The Study

The research, published in the International Journal of Information Management, aimed to provide insights into the effectiveness of various types of social media content for promoting physical activity. It examined factors such as how users use social media, how they perceive t fitness content, and their intentions regarding exercise after viewing the content.

The Methods

The research is composed of two parts that investigate the factors that influence social media engagement and its influence on participants engaging in movement in the UK. The first study, based on existing online content and the trust in information published on social media, analysed exercise participation as a result of fitness content on social media.

The second part, based on the findings of the first study, investigated what type of specific information published on social media can generate a greater impact on the promotion of physical activity and the motivate individuals to improve their current levels of fitness.

The study examined factors such as user engagement levels, perceptions of the content, and intentions regarding physical activity.

The Results

• The study revealed that social media users engaged more with fitness content when it featured individuals who deviated from conventional perceptions of thinness and muscularity.
• Highlighting the intrinsic benefits (how training makes us feel) of sports and fitness practices resonated particularly positively with the participants.
• Aligning individuals with the same gender as the user appeared vital for engagement.
• Although nuanced, these insights provide valuable guidance for tailoring content to maximise its impact on users and enhance their motivation to get fitter. It can also give you an insight into what type of social media content is likely to give your motivation the biggest boost.

The Conclusion

The study concluded that users engaging with social media content focused on physical activity had the potential of increased intentions to improve their physical fitness. The study emphasised the importance of featuring individuals with varied and realistic body types, while highlighting the intrinsic benefits of physical activity related to personal wellbeing. It also showed that aligning individuals with content from those of the same gender was found to be essential for engagement.

What This Means for Us

The research found that more intrinsically focused content (e.g. how training feels rather than how it makes us look) is more likely to get us moving. This sentiment is echoed in numerous studies examining the value of intrinsic motivators vs extrinsic for exercise adherence.

The findings offer valuable insights for tailoring our content to maximise its impact on our engagement and also encourage the likelihood of us participating in exercise. We can do this by following:

• Credible sources
• Sources that have a focus on the health benefits of exercise rather than just the aesthetics
• A diverse range of different body types from different demographics

Kate is a fitness writer for Men’s Health UK where she contributes regular workouts, training tips and nutrition guides. She has a post graduate diploma in Sports Performance Nutrition and before joining Men’s Health she was a nutritionist, fitness writer and personal trainer with over 5k hours coaching on the gym floor. Kate has a keen interest in volunteering for animal shelters and when she isn’t lifting weights in her garden, she can be found walking her rescue dog.