Kayla Itsines: Poster Child for Non-Celebrity Endorsements?

Rachel Majors

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Online influencers have shaped the way we engage with different products. By seeing success stories of people like us, we start to feel confident in or curious about a product that may have seemed unattainable before, especially if it was previously endorsed by a celebrity. Recipes, holiday decorations, and even fitness routines seem to work into our busy lives better when showcased by a relatable influencer.

Kayla Itsines is a perfect example of an online influencer that has taken a product, her fitness guides, and made them irresistible by sharing user results on her social channels. She created a photo plan within her guides so that users take a photo in the same outfit every week to see results without using a scale. Users can then send before and after photos to be featured on Itsines’ channels. It’s the perfect content cocktail – real people using a product then showing unedited results to feature on social for all to experience. It’s motivating, positive, and the content is always changing to continue to engage followers.

So why does this work? In a survey published by Collective Bias earlier this year, it was revealed that nearly one-third of consumers are more likely to purchase a product by a non-celebrity blogger, like Kayla Itsines, than a celebrity. We trust people like us and rely on recommendations to feel confident in using or buying a product. She’s balancing life just as we are and sharing the results from those who have benefitted from incorporating the fitness guides into their limited schedules.

Content has the power to influence, as long as you have the right people producing it. To read more about Itsines and her content success, you can visit the original article on Yahoo here.

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