I’ve been blogging for over ten years now, creating informative running content, race reviews, marathon training insights, gear round-ups and practical tips that help real people become better runners. It’s been a journey fuelled by early morning long runs, race-day highs (and lows) and a love for sharing the reality of running, not just the highlight reel.
In that time, I’ve seen the running world evolve in so many ways. Social media has opened up amazing opportunities, built communities and inspired so many people to try running for the first time which is brilliant. But if I’m being honest, I feel like the landscape has shifted. These days, it can feel like it’s less about how far or how fast you run and more about how good your Canva quote looks and whether your Garmin screenshot matches your aesthetic.
Having been around for a decade, I’ve seen the trends come and go and I’ve observed a few things. So, if you’re thinking of stepping into the world of runfluencing, here’s your tongue-in-cheek starter pack!
Step 1: Alphaflys or bust
First things first, you’ll need three pairs of Alphaflys. One to actually run in, one for mirror selfies, and one to keep pristine for your ‘unboxing’ content. Bonus points if you act like you discovered them before the elites. Tag the post as gifted (even if it wasn’t) because manifesting your way onto those PR lists is half the influencer game. You never know who’s watching.
Step 2: Sunrise or it didn’t happen
Forget the 6pm plod in your old club tee. If you want to make it as a running content creator, it’s sunrise or nothing. Throw on your matching activewear, grab your aesthetically pleasing water bottle, and chase that golden hour glow. Don’t forget the content. Refilm if necessary. Even if it means running the same 10 metres three times to get the slo-mo just right. Bonus points for captions like “winners train when no one’s watching” even though 1,328 people (or bots) are watching because it’s all over your instagram story.
Step 3: Tag everything
Tagging is an art form. Garmin? Tag it. Socks? Tag. Your sports bra, hair tie, lip balm, and possibly the air you’re breathing? It’s all fair game – people need to know you’re kitted out and camera-ready. The goal? Look sponsored even if you’re not. If it’s not tagged, did it even happen?
Step 4: Get a coach with a blue tick
You must have a coach, even if you’re not training for anything in particular. Choose one with a solid follower count and a tendency to repost your updates. Your 3-mile run becomes content gold once “Coach 🫶” shares it. If you refer to them in every caption? Even better. Instant credibility.
Step 5: Buy the dream (and a few followers)
Organic growth is slow, unpredictable, and let’s be honest, hard work. The ever changing algorithms can make it hard to grow accounts these days. So why not give yourself a little head start with a quick follower top-up? Don’t forget to buy the likes too – got to make those numbers look legit. While you’re at it, see if you can buy a bit of personality too, although, sadly, there’s no app for that… yet.
Step 6: Make friends… temporarily
There’s a lot of “support” in influencer land and by that, I mean seasonal friendships that bloom during collab season and disappear when someone with better reach appears. But while it lasts, enjoy the love bombing and mutual shares. You’ll know it’s over when your DMs go quiet and you spot them tagging someone else at breakfast.
Step 7: Look the part, but don’t actually run
Let’s be honest, running is optional. Looking like you run? Essential. Reels of lacing up, stretching, or jogging across frame with inspirational music and a quote overlay? That’s where the engagement lives. Planning to race? Tease the training endlessly, then post a “family emergency” on race day. Sympathy, engagement and no sweat. Genius.
Bonus tips to level up your influencer game:
- Reels > running Reels are your main sport now. Think trending audio, slo-mo, motivational overlays and a dramatic hair flick or two. Bonus points for filming the same three-second loop from five different angles. The secret? Post often, run occasionally.
- Copy-paste captions Feeling stuck? Just repost someone else’s wise words and add “so true” underneath. Effortless authenticity.
- Be vague Mention a “big announcement coming soon” at least once a month. It creates intrigue, boosts engagement and keeps people guessing. We love a cliffhanger.
- Collab like it’s your job (even if it isn’t… yet) Say yes to everything. Free gel? 5-story breakdown. Full unboxing with dramatic music. Just remember, quantity is content. Everything is an opportunity (especially if you add “dream collab” in the caption).
- Add to cart, but never checkout The influencer hustle begins in the shopping basket. Screenshot your dream haul of £300 worth of activewear, post it to Stories with “Just placing a little order” and tag the brand. You weren’t buying it anyway, but with a bit of luck, they’ll send it instead.
Also acceptable: A casual “Does anyone have any recommendations for…?” which, we all know, is code for “Dear brand, please notice me.” - Strava is your entire personality Caption your 4K dog walk with “easy miles ” and slap on a quote about mental toughness. Doesn’t matter if you paused the run three times for coffee, it’s about the vibe.
- DM the brand. Daily. Hourly if possible. As soon as a brand opens up applications for an ambassador programme, go straight into hustle mode. Tag them in every post, reply to every Story and slide into their DMs like it’s your full-time job. Bonus points if you offer to send a card, a gift, or drop a “We must meet up soon” for that personal touch.
(Speaking from experience here, I’ve been on the review panel for these kind of applications. It’s amazing how many people suddenly appear during application season, only to vanish until next year.)
Joking aside… If you’ve made it this far, well done
Yes, I am poking fun at the influencer world, but only because I’ve been around long enough to see the full picture. I’ve watched the running scene evolve and while a lot of it is fun, harmless hype, some of it isn’t. There’s a lot of shiny content out there that looks inspiring on the surface, but scratch a little deeper and it’s full of unrealistic advice, unqualified “coaching,” and misleading information that can be an injury waiting to happen, burnout or just feeling like you’re not doing enough.
No one wants to feel rubbish by what they consume online, we want to feel inspired and uplifted. So here’s a reminder: don’t get caught up in thinking you must do XYZ because everyone online says so. This isn’t a one-size-fits-all sport. Focus on your own goals, your own progress, and what feels right for you. Running is personal and should empower you, not pressure you.
So if you’re here looking for actual running advice, from someone who actually runs, you’re in the right place. Browse my beginner training tips and race reviews.
Hey, if you enjoyed this post, send it to your favourite running influencer. Or tag a brand. Because let’s be honest, that’s how everything starts these days, right?
