The Truth about Brand Endorsement
Editor: Thomas R Baragona
As Peter Griffin would say… You know what grinds my gear?!?!
We have all seen it! The so-called Instagram famous “Athlete” posting themselves in front of exotic cars, mansions, lofts, and even with frenchie puppies. In most cases, they are giving the younger generation a false sense of hope in terms of portraying how supposedly easy it is to become like them by just “grinding”, employing their “training program” methods and their “online coaching”. On top of that, many of these Instagram “Athletes” don’t even write their own “training programs” and they may not even believe in their own advice! Their job is to depict a glamorous lifestyle — and often times posting pictures in front of high end luxury items like fancy cars — in order to convince their audience that this is something that the fitness industry can somehow help them achieve. For many of them, their “contract” with the brands they are representing demands that they engage in the previously described forms of marketing via Instagram. The sponsorship requirements for athletes varies from brand to brand. Typically, the athletes who are reasonably popular (via Instagram or otherwise) and are sponsored by multiple brands (or at least one major brand) are so busy with photoshoots for product promotion, attending meet and greet events, and creating online video content that they rarely have the time to sit down and respond to individual client questions (such as through Q&A’s), even if you have already purchased or signed up for their “customized package”.
Don’t even get me started on the “30-days challenge” program bullshit!! Have you seen those side by side comparison pictures? To some of them you might say, “My gosh! 30 days?!? No F***ing way!” And you are absolutely right in having your doubts! Some of the trainers involved don’t even possess the professional certification or credentials to be distributing those programs, and yet they are charging outageous amounts of cash in exchange for their programs. Remember, if it sounds or seems too good to be true, it usually is.
Do the products they represent really work?- Strategic product placement in advertising has been one of the fundamentals for many businesses and companies for generations. That’s not a bad thing, as it’s been proven successful millions of times. However, chances are those “Athletes” didn’t just become buffed or shredded after they endorse those products. Sculpting an impeccable body and physique requires years of dedication and strict customized programing, a tremendous amout of self-declipine, and individual results will vary depending on his or her body type and genetic makeup. Sorry to burst your bubble, but there is no such a thing as a “universal” training program — or as the fitness industry calls it, a “cookie cutter” program. Do youself a favor, before you buy into anything…I mean ANYTHING, do some actual research!
Conclusion- I am not here to wage an all out war against IG / Social Media-famed athletes, brand-sponsored personnel, or celebrities, nor against advertisement or self promotion on social media platform by any means. In fact, I believe such a platform is the best FREE tool we have to get the word out faster (and faster than ever before). I am just simply here to talk about the integrity and honestly that should be involved when it comes to interacting with individuals who have become famous via IG, Facebook, Twitter, and etcetera. Sometimes, it only takes a few “bad apples” to tarnish the reputation of any sort of social media platform or their celebrities (unfortunately), and I do not wish that upon anyone in any industry. I simply advise that you use caution whenever money is involved because in every industry you will encounter some individuals and corporations who operate with a high level of integrity, as well as some who do not.
A little side note….
However, before I end this, I want to clear something up. Yes, I am currently a brand ambassador myself. Before you all start calling me a hypocrite, please allow me to explain my process to you….
Over the last couple of months, numerous brands have reached out to me via social media, asking if I’m interested in becoming their brand ambassador.
My selection process is simple. My philosophy is that I will rep the brands that I strongly believe in and are compatible with my beliefs as to what fitness and nutrition are all about. There are many brands on the market that are not consistent with what they say they try to be, and it’s diminishing the reputation of the fitness industry as a whole. My goal is to restore the faith of the general public through exclusively representing trustworthy and honest brands, one at a time. It will not be an easy process, but honesty is the best policy in any business.
Last but not least, I would like to invite you to check out my professional social media profiles (listed below). As you will see, I do not have 5K-plus followers with 500 likes on any given post, but that’s ok! All I know for certain is that I’m sticking with my integrity and I’m cultivating a positive reputation by using the products I promote daily. Whenever I see results, I’ll share the details with you! I am on my own “guinea pig”!
Instagram: eatingorlifting_24
