Running for the Feed, Not the Finish

In the modern era, long-distance running isn’t only measured in pace or distance; rather, it’s measured in likes and views. The growth of social media platforms like Instagram and TikTok has given runners a platform to share their workouts and document their lifestyles. This has become a powerful tool to promote running as a daily activity, offering a place to celebrate personal achievements, which can be especially meaningful in building confidence and motivation. Social media platforms also foster communities by encouraging connection, engagement, and shared interests. However, the prevalence of running on social media also invites drawbacks. Many running influencers attempt to glamorize the fitness game. They often present highly curated content that promotes unrealistic aesthetics and idealized bodies. The rise of running on social media is a double-edged sword: it can fuel motivation but also lead to harmful comparisons and pressure.

Before the widespread popularity of social media platforms, up-and-coming running platforms like DyeStat and LetsRun.com dominated. Founded in 1995 by John Dye, DyeStat was “The Internet Home of High School Track & Field.” It gave high schoolers and coaches up-to-date rankings on performances across the country. This platform also helped with college recruiting, making it easier for athletes to be recognized. Later on, in the spring of 2000, twins Weldon and Robert Johnson created LetsRun.com with the hopes that it would become the main source for professional running news. The platform was highly successful and known for its in-depth coverage of elite training, media coverage, and online community. While these websites promoted running, they focused on statistics and rankings instead of individual narratives.

The shift from record-keeping websites to personal vlogs occurred alongside the rise of social media. Compared to the stat-driven approach of earlier platforms, running feels more motivating than ever before. Watching others document their progress may serve as inspiration to get outside and run. The low-stakes, approachable digital environment encourages beginner runners to start and progress alongside the running community online. Consumers also learn proper techniques and new strategies to improve their running experience. While there are many pros to the increase of running influencers, it’s important to recognize that content is crafted; the line between inspiration and pressure is sometimes blurry.

The same social media platforms that offer motivation can also create insecurity. The rise of influencer culture has complicated the mainstream media’s relationship with its audience. There is an increased pressure to perform and thrive just as much as the influencers. Many consumers face the challenge of comparing themselves to influencers’ fitness and appearance. While influencers promote healthy habits, said habits are often tied to aesthetic standards like toned bodies, expensive gear, and curated routines. Moreover, confidence in one’s journey has not only become tied to performance; it has also become tied to appearance. Wearing the right brand; having a sleek running watch; and sipping the same post-run drink is ideal for many consumers. Running appears less accessible these days due to the constant pressure to invest in expensive items. The standard influencers set with impressive running times may also impact consumers, crafting unrealistic standards that may discourage average runners seeking enjoyment and improvement. 

The pressure on consumers is closely tied to the strategies and content influencers produce. As full-time content creators, running influencers work to create aesthetically pleasing videos and find brand deals. Partnerships with companies like Lululemon, Alo, and Gymshark have turned running into a lifestyle brand at the intersectionality of fashion and athletics. Influencers use their platforms to advertise these companies—it’s their job to push products onto buyers and generate profit. In doing so, they monetize people’s insecurities, subtly suggesting that running is linked to gear and appearance. This commercialization doesn’t stop at advertising, because it shapes the way runners present their running content. The pressure to attract views and likes to profit from these partnerships often causes influencers to glamorize their vlogs. This glamorization results in trendy outfits and polished visuals that prioritize appearance over authenticity. As a result, running is portrayed less as a personal interest and more as a curated advertisement.

Despite the commercialization, influencers like Ethan Newberry and Kara Goucher post just because they enjoy running. Some don’t care about the brand deal and money-making aspect of vlogging. Yet, as the industry continues to grow, it is important to remember that not every run needs to be documented, and not every runner has to look the part. Behind the screen, the most authentic runners aren’t the ones with the most followers; they are the ones who show up for themselves.