter, so they have the imaginary pleasure of "collecting is equal to doing".
Now in the fitness blogger broadcast room, the end of "self-harm" and then move the finger shopping, the instant pleasure is full.
Personally, after an hour of exercise, the novice almost lost his mind.
In this case, they hear the words "fat reduction savior" and "low card essential", and their minds are all about buying and buying, and buying can be thin.
Such a real and can feel the contrast, so that people are aware of how difficult it is to step on the leg, it is better to "shut up" first.
Before pursuing the dream with the goods circle, the realization of fitness bloggers has been an insurrectable problem, and there are only three conventional ways of brand cooperation, course sales and self-created brands.
The first two resources are limited, the top stream can also compete, and most bloggers are not qualified to start at all. The latter one is extremely difficult, and even Saturday Wild's head has not made a success.
Now well, live with goods can not only break the ceiling of the traditional cash scale, but also accommodate more waist and tail fitness bloggers.
What's more, at the moment when health food is crazy, brands also need the hard recommendation of these Kols.
Over the years, the health food market has been large and innovative.
In the past, brands focused on functional and meal replacement categories, such as exercise supplements, chicken breasts, milkshakes, and so on. These food audiences and scenes have many limitations, and it is difficult to maintain high growth after reaching a certain market share.
The direction of more money is undoubtedly to jump out of the target user and cater to the public health concept.
Simply put, they have to serve a broad group of people beyond fat loss and muscle gain, so that they are also willing to participate in consumption. Like zero calorie sparkling water from Genki Forest.
With this trend, healthy food has reached new heights this year.
Bread, yogurt, drinks low card route even if, moon cakes, potato chips, ice cream and other heat bombs also shouted "0 sugar 0 fat" slogan.
Even Turkey noodles and spiral rice noodles are standing in the low-calorie team, and it is no wonder that some people have the illusion that "eating this can be thin". Shark Fitt, pastoral, seven years five seasons, low card Doctor and other brands.
It is under the influence of fitness bloggers that the new consumer market continues to open.
According to the person in charge of a health food, many brands are easily able to open the conversion link of short video, live broadcast and e-commerce by copying the new consumption of beauty makeup and drinks.
Dr. Low calorie was originally a short video blogger who shared a healthy diet and video calorie test, accumulated a certain amount and started to create his own brand, and sold good results with short video grass planting.
In recent months, the brand has made frequent appearances on the airwaves of fitness bloggers, and so has its popularity.
However, a good health food formula requires a comprehensive nutritional system, and many products on the market do not meet the relevant standards.
In the evaluation of Dr. Low card's products, there are many consumer feedback problems such as rough packaging, short shelf life, and unstable quality control.
The pastoral mislabeling of product heat events, but also tore open a health food brand wound.
Fitness blogger, make money
Idyllism has now given a solution, but consumers are still shrouded in the shadow of "eating more and more fat", and this crisis of trust affects other brands.
Countless fans hunt down the broadcast room, fitness bloggers sell whole wheat bread, and from time to time, they have to hold up a stack of certificates to prove themselves.
However, as long as our body anxiety is not eradicated, fitness bloggers can continue to hold sway.
Even if they overturn the car, the next wave of new people can still step on the predecessors - with "fake health food" and "puzzle whole wheat lies" to harvest new traffic.