"Strong is the new skinny": A content analysis of #fitspiration images on Instagram

Marika Tiggemann, Mia Zaccardo

    Research output: Contribution to journalArticlepeer-review

    327 Citations (Scopus)


    ‘Fitspiration’ is an online trend designed to inspire viewers towards a healthier lifestyle by promoting exercise and healthy food. This study provides a content analysis of fitspiration imagery on the social networking site Instagram. A set of 600 images were coded for body type, activity, objectification and textual elements. Results showed that the majority of images of women contained only one body type: thin and toned. In addition, most images contained objectifying elements. Accordingly, while fitspiration images may be inspirational for viewers, they also contain a number of elements likely to have negative effects on the viewer’s body image.

    Original languageEnglish
    Pages (from-to)1003-1011
    Number of pages9
    JournalJournal of Health Psychology
    Issue number8
    Publication statusPublished - 1 Jul 2018


    • body image
    • content analysis
    • fitspiration
    • Instagram
    • social networking sites


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