The body positivity movement has been around for years, and brands and marketers have begun to notice its power. While we’re still seeing perfectly polished models and airbrushed ads, there has been a significant move toward embracing the notion of inclusivity.
That’s true for print ads and on social media platforms. Here are three success secrets to help you become a force for body positivity on social media.
Understand the Why
Before you begin to create body positive campaigns, it helps to understand why it’s important. And to do that, you need to consider the role that social media and influencers play in creating unrealistic body standards. Research shows that media exposure to the “ideal image” is linked to increasing numbers in eating disorders, body image problems and low self-esteem.
- Aparicio-Martinez, P.; Perea-Moreno, A.-J.; Martinez-Jimenez, M.P.; Redel-Macías, M.D.; Pagliari, C.; Vaquero-Abellan, M. Social Media, Thin-Ideal, Body Dissatisfaction and Disordered Eating Attitudes: An Exploratory Analysis. Int. J. Environ. Res. Public Health 2019, 16, 4177.
- USA Today. (2014). Social Media Helps Fuel Some Eating Disorders.
- Spettigue, W. & Henderson, K. (2004). Eating Disorder and the Role of the Media. Canadian Child and Adolescent Psychiatry Review, 13(1), 16–19.
- The Atlantic. (2015). Overcoming an Eating Disorder with Instagram.
Many influencers spend hours posing and editing to get the “perfect” photo. Consumers are over it and there’s been a backlash against unrealistic beauty standards. Increasing body positivity among influencers and marketing campaign may well be the antidote to the toxic environment.
Don’t Be Afraid to Blaze Your Own Trails
Standing out in a crowded influencer marketing arena requires an unflinching willingness to buck the norms. When it comes to body positivity on social media and in the larger marketing landscape, it’s marketers like you who are poised to make lasting change.
Consider the impact Aerie made on the industry when it announced in 2014 that it was ditching airbrushing and embracing body positivity. It also committed to using more diverse models that reflect all body shapes and sizes, skin tones and ethnicities. That diversity was an integral part of its #AerieReal campaign. And the results were astounding, as the company saw a 20 percent increase in sales in that year alone.
Carefully Craft Your Message
Other brands soon got on the band wagon too. Dove is one of the most notable. Its “Campaign for Real Beauty” used everyday people instead of models. And the messaging centered on encouraging self-esteem to help women feel beautiful just as they are. Shapewear companies like Spanx, Heist and Shapermint have all gotten in on the body positivity movement too. The marketing messages these brands are sending are less about fixing flaws and more about doing what makes you feel comfortable and good about yourself.
Go Beyond Social Media
To be successful, you need to incorporate inclusivity in every aspect of your marketing campaign. Carefully consider how your campaigns can stand out, starting with these three tips:
- Be Authentic: Buyers crave authenticity, so keep your campaign true to your brand. Also, use influencers who are trusted, credible and resonate with your target audience.
- Find Your Unique Spin: Don’t parrot what other brands are saying. Find a fresh take on things that will help your campaign stand out.
- Brand Values First: Put brand values first, and allow your product or services to reinforce those values.
Body positivity on social media is more than just a trend. It’s an important element to thoughtful marketing campaigns that resonate with consumers. Working with the right influencers is one of the most important success secrets for any campaign. Discover influencers who can enhance your campaign with IZEAx Discovery, the largest marketplace of its kind.
