Lucy Kent started posting her workouts on Instagram during the UK lockdown and now has a following of over 73k. Through sharing her own fitness journey online, as well as advice and motivation, Lucy helps thousands of girls with their own fitness journeys. But is being a fitness influencer easy? I spoke to Lucy to find out what it’s like to be an Instagram influencer and how her journey from posting home workout videos to gaining a huge following has changed her life.
What type of content do you create and who does it appeal to most?
I create fitness content on Instagram. My audience is 18-25, mainly women. Most of my followers are beginners on their fitness journey because I make content to help them and motivate them.
How do you engage with your followers?
I’m constantly replying to messages and comments on my posts and Instagram stories. I put up question boxes and polls on my own Instagram stories for my followers to interact with which I’ll then reply to.
How did you grow your platform?
I started my platform in lockdown, and I honestly don’t know how I grew it! I just followed like-minded individuals and lots of fitness people and it’s such a community, everyone supports each other. So, I would comment on their posts, they would comment on mine, and when your posts get more interactions that’s when you start to grow. However, I still say to this day I don’t think I would’ve grown without lockdown!
Did you always know/want social media to be your full-time job?
Absolutely not! I did law at university, so I did want to become a lawyer but in lockdown, I started posting and my account grew. However, I don’t want social media to be my full-time job, I’m currently doing my PT course so I’m hoping to be a personal trainer and an online coach and then just have social media alongside that.
Are your posts/content different now compared to when you first started your account?
Yes, they are slightly different but there are some similarities. The posts content-wise are mostly the same- workout videos and motivational bits. I would say the thing that has changed the most is the quality; I won’t just put out anything, I’ll put out things I am proud of. I used to post every day, no matter what, even if I didn’t have anything to post I would just chuck something up. Whereas now I don’t mind missing a day, it’s more about quality over quantity.
What was your first brand partnership?
My first brand sponsorship was Werewolf clothing, I’m not even sure if they are around anymore. They sent me clothing and I posted myself wearing it, but I didn’t get paid for it.
Briefly, how do brand collaborations work?
There are different types of brand collaborations. You can be an affiliate which means the brand will send you products or they will give you an allowance each month to spend on their shop. You will usually have a discount code for this brand which will give you a small amount of commission if people use it. There is gifted which means a brand will send you a product and you just post about it, sometimes you don’t even have to post about it. You can be sponsored by a brand which means you get paid a certain amount each month and then you have certain deliverables. For example, you would have to post four times a month on Instagram for that brand. You can also be an athlete for a brand which means you earn a salary from them.
If there is one thing you could change about social media, what would it be?
One thing I would change is people thinking you are not a real person. People just send me DMs when they want something and don’t even say ‘hey’ or ‘how are you?’ or ‘please’, just demanding something from me. For example, people ask for free fitness advice, and of course, I’m completely happy to give it but obviously, when it’s my job, it’s a little bit different. Also, some people can just be mean!
Do you like to call yourself an ‘influencer’? What about celebrity?
No, I do not call myself an influencer or a celebrity, I am just me. I am just into fitness, so I post content about it and I have a little bit of a following. I am not an influencer and definitely not a celebrity!
Do you think the fitness industry on social media is oversaturated or do you think there is still room for people to grow their accounts?
I think there will always be room for people to grow their accounts. I do think it is oversaturated yes, however there is always a different path to go down and if you are being you and showing you as a person and showing your niche, I think there is always a chance to grow.
Where do you see your platforms going in the next few years?
I mean if you had asked me this a year ago, I would have probably said growing and expanding my platform. Now, I just want to focus on the followers I have and extend their knowledge, so posting more knowledgeable content and helping people as much as I can. I guess if growing my account happens as well then that’s great! I want to work on my own business, probably posting a bit more business content like transformation pictures of my clients but yeah, probably just the same sort of stuff.
What have been the proudest moments of your career so far?
I think working with Women’s Best and My Protein have been my biggest achievements. Simply because I used to buy and wear their products all the time without being partnered with them, it feels a bit surreal.
Written by Charlotte Brooks