About

Toguro is a Brazilian fitness influencer most known for his videos in which he gives moral lessons starting with the catchphrase “in the middle of 2022?” He started to get popular with his daily workout routines videos on his YouTube channel in 2014 and a project he created in 2019 with some friends called the "Mansão Maromba", a mansion for people to gather with the goal to produce content for the internet, similar to Hype House.

History

Tiago Toguro^[1] joined YouTube^[2] on May 21st, 2014, with his channel name "Em Busca do Shape Inexplicável", which can be translated to "In Search Of The Inexplicable (Body)Shape". His idea was to post videos showing his life routine, fitness tips, etc. The first video of the channel was posted on May 23rd, 2014, describing weekly summaries of his daily life, receiving 419,000 views and 27,000 likes in 8 years.

Toguro's videos won the attention of Brazilian bodybuilders, who would repeat the influencer's catchphrase on social media posts and also while they were doing their workouts at the gym.

Online Presence

On October 15th, 2019, the influencer decided to join bodybuilders, gamers and musicians in the same house (image below), creating the "Mansão Maromba"^[3]. At that time, bodybuilding and fitness content was not yet popular in Brazil, and, according to an article by sp2040.^[4] The house created by Toguro and friends "helped to popularize the practice of physical activity, especially bodybuilding." The channel for the mansion project has 3 million followers and 430 million views as of September 2022, mixing entertainment and fitness lifestyle content.

Toguro gained more projection on social media in 2022 for posting videos in which he suddenly appears in a scene and gives a moral lesson. These videos often show a person bullying another with plots and performances typical of Brazilian telenovelas^[5]. Then the influencer emerges, saying his catchphrase, “in the middle of 2022?”, and scolding the behavior of the person who was acting badly. In the video below, posted on September 20th, 2022, one soccer player is scolding his teammate for bad performance and Toguro stops him to give a moral lesson. The video has 4 million views and 708.000 likes in three days.

Various Examples

Search Interest

External References