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One of the influencers that I follow is Christian “Swole” Ricketts. In the past 4-5 years, he has been an undeniable force in the fitness space on all social media platforms. His current fiancé’ has done the same thing, so their presence on social media was only strengthened by their relationship and viewers shipping the entire life that they live together. I picked Christian Ricketts because one of the reasons that he has made waves in the community is the tactics that he uses and how quickly he did it. He is now sponsored by multiple major brands within the fitness space, which allows his reach to become even greater than just his followers. This allows him to continue to bring more people into his realm and make them loyal to him and his content.  

Today, social media is the new form of word-of-mouth marketing and has completely changed the rules of marketing. From a study conducted in 2017, there were almost 200 million pieces of content posted per minute. Specifically, this massive increase in social media marketing has led to an increased effect by influencers on the everyday choices and habits of viewers. This trend makes social media marketing much more effective in fitness and personal health spaces. 

Christian Ricketts major strategy is the sheer volume of content that he posts. Early in his social media career, he was posting content what felt like constantly on all social media platforms. This allowed viewers to see his face and understand what he was all about over and over again. This repeated sighting eventually draws people in and allows them to buy into the idea that you’re attempting to promote. Something else that he does well specifically when promoting brands is how he incorporates the product into his everyday life. Every product that he’s doing a brand deal for is done after he familiarizes himself with the product and has been able to incorporate it into his life. This typical use type of content allows viewers and followers of his to see the possibilities of this product, and because of who it’s coming from the viewer already trusts the product and is driven to buy it. This same type of strategy is used for the brands that he works with routinely, and he’s even become a major face of one of the brands – GymShark. This allows loyal followers of his that may not have previously bought GymShark apparel to be influenced into doing so. This is mutually beneficial for Christian and GymShark.  

The entire idea of marketing perspective is to drive greater interaction and relationship between customer and business. It does this by building trust and meeting consumer needs. Oftentimes consumers purchase items because they recognize the way that that thing will solve a perceived problem in their life. If for every problem that a consumer has, there’s a reliable company that they know they can go and will never have the need to shop elsewhere, that consumer will continue to revisit that business. This highlights the importance of marketing perspective. The company has a life-long customer, and the customer has life-long solutions. Brands capitalize from this type of relationship when they intentionally use consumer feedback to understand needs. 

Byrne, E., Kearney, J., & MacEvilly, C. (2017). The Role of Influencer Marketing and Social Influencers in Public Health. Proceedings of the Nutrition Society, 76(OCE3). https://doi.org/10.1017/s0029665117001768 

Kucher, S. (2024, May 20). Relationship Marketing for Sustainable Growth. 

Www.simon-Kucher.com. https://www.simon-kucher.com/en/insights/building-customerloyaltyrelationship-marketing-sustainable-growth