Health & Wellness Companies & the Power of Influencer Marketing

The health and wellness space is unique from the medical space and generally considered more holistic. As an industry, it’s growing past the $4.5 trillion dollar mark[1] with no sign of stopping anytime soon. 

This space offers a considerable amount of crossover with both fitness and nutrition, so the opportunity for influencer impact is extremely high. Products that appeal to the wilderness yogi may also appeal to the nutrition-minded gym rat.

Health and wellness products tend to be very personal by nature. Buyers are more suspicious of this category than most and require a higher degree of trust than with markets like apparel or accessories. 

The recent pandemic has brought about a shift in society’s attention towards more preventative measures and whole-body well-being. People are actively seeking products, supplements, and routines to help them look better, feel better, and heal better. 

Influencer marketing in the health and wellness space can have a monumental impact on your brand if you play your cards right. Here are a few things to keep in mind on this journey. 

Industry Expert Influencers vs. Creator Influencers

Because of the highly personal nature of health and wellness, the influencer you choose for your product should already possess some level of proven involvement with similar or related products. Influence marketers in this space must also carefully follow any recommended safety protocols, both legally and ethically. 

Taking on health and wellness isn’t just about nutrition, beauty, and whole-body fitness. It’s in a category of aspirational lifestyle branding of its own making. Influencers in this space will be a mix of credentialed professionals and non-credentialed content creators. 

Who will your ideal customer engage with? What do they want to see — a seasoned, certified professional, or an everyday influencer with more “on the street” experience? If you don’t already have one, create an ideal customer avatar to help you decide which type of influencer is the best fit for your brand. Or test one of each! 

The influencers that thrive in the health and wellness space are cultivating online communities where they can share tips, educate, and encourage others. Both types of influencers will be passionate about helping their followers get results! 

Health and Wellness Content Creation

Depending on your product or brand, different content types may get better results than others. If yours is a product one “uses” instead of “takes”, you may have more to play with but always remember the influencer is the social media expert. They can advise on what they think will work best for their audience. 

Some audiences connect with a thoughtful caption that accompanies a raw style photo. Many brands in the health and wellness space educate their ideal customer with product information, benefits, and statistics. 

There are lots of ways to showcase your brand with an influencer, depending on what platform you choose and how the influencer’s audience engages. Diversify content types and try to run a campaign on more than one. 

Educational tutorials don’t have to be videos. They can also take the form of blog posts, carousels, or live Q&A presentations. Show off your reviews and packaging by doing an unboxing event. Run a series of stories with small bites of information across several days. 

Think outside the box and release the creative control to your influencer! They’re the experts, remember?

Plan Your Launch and Measure Your Results 

Before you start posting and sharing, establish what the goals are for this campaign. Are you looking for brand awareness? More website traffic? A boost in sales? Each objective will have a slightly different approach so decide this first.  

Keep track of engagement rates, conversions, sales, and overall impact along the way. See what type of content is the most successful so you can adjust for the next campaign. View your first campaign as somewhat experimental. 

Be sure to include your influencer in discussions about campaign effectiveness and future vision. They will have insight into your product and the mind of your audience you may never get access to in any other format. This information is invaluable for future marketing efforts! 

Influencer Marketing in Health and Wellness Space

With health and wellness brands, it’s crucial that you have access to the most trusted and successful influencers in the industry space. An influencer agency comes armed with vetted creators ready to promote your products.

References:

[1] https://globalwellnessinstitute.org/wp-content/uploads/2019/12/Global-Wellness-Economy-Bubble-Chart-2019-1-e1575501071855.jpg