Home fitness copywriting explodes

The core logic of this wave of popular home fitness copywriting is not that the national fitness craze suddenly reaches a new peak, but that ordinary people who have long been suppressed by the three mountains of "professional threshold, time cost, and body anxiety" are finally emotionally stimulated by content that meets the demand point of "zero burden, adaptable to daily life".

I'm not just guessing. I reviewed the content data for a friend who has a fitness account a while ago, and the numbers pulled out in the backend are clear: It's also a vest-line training content, with the title "No need to practice until tired, just 5 minutes a day". The completion rate is more than 4 times higher than the one with "Beginner-friendly, effective in 7 days". The most popular message in the comment area is "Finally, I don't have to worry that I won't feel guilty if I can't hold on after two days of training." A report released by a short video platform last year can also prove it: the annual playback volume of home fitness-related content increased by 230% year-on-year. Among them, the completion rate of content labeled "no need to change clothes" and "zero cost" is 3.7 times that of ordinary professional fitness teaching.

Of course, this wave of explosions also caused a lot of controversy. I know a professional fitness trainer who has been in the industry for 8 years. Recently, there have been three comments in a row in the circle of friends: "You can lose weight by standing next to the sofa. This is all about fooling lazy people. If your core is not tightened and the movements are not standard, who should you look for if you get injured?" 」He said that he had recently received three students who had followed short videos to practice abdominal exercises at home, and the result was a recurrence of lumbar prolapse. He felt that these traffic copywriters were completely irresponsible in order to gain attention, and were essentially eroding the public's trust in fitness.

But Ah Shuang, who has been doing popular fitness science for 5 years, holds the completely opposite view to me. Instead, she thinks this is a good thing because the fitness content is sinking: "Do you think those who follow the training really believe that they can achieve the waistline in 7 days? People just want to change from being paralyzed all day to moving a little bit. It is better than having to change a complete set of equipment and go to the gym for a whole hour when they think about fitness, and they are simply scared and dare not move, right? 」Last year, she made a "Fishing Collection", which is all shoulder and neck relaxation exercises that can be done while sitting at work. The accumulated views have exceeded 10 million. Many people have sent her private messages saying that they never dared to say that they love fitness before, but now they do Fishing twice a day, and the shoulder and neck pain that has been bothering them for several years has been relieved a lot.

Last week, I came across content posted by a post-95s girl who lives in a 10-square-meter rental house. The copy only had one line: "The rental house is too small to fit a yoga mat. I can do 10 sets of movements while standing in the entrance hall." The accompanying video showed her wearing her daily flannel pajamas, holding on to the shoe cabinet in the entrance hall to do side leg raises. Thousands of people posted their own scenes of the same style in the comment area: some people practiced while fishing in the company's fire escape, some practiced on the balcony while waiting for clothes to dry, and some said that when they stood at the door to unpack the packages after picking up the express delivery, they did three sets of calf raises. In half a month, the soreness in their calves was cured.

To put it bluntly, the fitness content in the past few years was too "pretentious". It seems that if you don't wear professional sportswear, don't go to a gym with floor-to-ceiling windows, and don't practice until you're soaked and take a check-in photo, it's not considered fitness. Ordinary people just shy away from seeing the pile of prerequisites. To put it bluntly, the current copywriting is to break down the threshold of fitness: you don’t need to prepare equipment, you don’t need to spend a whole time, you don’t even need to pursue any clear results, you just need to move a few times when you think of it. Do you think everyone can not pay the bill?

I am a typical "fitness deserter". I have applied for three annual fitness passes before, and the total number of times I have gone there is no more than 10 times. Every time I think about changing clothes, bringing a water bottle, and catching the subway to go to the gym during rush hour, half of the energy I just raised is completely exhausted. Last year I came across a "5-minute stretch that you can do while sitting in bed when you wake up", so I followed it with the intention of giving it a try. Unexpectedly, I have persisted until now. Now every day when I wake up, I sit up and stretch my muscles for two minutes while rubbing my eyes. It doesn't feel like "exercise" at all. It is as natural as brushing your teeth and washing your face when you wake up.

In fact, after all, it is the copywriting that is so popular. It is that everyone no longer needs to be kidnapped by "self-discipline" and "perfect body". Fitness should not be a show for a few people, but should be a small habit embedded in daily life. Oh, by the way, while I was stewing the ribs yesterday and waiting for the pot to start, I also did two sets of shoulder and neck stretches. It only took two minutes. It was really comfortable~