New research shows that being too attractive can be detrimental to fitness influencers

“Sex sells” is the marketing mantra for decades. How researchers who study consumer behaviorwe’ve seen plenty of evidence to support this claim: attractive models and spokespeople have been shown to be reliable attract attention, increase the number of clicks AND make products seem more desirable.

But ours new research suggests that in a digital world full of influencers – trusted tastemakers with large online followings – being too attractive can actually backfire, especially in the fitness space.

We call this the “reverse beauty effect” and put it to the test in a series of laboratory experiments.

We showed that hundreds of study participants mocked Instagram posts from fictitious fitness influencer accounts. The posts were identical in every way except for one key difference: the influencer’s appeal. We assessed this by asking independent raters to rate photos of real influencers in advance.

The results were striking: We found that extremely attractive fitness influencers – called “fitfluencers” – had fewer likes and followers than their moderately attractive peers.

Why? Because people found them less likely.

In one of our studies, people who saw an extremely attractive fitfluencer reported having lower self-esteem afterwards. In contrast, seeing a moderately attractive fitfluencer gave some participants a small boost in self-confidence, possibly because the image seemed more achievable.

Interestingly, the reverse beauty effect was not as strong in other areas. When we did the same experiment with financial influencers looks didn’t matter much in this mix. This is not entirely surprising, of course. For a financial coach, appearance is not about credibility. Meanwhile, for a fitness trainer, they are the most important.

But the opposite effect to beauty is not inevitable. In the final analysis, we examined whether self-presentation style could fill the connection gap.

We observed that when highly attractive influencers adopted a humble tone when sharing their struggles, training challenges or fitness plateaus, the engagement gap disappeared. But when they adopted a proud tone, boasting about their natural talent or exceptional dedication, the gap widened even further.

This suggests that humility can be a powerful communication tool for influential people who might otherwise seem “out of reach.”

Why it matters

Fitfluencers treat their appearance as a kind of reference. A sculpted silhouette signals expertise in health and well-being. But engagement isn’t just about how good someone looks on camera. It’s about whether followers feel like they can connect with them.

This is where relativity appears. Viewers connect with fitfluencers who feel like real, achievable versions of themselves. But extreme attractiveness does the opposite: it turns an achievable goal into an impossible ideal, and what should inspire turns away.

This effect is classic social comparison theory. People judge themselves in relation to others. If the gap between me and the fitfluencer seems too wide, comparisons become discouraging rather than motivating. In other words, the more “ideal” a fitfluencer looks, the less followers believe they can be like them – and the less likely they are to engage.

Social media platforms have taken notice. Currently TikTok, Snapchat and other facilities Build your appeal on honest, authentic content instead of polished, airbrushed images. In this new landscape perfection can be a burden.

Our research shows that extreme attractiveness can attract attention, but it can undermine connection, the true currency of the influencer economy. For brands and creators, the lesson is clear: success can be less about looking flawless and more about real sound.

What’s next?

Our findings raise new questions about the impact of beauty shapes on the Internet.

For example, gender seems to matter. In a follow-up study, highly attractive female fitness influencers faced stronger opposition than equally attractive males, perhaps reflecting a broader social trend toward Judge women’s appearance more strictly. Future research could examine whether similar biases apply to other visible characteristics, such as race or disability.

The effect may extend beyond physical fitness. Industries built around appearance – fashion, beauty, lifestyle – may exhibit the same pattern.

Finally, not all audiences react equally. People who are just getting started with fitness or younger users who are still developing their identity may be especially susceptible to negative comparisons with very attractive fitfluencers. Understanding these differences can help creators and platforms drive healthier engagement online.