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“Sex sells” has been a mantra in marketing for decades. As researchers who study consumer behavior, we’ve seen plenty of evidence to support this: attractive models and spokespeople have been shown to reliably capture attention, increase clicks, and make products more desirable.
But our new research shows that in a digital world full of influencers – trusted tastemakers with large online followings – being too personable may actually backfire, especially in the fitness realm.
We call it the “beauty backfire effect,” and we put it to the test in a series of lab experiments.
We showed hundreds of study participants fake Instagram posts from fake fitness influencer accounts. The posts were identical in every way, except for one main difference: how attractive the influencer was. We solved this by asking independent raters to rate photos of real influencers ahead of time.
The results were surprising: We found that highly attractive fitness influencers – or “fitfluencers” – received fewer likes and followers than their moderately attractive peers.
Why? Because people considered him less trustworthy.
In fact, in one of our studies, people who viewed a highly attractive fitfluencer reported having lower self-esteem afterward. In contrast, viewing a moderately attractive fitfluencer slightly increased some participants’ self-confidence, possibly because the image felt more attainable.
Interestingly, the backfire effect of beauty was not as strong in other areas. When we ran the same experiment with finance influencers in the mix, presence didn’t matter as much. Of course, this isn’t entirely surprising. For a financial coach, looks are not tied to credibility. Meanwhile, for a fitness coach, they are central.
But the adverse effect of beauty is not inevitable. In the final analysis, we explored whether self-presentation style could close the relatability gap.
When highly attractive influencers adopted a humble tone, sharing their struggles, training challenges or fitness plateaus, the engagement gap disappeared, we found. But when they adopted a pompous tone, boasting about their natural talent or extraordinary dedication, the gap became even bigger.
This suggests that politeness can be a powerful communication tool for influential people who might otherwise seem “out of reach.”
why it matters
Fitfluencers rely on their presence as a type of goodwill. A well-built physique indicates expertise in health and wellness. But engagement isn’t just about how good someone looks on camera. It’s about whether followers feel they can connect with them.
This is where relativity comes in. Audiences connect with Fitfluencers who feel like real, accessible versions of themselves. But excessive attraction does the opposite: It turns an attainable goal into an impossible ideal, and alienates what should be motivating.
This effect is consistent with classic social comparison theory. People judge themselves in relation to others. If the difference between yourself and the fitfluencer seems too big, the comparisons become discouraging, not motivating. In other words, the more “perfect” the fitfluencer looks, the less confident followers are that they can actually be like them – and the less likely they are to engage.
Social media platforms are paying attention. These days, TikTok, Snapchat and other outlets build their appeal on candid, authentic content rather than polished, airbrushed imagery. In this new landscape, perfection may be a liability.
About the authors
Andrew Edelblum is an assistant professor of marketing at the University of Dayton and Abby Frank Ph.D. Are. Candidate in the Lundquist College of Business, University of Oregon. This article is republished from Conversation Under Creative Commons license. read the original article,
Our research shows that excessive attractiveness can capture attention but weaken connections, the real currency of the influencer economy. For brands and creators, the path is clear: success may depend less on looking flawless and more on looking genuine.
what will happen next
Our findings raise new questions about how beauty shapes influence online.
For example, gender appears to matter. In a follow-up study, highly attractive female fitness influencers suffered stronger backlash than equally attractive men, perhaps reflecting a broader societal tendency to judge women’s looks more harshly. Future research could explore whether similar biases also apply to other visual characteristics, such as race or disability.
Its impact may extend beyond fitness. Industries built around appearance – fashion, beauty or lifestyle content – may show similar patterns.
Ultimately, not all audiences respond the same way. Newcomers to fitness or young users who are still finding their niche may fall victim to negative comparisons, especially with highly attractive fitfluencers. Understanding these differences can help creators and platforms foster healthy engagement online.