Miami’s Influencer Boom: Sinking College Enrollment and Shaping Student Interests

College enrollment rates are declining in South Florida, potentially driven by the rise of influencer culture in Miami. The city is increasingly defined by its image-conscious, luxury lifestyle and has become a magnet for lifestyle and fitness influencers hailing from across the country. 

These newcomers flock to high-rise condos in neighborhoods like Wynwood, Brickell, Design District and Midtown. Not only have these newcomers skyrocketed housing prices in Miami communities, but they’re also shifting the local culture.

Amid Miami’s influencer-boom, Mimi Yoga, a renowned fitness studio recently implemented a no-filming policy in their classes, sending shockwaves through Miami’s fitness industry. 

Influencers have been a fixture in Miami for years and the influencer marketing industry was valued at $21.1 billion globally in 2022, redefining what it means to be self employed. Social media has become pervasive, shaping the aspirations of young people, influenced by creators like Alix Earle and Clarke Peoples.

In recent years, Miami has solidified its status as an influencer hub; the already existing culture of image and exclusivity aligns perfectly with the aesthetics of lifestyle, fitness and luxury influencers. 

Mimi Yoga’s no-filming rule has sparked debate. Locals praise the move for protecting privacy, as most people prefer non-filming environments in fitness classes. On the other hand, influencers feel slighted, arguing that the studio restricts their ability to create content after they’ve promoted the studio to their audiences.

Miami’s wellness culture, amplified by social media, inflates the city’s already high living standards. Events like Miami Swim Week pressure local college students to conform to idealized body standards. To gain followers, students showcase connections, parties and a luxury lifestyle on Instagram. This allure, pervasive in Miami, shapes a culture where image is everything. 

This influencer-driven environment doesn’t exist in a vacuum—it impacts local high school and college students. South Florida’s college enrollment has dropped, with Miami-Dade county facing steeper losses due to economic pressures. Students are drawn to influencer culture over traditional majors like Business Admin or Health Professions—which lack the glamour of content creation. 

Students are influenced to participate in a toxic fitness culture, exemplified by costly Pilates classes that average $75 per session in Miami. Participating in influencer content like dorm tours and workout routines, highlight class disparities and pressure students to curate a life for followers rather than focus on education.

On social media, attending college has become more about access to influencer events and PR packages, which has reshaped career goals, spending habits and self-esteem. 

Mimi Yoga’s no-filming policy could be a turning point. The announcement of a ban on filming during class garnered praise from many of the studio’s followers, with dozens commenting in support of the decision.

Other studios, like Solidcore and Miami Pilates, already enforce similar rules. This policy may set a standard for Miami’s wellness culture, encouraging studios to foster authentic, accessible experiences over performative content creation. 60% of Yelp reviews for boutique fitness studios cite an unwelcoming environment, especially for newcomers or those not fitting idealized body types. 

If more studios follow suit, Miami’s fitness scene could evolve to normalize ‘normal lives,’ easing the pressure on students to chase an unattainable, influencer-driven lifestyle.