Principales Influencers fitness en Colombia y su perfil académico en redes sociales

Abstract

Introduction: It is considered that the influencers (influencers, in English), which is the term commonly used in the environment of social networks. They are people whose communication skills, spontaneity, charisma, among other characteristics that make them stand out, thus influencing the thinking and decision-making of a public called followers. Objective: to identify and characterize the main influencers in the fitness sector in Colombia. Methodology: A search was carried out on web pages about the main fitness influencers in Colombia. An instrument was applied to characterize the influencers according to criteria established by the researchers (type of education: formal or non-formal, type of social network used, number of followers and type of content: scientific or non-scientific). Results: It was possible to identify the 15 main fitness influencers in Colombia. The most used social network is Instagram with an average of 2,063,277 followers. The main influencer on Instagram is Daniel Ospina with 7.2 million followers. Only 6 have professional training, 40% and of these only one has a degree in physical activity and sports. The contents are usually in routines, nutrition, and product offerings. Conclusion: it was found that non-academic fitness influencers have more followers on social networks, most of them do not have formal education focused on sports and do not develop content with scientific support.