#eatclean: How Instagram is Fueling the Healthy-Living Brand Boom

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By: Digiday

Planning to try that hot new aqua-yoga class or eyeing a subscription to that organic food delivery service? Chances are you first discovered it on Instagram, just like Melody Lowe, an Austin-based copywriter, who learned about the Whole30 diet on the platform.

“One of the hardest things is planning your meals,” said Lowe. “But Whole30 is great, the community is so engaged, and you never run out of ideas.”

The rise of Instagram has prompted some of the biggest shifts in the health and fitness industry in recent years, fueling a legion of new brands from meal plans like Whole30 and delivery services like Sakara Life to fitness programs like Bikini Body Guide and boutique fitness brands like ModelFIT. These brands have managed to elbow their way into the mainstream by catering to evolving priorities in health and fitness, as well as by employing an unconventional approach to digital marketing focused on user-generated content, a grassroots influencer approach and by cultivating dedicated communities on platforms like Instagram.

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