#fitspo is prolific on Instagram. For fitness influencers, a reckoning is coming.

Content warning: This post includes mentions of disordered eating that may be distressing to some readers.

Sami Rose knows what it feels like to see content on Instagram that doesn't represent healthy body image. From comparing bodies to unrealistic fitness standards, and harmful 'what I eat in a day' videos, Sami knows all too well how detrimental this can be for young women. 

Sami is a content creator with over 50,000 followers on Instagram. She's been in the industry for eight years now — and what Sami posts now looks different to when she first began. 

"In the early days, I was competing in bodybuilding and competing in bikini shows. So a good chunk of my following was invested in my journey to getting on stage. Then when I went through my own struggles with binge eating and weight gain after I stopped competing, I found there were even more people who could relate to that journey," Sami said.

"It was at that point that I realised there was so much more to consider in someone's health and fitness journey. I wanted exercise to be a form of self-care, rather than punishment," Sami said, who is now also a registered counsellor, body image coach and strength trainer for fitness app KIC. Her aim is about moving for mental health, fitness and feeling good, rather than 'looking good'. 

"If I had a time machine, I would go back and maybe do a few things differently."

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"I can't say I've never contributed to that [problem] either. Now I aim to be a better influence for people so they don't fall into the same traps that I fell into, and that they don't experience any of the body image issues or the eating issues that I had."

This week, world-first research has come out from the University of South Australia, unpacking this very subject.

It's in relation to the millions of posts on Instagram under hashtags such as 'fitspiration' or 'fitspo' — a realm where often the extremes of fitness, dieting, and body size are displayed.

The researchers found that nearly two-thirds of the top 100 influencers published dubious fitness information. It's a significant number that can do a significant amount of tangible damage.

Lead researcher Dr Rachel Curtis said that much of what is promoted online under these sorts of banners idealise "unhealthy or unrealistic body shapes". 

"Such a focus on appearance can drive outward-based reasons to exercise, and this can lead to body image issues and concerns," she explained.

"This study helped us develop a reliable audit tool that can help identify credible and non-credible exercise and health Instagram accounts. If credible accounts can be identified, they might present an avenue for wide-reaching, engaging public health campaigns to promote physical activity."

Melissa Wilton is the Butterfly Head of Communications and Engagement at The Butterfly Foundation.

Speaking to Mamamia, Wilton said they were glad to see research like this being done. She also noted how concerning it is to have over 100 million 'fitspiration' posts providing unqualified and potentially misleading or damaging advice.

"The 'fitspiration' ideal is often represented as integral for wellness and aligned with a 'healthy' body type. This doesn't allow for diversity in body size and incorrectly suggests that a higher weight body is a problem that needs to be fixed," she said.

The research demonstrates that weight-centric approaches to health aren't helpful, and instead can actually intensify body dissatisfaction and feelings of shame.

"It's important to note that social media alone does not cause eating disorders. Eating disorders are complex, psychological illnesses influenced by a combination of psychological, genetic and environmental factors. However, research demonstrates a link between spending more time on social media platforms or engaging with more appearance-related content on social media and greater body image concerns and disordered eating among young people of all genders," Wilton said. 

And although we may not overtly engage in all the content we see online, it can lead to us "internalising the thin ideal".

When this new research came out from the University of South Australia, it piqued Sami's interest.

"It really resonated with me. I think there's a really positive aspect to content creation in the fitness space, and then there's a toxic side when it comes to harmful comparisons, demonstrating extremes and creators not having the expertise," she said.

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A post shared by SAMI ♡ Counsellor + Coach - Anxiety, Binge Eating + Body Image (@samirose)

Wilton said there are currently limited guidelines/policies that shape how influencers promote, endorse or share a particular message about exercise, dieting and the body in general.

Regulation of influencer content "is a real issue" according to Wilton. She said it's pivotal that we platform those who are qualified and have the relevant education and accreditations to accurately and appropriately share such information — rather than those who are not. Wilton also recommended that content creators follow the Mindframe Media Guidelines for safe portrayal of eating disorders. 

Sami said that although it depends on what the guidelines actually constitute, more regulation in general is needed when it comes to creators sharing certain content. Especially around nutrition and fitness recommendations.

"A lot of people say, 'This is what worked for me, I'm not telling anyone to follow it.' But a lot of the time, people do follow it. I think that little disclaimer from a lot of content creators, makes them feel like they then don't have to be accountable necessarily to what they share," Sami noted.

"Self-reflection is so important. Sometimes we share things because it gets the most engagement or it may have the potential to go viral. But it's not always in the best interest of people. So I think really thinking about the content that you're putting out there and thinking about whether it's genuinely helpful to others."

Wilton said there are a few specific content areas that are The Butterfly Foundation's biggest cause for concern.

One example are the viral trends such as 'before and after' photos or body 'transformations'. These often emphasise weight loss and promote the idea that if we all exercised and ate the same way, we would be able to achieve the same body — which is just not true.

In the meantime, as we wait for reform and systemic change — both online and offline — it's up to us as consumers to navigate platforms in a positive way that fosters body confidence. 

As Wilton said: Emerging research highlights the importance of building social media literacy, to equip individuals with the knowledge and skills required to challenge beauty ideals, identify false messaging and understand the motivations behind digital content."

For Sami, she is now in a much better place when it comes to her own body image. It's taken time and a lot of work.

"I just want to be the person that I needed five or so years ago when I was struggling the most," she said to Mamamia.

"I love when people have wins that have nothing to do with health and fitness as a result of that. So when they have more competence in their body, and they're more active in their sex life, or when they can chase their kids around, and feel good in themselves regardless of what body they exist in."

For more from Sami Rose you can follow her Instagram here, and her website here. 

If you need help or support for an eating disorder or body image issue, please call Butterfly's National Helpline on 1800 334 673, chat online or email support@butterfly.org.au. For more information about eating disorders and body image, visit www.butterfly.org.au

Feature Image: Canva/Mamamia.

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