Influencer Marketing Playbook for the Health and Wellness Industry

Editorial Team
June 13, 2023
8
min read
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Index
  • Market size and the growth of the health and wellness sector
  • Products included in the health and wellness sector
  • How to use influencer marketing for health and wellness brands?
  • Tips for choosing the right health and wellness influencers
  • Health and Wellness Influencers on Different Social Media Platforms
  • Influencer marketing's role in resolving issues specific to the health and wellness products industry
  • Examples of successful health and wellness influencer marketing campaigns
  • How to measure the ROI of health and wellness influencer marketing

You might have noticed the ongoing massive shift in health and wellness awareness.  People are prioritizing their well-being like never before. But here's the thing: with so many brands competing for consumer attention, it can be challenging to thrive in the market. That's where influencer marketing steps in — a  powerful way to help your brand stand out.

According to a 2023 report from Influencer Marketing Hub, at least 93% of marketers have leveraged influencer marketing for their brands, making influencers a key advertising strategy. 

In this playbook, we tell you how the health and wellness influencers perform on different social media channels and how they've skyrocketed in size and popularity over the past five years. 

We know that marketing can be a real challenge, so we've got the experts chiming in to give you suggestions on how influencer marketing can work wonders for you.

Also, here are a few examples of how various health and wellness brands have cracked the code on influencer strategies to promote their products and services.

Let us walk you through it!

Table Of Content:
  • Market size and the growth of the health and wellness sector
  • Products included in the health and wellness sector
  • How to use influencer marketing for health and wellness brands?
  • Tips for choosing the right health and wellness influencers
  • Health and Wellness Influencers on Different Social Media Platforms
  • Influencer marketing's role in resolving issues specific to the health and wellness products industry
  • Examples of successful health and wellness influencer marketing campaigns
  • How to measure the ROI of health and wellness influencer marketing

Market size and the growth of the health and wellness sector


The global wellness industry market size was valued at USD 4.886.70 billion in 2022 and is expected to reach over USD 7,656.7 billion by 2030, growing at a CAGR of 5.5% from 2021 to 2030. 

Several factors drive the growth of the wellness industry. One factor is the increasing awareness of the importance of preventive healthcare. People are becoming more aware that they can take steps to improve their health and well-being, even before they get sick. It has raised the demand for products and services to help people achieve their wellness goals.

Another factor driving the growth of the health and wellness industry is the increasing demand for personalized healthcare. People are becoming more interested in a personalized approach to their health and well-being. It has increased demand for products and services tailored to individual needs.

Products included in the health and wellness sector


The wellness industry is a broad term encompassing various products and services that aim to improve people's physical, mental, and emotional well-being. The industry includes everything from fitness centers and yoga studios to natural supplements and meditation apps. Let us look at each of these categories and what it entails. 

 

1. Nutritional/Dietary Supplements

Nutritional or dietary supplements provide nutrients that may be lacking in your regular diet or support specific health goals, such as boosting energy, improving digestion, or strengthening the immune system. They usually come in pills, capsules, powders, or liquids and contain vitamins, minerals, herbs, amino acids, or other beneficial substances for your health.

Best ways to promote kids supplements: Wellness Brands Recruit Influencers To Promote Vitamin For Toddlers

2. Functional Foods

Functional foods are a category of food products that go beyond basic nutrition and provide additional health benefits. These foods are typically fortified with specific nutrients or bioactive compounds to promote, prevent or manage certain health conditions. Functional foods include fortified cereals, probiotic yogurts, omega-3-fortified eggs, and antioxidant-rich beverages.

3. Personal Care Products

Personal care products cover a wide range of items, from skin care products to hair care products, oral care products, and body care products.

4. Fitness and Exercise Equipment

Fitness and exercise equipment includes various products, such as treadmills, elliptical trainers, dumbbells, resistance bands, yoga mats, and fitness trackers. 

5. Wellness Services (Natural and Alternative Therapies): 

Wellness services encompass a variety of natural and alternative therapies that focus on holistic well-being and the mind-body connection. These services include practices such as acupuncture, chiropractic care, naturopathy, massage therapy, meditation, and yoga. 

Scale your service-based business with our detailed playbook! Check it out here.

6. Mindfulness Products 

Mindfulness products help individuals cultivate mindfulness and practice self-awareness. It includes mindfulness practices such as meditation cushions, guided meditation apps, mindfulness journals, aromatherapy diffusers, and stress relief toys. 

7. Green Products 

Green products are eco-friendly and sustainable alternatives to conventional products. In the health and wellness context, green products can include:

  • Organic and natural household cleaners.
  • Non-toxic personal care items.
  • Reusable water bottles.
  • Eco-friendly yoga mats.
  • Organic clothing. 

How to use influencer marketing for health and wellness brands?


Amidst all the struggles, including fierce competition, consumer skepticism, online reputation management, and high marketing costs, roping in the customer and creating authenticity is a real challenge. Thankfully, influencer marketing offers a way out! 

To promote your wellness brand, you must prepare a clear roadmap to guide you in the right direction. Here’s a step-by-step guide for you to build that roadmap: 

STEP 1: Analyze competition and customers 

Many marketers jump into health and wellness influencer marketing without understanding the market they’re dealing with. 

Proper market research helps in identifying the right niche for your products. Say you sell organic juice. You’ll have three options to go for - nutrition, weight loss, and anti-aging. A survey of the current market will let you identify gaps where you can effectively place your product and shine on social media. 

For this, you must answer tons of essential questions before diving headfirst into the health and wellness influencer marketing landscape.  

  • What content do customers want to see?
  • What are the current hot trends in health and wellness? 
  • What are my competitors doing?
  • What niche should I create content for? 
  • What health and wellness influencers are famous right now? 


To do thorough market research, you can conduct interviews with experts, or even your customers, go through secondary resources, or distribute questionnaires. Another simpler way is by logging into affable.ai’s market trends feature that shares detailed insights on what your competitors are doing in the industry, allowing you to develop unique ideas for your campaign. Book your free demo! 

STEP 2: Create a buyer persona 

A buyer persona is a semi-fictional image of the customers you want to sell to. It can be younger people aged between 19-25 years struggling with mental health problems or seniors aged 35-46 years suffering from knee and back pains, depending on your product. 

Creating a buyer persona will help you know exactly what customers you should target instead of selling to everyone. Your ideal customers’ persona can also help you pinpoint the right content strategy and relevant creators for your campaign. 

To create an elaborate buyer persona, answer the following questions: 

  • What kind of lifestyle do they lead? 
  • Why would they need health and wellness products?
  • What is their age?
  • How well do they understand the importance of health and wellness? 
  • Are they prone to stress?
  • Do they have a chronic illness? 
  • Are they involved in physical activities?
  • Do they focus on their mental health?
  • What is their occupation or job profile? 
  • What influencers do they follow in the wellness space? 
  • What type of content do they engage with? 


Many brands start by identifying their customers’ pain points to work on product innovations or content ideas. Blissclub, an activewear company, realized a gap in the yoga clothing market. They realized that people often complain about no pockets in their yoga pants. Bridging this gap in the market, Blissclub developed yoga wear with pockets, showing customers that they care about their needs. 

STEP 3: Specify your niche 

Health and wellness is a broad subject covering multiple niches. Health can cover topics like mental health, physical health, yoga and meditation, and nutrition, while wellness can include fitness, daily routines, mindfulness, personal care, skincare, and so on. For you to truly outstand your competitors and become discoverable, you must find your own specific niche.  It will help you create content for a less explored segment but is still scalable. 

STEP 4: Define measurable goals 

Goals help create a roadmap for your campaigns. Create well-crafted strategies once you know what you want to achieve from your campaigns. And you will know which health and wellness influencers to hire who can help you achieve your exact goals with their content. 

Some of the common goals include: 

  • Brand awareness 
  • Social media engagement
  • Sales 
  • Lead generation
  • Brand positioning 
  • Customer acquisition
  • Audience insights  
  • Credibility building 

STEP 5: Develop a strategy

 Promoting a wellness brand isn’t as simple as it sounds. The process requires a well-thought strategy to kick the campaign in the right direction. Once you know your goals, wellness niche, and ideal customer, you can begin strategizing your health and wellness influencer campaign. Think about the social media channel, content format, content type, influencer KPIs, and more as the building blocks of your campaign, and start dealing with them one at a time. 

STEP 6: Choose a relevant social media channel 

Your choice of the right social media channel can impact all your future decisions, like which health and wellness influencer you should go for, the type of content you should create, or other promotional strategies like cross-promoting content, etc. 

Figure out which platform your audiences use the most. Instagram, YouTube, TikTok, Twitter, or maybe Facebook? Secondly, determine if that platform will be the right fit for your product, as it will help you decide on the right content strategy. For example, for promoting a wellness app, you can go for video content on YouTube or Tiktok, including quick tutorials, unboxing videos, product reviews, and more. 

Next comes influencer selection. 

STEP 7: Discover the right influencers 

Health and wellness influencer marketing is all about partnering with influencers who can build trust in your audience. It can be content creators who talk about specific problems they have faced and offer solutions, or it can be health and wellness professionals with expertise and knowledge in the space. 

Whoever you choose depends entirely on your product and niche. For example, if you have a kids’ nutrition product niche, mom influencers who share experience-based advice can be a good choice. But if you have a more intricate product requiring a health professional’s advice, go for qualified doctors and practitioners. 

Influencer marketing platforms such as affable.ai can help find relevant health and wellness influencers. The 7M+ influencer profiles and 20+ filters allow you to find suitable content creators in the space. 

STEP 8: Strengthen the influencer relationship 

Most marketers jump directly to campaign launch right after finding the influencer, resulting in inauthentic campaigns. Getting to know the influencers is key to creating effective promotions, even if it is a one-off campaign. The connection between you and the influencer can spark much-needed authenticity in the content, encouraging followers to see you as a genuine brand. 


Follow these steps to build long-term influencer relationships: 

  • Establish communication 
  • Make time to get to know them 
  • Understand their content and branding strategies 
  • Communicate your brand values and product features 
  • Provide creative freedom 
  • Pay them timely
  • Incentivize their work 
  • Share their content with your community 


Dive deeper into influencer relationship management with expert insights!

STEP 9: Launch and monitor the campaign 

Finally, launch your well-crafted campaign! Launching a campaign means influencers start sharing your content across their profiles. Monitor the influencer content after launching the campaign to assess its performance or make quick tweaks. 

Spending countless hours on collecting influencer content for monitoring campaigns? Use affable.ai’s campaign management tool to collate influencer posts in one place!
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Tips for choosing the right health and wellness influencers 


Partnering with the right creators can be a game changer. The influencers decide the authenticity, success, and relevance of your campaign. Choosing a health and wellness influencer who understands your product or service, has the right content style, and can connect with the audience can make all the difference. 

Here are a few tips to help you land the perfect collaboration! 

1. Conduct research 

Before you pick any influencer, it is best to do proper research to understand if they fit your campaign goals and requirements. 

  • Go through influencer profiles to understand their background and qualifications. Are they content creators sharing experience-based advice? Or are they medical practitioners, nutritionists, or doctors creating valuable content? 
  • Analyze the influencer type. Which category does the health and wellness influencer fit in? Nano, micro, macro, or mega. Based on your requirement, you can go with either one, but be sure to analyze their authenticity and their influence. 
  • Evaluate their reach and engagement. It will allow you to understand if the influencer can reach a significant number of people in multiple locations. And if the audience enjoys consuming their content. 

2. Go beyond vanity metrics 

Reach, engagement, and follower count only help you see the influencer's performance. To form relevant influencer partnerships, you must also know the effectiveness of the creator in the health and wellness landscape. For this: 

  • Pick the influencers whose vision aligns with your brand. Look at their content to see what they talk about in their posts. For example, check what they promote if it's a sustainable influencer. Maybe they talk about vegan recipes or perhaps a waste reduction. Choose the ones you think will best represent your brand. 
  • Check for authenticity by going through their content. Do they only have promotional content, or do they also create non-branded posts to engage their audience? It will help you understand if the influencer genuinely cares about content creation. 
  • See if their content style matches your audience's taste. Different audience segments prefer different types of content. For example, some prefer bite-sized content for quick consumption, while others prefer long-form videos or blog posts. The content style also depends on how far along your audience is in the marketing funnel. Evaluating the influencer's content format will enable you to ensure the partnership will cater to your target audience. 
  • Assess the audience's sentiment towards the influencer. A high engagement rate is essential, but it doesn't mean the followers enjoy the creator's work. Go through the comments under influencer posts to see if the followers have a positive sentiment towards the creator and if they follow their advice. 

3. Start with a product seeding campaign to see if they'd be a good fit

If you want to further analyze your health and wellness influencer's effectiveness, you can always run a test campaign. Send your products to a group of influencers you feel will be a good fit and see how they share their opinion. The strategy will give you a fair idea of how well the influencers perform and if they can be approached for a long-term partnership. 

4. Use an influencer marketing platform 

Picking the right health and wellness influencer can be overwhelming. From research to influencer assessment and running a product gifting campaign, every step requires data and automation. Approaching all the steps manually can result in fatigue and loss of resources. 

Influencer marketing platforms can eliminate all these challenges by automating the entire process. Tools like affable.ai allow you to find the perfect creator by giving you access to a robust search engine, detailed profile data, and insights into the influencer's performance. Book a free trial to explore more!

Health and Wellness Influencers on Different Social Media Platforms

Analysis of social media profiles using relevant keywords shows Instagram’s popularity among health and wellness influencers.


Many influencers on each platform under different health and wellness categories offer a diverse range of content and expertise.

Instagram leads the pack as health and wellness influencers captivate their followers with visually appealing content and inspire them to adopt healthier habits. 

  1. The analysis of 2.34 million Instagram profiles by using specific time and relevant keyword filters shows that the United States has the highest presence of health and wellness influencers, followed by India and Vietnam.
  1. The chart displays the content produced by health and wellness influencers on Instagram between 2018 and 2022, exhibiting a notable growth rate of 28.36%
  1. The micro-influencers produced more content on Instagram in the health and wellness industry, which is determined by using specific time and keyword filters 
  1. By employing the follower count filter and specific keywords, it has been observed that micro-influencers have established their dominance on Instagram within the health and wellness industry.


On the other hand, TikTok is gaining momentum with its fun and creative approach, delivering quick tips on dance workouts, healthy recipes, and mindfulness practices that engage and entertain their audience

  1. From 2020 to 2022, health and wellness influencers on TikTok experienced a remarkable growth rate of 87.43% in their content creation.
  1. By using filters such as specific time periods and relevant keywords, it's clear that macro-influencers in the health and wellness industry were very active in producing content on TikTok.
  1. By studying follower counts and using specific keywords, it is clear that macro-influencers have become the leading figures on TikTok within the health and wellness industry.


Explore how TikTok influencer marketing performed in 2022 to strategize your 2023! 


YouTube offers a wealth of in-depth knowledge and expert advice on nutrition, workouts, and healthy living. Viewers can rely on this platform to access evidence-based information that supports their wellness journeys. 

  1. Between 2018 and 2022, the content produced by health and wellness influencers on YouTube witnessed an impressive growth rate of 66.89%.
  1. By employing filters like specific time periods and relevant keywords, it is evident that micro-influencers in the health and wellness industry were highly active in creating content on YouTube.
  1. By analyzing follower counts and utilizing specific keywords, it is evident that micro-influencers have emerged as the dominant players on YouTube in the health and wellness industry


Meanwhile, Facebook influencers connect with their followers by sharing personal experiences and providing inspiration and practical tips for positive lifestyle changes.

  1. From 2018 to 2022, the chart reveals a remarkable 66.61% growth rate in the content generated by health and wellness influencers on Facebook.
  1. By utilizing specific time and keyword filters, it has been found that micro-influencers in the health and wellness industry were more prolific in producing content on Facebook
  1. Through the analysis based on follower count and using specific keywords, it is clear that micro-influencers have become the leading force on Facebook within the health and wellness industry.

Insights into Health and Wellness Influencers Globally


According to affable.ai findings, the United States has the most influencers in the health and wellness space. It is likely due to several factors, including a large population, high social media usage, and a growing interest in health and wellness. According to zippia.com, the health and wellness industry in the United States had reached an astounding value of $1.2 trillion, accounting for approximately 28% of the global market by 2021. It establishes the United States as the leading health and wellness industry market, solidifying its significance and influence on a global scale.

India comes in second place, considering India's large population and the growing interest in health and wellness. The Indian health and wellness industry exhibits a growth rate (CAGR) of 5.55% during 2023-2028, according to the IMARC market research report.

Moving down the list, we have Indonesia, Thailand, and Malaysia, with a growing number of influencers. 

Influencer Distribution in Healthcare and Wellness Industry across Platforms


We examined the healthcare and wellness influencer landscape on four major platforms: Instagram, TikTok, YouTube, and Facebook. Micro-influencers in the healthcare and wellness industry dominate the space across all three platforms except TikTok, where macro-influencers have the highest count. There are multiple reasons why micro-influencers are particularly well-suited to the healthcare and wellness industry.

  • Micro-influencers connect with their followers on a more personal level. They are seen as more relatable and authentic, which can be especially important regarding healthcare and wellness content. Their followers are more likely to trust their recommendations and advice, which is crucial in this industry.
  • Micro-influencers are experts in their field. They are healthcare professionals, fitness coaches, and nutritionists providing valuable insights and advice to their followers. It is valuable to followers looking for trustworthy information on health and wellness topics.
  • Many micro-influencers have built following by sharing their personal health journeys, whether overcoming a chronic illness or losing weight. It can inspire and motivate their followers, who may be looking for support and guidance on their own health journeys.


Related:
Exhaustive Guide to Running Micro-Influencer Campaign

Experts suggest collaboration with micro-influencers can result in more authentic and meaningful connections with consumers.

"In the health and wellness industry, the emergence of micro-influencers is a trending approach to influencer marketing. Micro-influencers (smaller but highly engaged audiences) are acquiring traction, whereas large-following macro-influencers have traditionally been sought after. Micro-influencers frequently possess specialized knowledge and devoted communities, enabling brands to target specific segments within the health and wellness industry," says Samar Pahwa, Marketing Manager, Find Health Tips, India-based health, and fitness-oriented website.  

The Surging Wave of Content Creation by Health and Wellness Influencers


Over the years, from 2018 to 2022, the content generated by wellness and healthcare influencers on Instagram, YouTube, and Facebook has seen significant growth and fluctuations.

On Instagram, the total number of posts from health and wellness influencers witnessed a steady rise from 2018 to 2020, reaching a peak of 928,634 posts. In 2021, however, there was a slight decline to 651,058 posts, followed by a rebound in 2022 with 931,543 posts, with a growth rate of 28.36%. Various factors are attributed to this fluctuation, including shifts in influencer strategies, algorithm changes, and the pandemic. 

Turning our attention to YouTube, we observe a similar growth pattern in content generation by health and wellness influencers. The total number of posts climbed from 16,294 in 2018 to 206,062 in 2022, with an utmost 132.98% growth rate. This upward trend highlights the platform's popularity as a medium for delivering health and wellness content and the consistent efforts of influencers to engage their audience through video content.

On Facebook, while the numbers are relatively smaller compared to Instagram and YouTube, we still witness an overall increase in content generated by health and wellness influencers. Facebook continues to serve as a platform where influencers share health-related information, tips, and insights, contributing to the overall conversation.

Influencer marketing's role in resolving issues specific to the health and wellness products industry

1. Cutting through the noise in a saturated market


Numerous wellness brands offer similar products or services to yours. Probably, targeting the same audience that you have been focusing upon. This increased competition makes the marketplace saturated — one of the biggest challenges where it is difficult for a smaller brand to stand out and gain market share.

Because established brands already have a loyal customer base and strong brand recognition. If you are a new entrant in the market, chances to gain visibility and attract customers become harder. 

“One significant issue common for most brands in the health and wellness industry is market saturation. The fact that more and more companies are entering the space every day makes it increasingly challenging for newer or niche brands like mine to gain visibility and stand out among the competition,” says Tiffany McGee, a relationship expert and founder of Nomadrs, a popular site focused on spirituality, relationships, mental wellness, and lifestyle.  

But one of the biggest consequences is it leaves your consumers overwhelmed with choices. Capturing consumer attention and communicating your unique value proposition becomes difficult.


How Influencer Marketing Helps:
A strong brand differentiation messaging that resonates with their target audience becomes a necessity to cut through the noise and stand out from the competitors. Achieving this requires an effective marketing strategy along with continuous innovation and differentiation. 

“Influencer marketing offers a powerful solution to this problem by leveraging the authentic connections that influencers have cultivated with their engaged audiences. By partnering with influencers with a genuine passion for health and wellness, we can tap into their loyal followers and gain the exposure and credibility needed to effectively reach our target audience. Through their platforms, we can effectively break through the noise, connect with our target audience, and carve out our unique space in the industry,” says McGee. 

2. Increase brand awareness

 
Market saturation makes it harder for new or lesser-known brands to stand out and capture consumer attention. It ultimately affects creating brand awareness around your product's unique value proposition. Perhaps this is a big problem if you have limited marketing budgets that can restrict the ability to invest in extensive marketing campaigns or initiatives that can effectively reach and engage the target audience. 

Another factor that comes into play here is that most brands struggle to break down complex messaging into clear, concise, and memorable messaging. Considering the wellness industry has an abstract nature, your product will always be looked at with skepticism and mistrust if there are any exaggerated claims. It can impact brand awareness.


How Influencer Marketing Helps: Partnering with the right health and wellness influencers can address the above challenges. But you'll have to find the right influencers aligning with your brand's values. "The health and wellness sector is crowded, with a myriad of products vying for consumer attention. Influencer marketing can help increase product awareness by showcasing the brand to a pre-established and engaged audience," says Kat, a data scientist. 

3. Improve customer engagement 


There is no denying loyalty becomes limited as your potential consumers experiment with different products or services to find what works best for them. While wellness has gained popularity in recent years, consumers still have a significant knowledge gap. Many people are unaware of the range of wellness options available or how certain products or services can benefit them. Wellness brands must invest in education and awareness-building efforts to engage customers and help them understand the value they offer.

Another factor that affects engagement is the abstract nature of wellness, as the benefits they offer are not always immediately visible or quantifiable. It also leads to a lack of personalization. Wellness brands face the challenge of tailoring their products or services to meet their customers' unique needs and preferences. Providing personalized experiences and recommendations can enhance customer engagement, but it requires effectively gathering and analyzing customer data.

Maintaining engagement requires consistent delivery of high-quality experiences, ongoing communication, and creating a sense of community or belonging around the brand.


How Influencer Marketing Helps: Experts suggest that health and wellness influencers can create engaging content that resonates with their followers, fostering a deeper connection between the brand and the audience. This authenticity can drive interest, engagement, and, ultimately, conversions. 

4. Reach  Diverse Audience


Reaching a diverse audience has been a major challenge for brands for wellness brands. Building trust among diverse communities requires deeply understanding of their needs and concerns. Second, wellness brands often come with high price tags, limiting their ability to reach a diverse audience. 

Third, wellness brands often face the challenge of catering to diverse cultures, socioeconomic backgrounds, and belief systems. What may be considered healthy or desirable in one culture or socioeconomic group may not resonate with another. Preferences for wellness practices, products, and messaging can vary greatly, making it difficult to create a one-size-fits-all approach.


How Influencer Marketing Helps:
According to McGee, “Influencers serve as relatable and trustworthy voices, capable of bridging the gaps between brands and consumers from different ethnicities, genders, age groups, and socioeconomic backgrounds. When diverse influencers endorse your brand, they create a sense of belonging for their followers and open doors for conversations about inclusivity, accessibility, and wellness solutions tailored to different communities.” 

In the case of Nomadrs, through influencer partnerships, McGee has successfully connected with diverse communities, including marginalized groups and underrepresented populations.

“These influencers act as relatable role models, authentically sharing their experiences and journeys. As a result, they cultivate a sense of trust and understanding among their followers. This connection goes beyond demographics and reaches individuals passionate about embracing wellness in their unique ways,” she adds. 

On the other hand, Dr James Walker, Contracted Medical Advisor, welzo.com, a UK-based online pharmacy, calls influencers the cultural trendsetters. “They can help make a health and wellness brand relevant and attractive to various cultural groups by incorporating it into their lifestyle in a way that resonates with their followers,” says he. 

5. Building credibility and trust 


The personalized nature of wellness makes it harder for brands to build credibility. Building trust requires acknowledging individual differences, providing evidence-based information, and offering personalized recommendations when possible. It is also undermined due to misrepresentation of scientific studies that can lead to confusion and skepticism among consumers. And not just misinterpretation but inconsistent messaging and exaggerated claims to stand out from the competitors adds to the problem. 

“Consumers want to be guided by personal stories and experiences in this crowded marketplace, so influencer followers are skyrocketing. For a real-world example of how this works, take a look at how we helped the all-in-one home cooking platform SideChef increase exposure and sales with a creative influencer strategy,” says Nicole Dun, CEO Dunn Pellier Media - Health & Wellness Influencers, citing the rising demand for transparency and authenticity in influencer content. 


How Influencer Marketing Helps:
Layla Acharya, the Founder, and CEO, EdWize, an online platform providing education and e-learning for content creators and students, says, “Brands may use their reputation to promote their goods or services by collaborating with dependable influencers who have a devoted audience. Influencers that focus on health and wellness may share personal testimonies, experiences, and advice with their audience, connecting with them on a relevant level.”

“In the health and wellness industry, genuine involvement may greatly improve brand perception, foster trust, and encourage good word-of-mouth recommendations. These outcomes eventually result in greater brand recognition, client acquisition, and long-term brand loyalty,” she adds. 

6. Validating new product 


Prioritizing product validation is crucial to ensure consumer trust and differentiate from competitors. One of the reasons validating new products in the wellness sector is challenging is the long feedback cycles. Validating the efficacy of wellness cycles requires extended periods of use and measuring the impact on an individual's well-being. 

It makes it challenging to maintain consumer engagement by showing the efficiency of the product. Wellness products can be influenced by placebo effects, where perceived benefits arise from the individual's belief in the product rather than the product's inherent properties. 

Contextual factors such as branding, marketing, and the overall wellness experience can also influence perceived effectiveness. Distinguishing genuine product benefits from placebo effects and contextual influences can be challenging during validation. In wellness products, KOLs play an important role in validating the product besides relying on user feedback and testimonials and conducting user trials, i.e., to give qualitative insights into product effectiveness. 

"Health and wellness is a highly personal and sensitive area where consumers are often skeptical about the claims made by brands. Influencer marketing can lend authenticity and trust to these claims as the influencers' personal experiences can validate the product's effectiveness," says Kat, Data Scientist. 


How Influencer Marketing Helps:
So how does influencer marketing help? Walker says, "Influencer marketing in the health and wellness industry should prioritize transparency, ethical practices, and responsible content creation. As influencers hold significant influence over their audience's health-related decisions, brands and influencers must prioritize accurate information, science-based claims, and avoid promoting pseudoscience or misleading claims." 

He adds, "Additionally, as the wellness industry can sometimes be associated with unrealistic beauty standards or fad diets, influencers need to promote a balanced, evidence-based approach to health and wellness. Encouraging self-acceptance, body positivity, and mental well-being should be central to influencer collaborations in this space."

7. Regulatory restrictions for advertising


Advertising regulations often require brands to provide accurate information about ingredients, potential side effects, usage instructions, and other relevant safety considerations. Ensuring compliance with these requirements can be complex, particularly for brands offering a wide range of wellness products or services. Striking a balance between effective marketing and compliance with regulatory guidelines can be challenging, as certain claims may be subjective or open to interpretation.


How Influencer Marketing Helps:
Influencer marketing and customer testimonials play a significant role here. You need to ensure that endorsements and testimonials are genuine, accurate, and comply with the regulatory guidelines, which can add complexity to their advertising efforts.

Experts suggest conducting thorough research, ensuring accurate and substantiated claims, and maintaining transparent communication with consumers can help wellness brands navigate regulatory restrictions while building trust and credibility using influencer content. 

Examples of successful health and wellness influencer marketing campaigns 


Wondering how to create effective health and wellness influencer marketing content? Here are examples to consider: 

  1. Share docu-style YouTube videos featuring influencers 
  2. Partner with KOL dad and moms 
  3. Leverage word of mouth with distributors/influencers 
  4. Look beyond health and fitness creators
  5. Rally behind animal influencers 

1. Share docu-style YouTube videos featuring influencers


YouTube is one of the top platforms for sharing multiple video formats. Experiment with different video styles to showcase your products in an engaging way. One way is to create a documentary special with influencers. Discuss influencer stories to talk about your product's impact on people's lifestyles. 

Example: Oura 

Oura is a health technology company globally known for its Oura Rings. These rings have in-built motion sensors that track your sleep, exercise, and menstrual cycle and promote overall holistic health. Oura Ring has adopted an excellent influencer marketing strategy to increase its sales. Documentary-style YouTube videos. 

Oura produces a YouTube video series, All Hours, featuring influencers from different walks of life talking about their journey to self-care and how Oura Rings has played a crucial role. These influencers, including runners, mothers, entrepreneurs, and more, influence a broad audience, creating massive awareness and engagement for the brand. 

Their recent video, published in May 2023, features three women entrepreneurs—Les Alfred, Maggi Simpkins, and Michelle Pellizzon Lipsitz from different fields. In the docu-style video, the influencers talk about how their busy schedule comes in the way of their self-care regime, which is why they like to use Oura Rings to track their well-being. 

Such videos are an excellent way to showcase the product from the influencer's perspective, creating solid social proof for the audience. 

2. Partner with KOL moms and dads 


Collaborate with KOL parents to make your health and wellness product a household name. KOL or key opinion leaders are respected individuals in their fields. They are the type of influencers who carry professional qualifications in particular subjects. Doctors, nutritionists, yoga teachers, fitness instructors, and more have an influential voice in their community and are trusted by people for their expertise. 

Plus, if the KOLs are mom influencers and dad bloggers, it's a win-win situation. While their thought leadership drives trust among viewers, their parenthood helps capture a wide audience. 

Example: Astepro Allergy 

Astepro is a USA-based medical company producing prescription drugs. The company is widely known for its nasal sprays that help women, men, and kids live allergy-free lives. The Astepro nasal sprays are promoted by medical health professionals—exercise and nutrition experts, nurses, medicinal practitioners, and more who are also parents. 

Since these influencers have a professional's expertise and a parent's experience, they make for incredible influencer partnerships. They create information-based content to reach the brand's target audience while conveying the product's benefits. 

One of the recent posts from Landon Deru, a nutrition expert and dad influencer, showcases his kids playing their favorite sports out in the open because they don't have to worry about allergies. At the same time, Dr Chell, a millennial mom, and doctor, used storytelling content to discuss how Astepro helped her achieve her best while strengthening her relationship with her husband. 

The two stories target a niche audience—parents actively seeking an allergy solution for themselves and their kids. And since the advice comes from health professionals, it makes the recommendation even more trustworthy. 

3. Leverage word of mouth with distributors/influencers 


Social media influencers are excellent for giving out product advice. But recommendations from people that customers know in real life are even better. Distributors, ambassadors, and nano influencers regularly connect with your target audience, creating an authentic relationship. They are next-door neighbors, friends, a retailer you visit often, or your yoga instructor, who tells you what and whom to buy from.  

Recommendations from these influencers create word-of-mouth, which is more powerful and trustworthy than advice from people you see on screen. Health and wellness brands can partner with these influencers to create credibility and a more authentic brand image. 

Example: Herbalife 

Herbalife is a dietary supplement company that launched an intelligent influencer strategy to leverage word-of-mouth publicity. The international health and wellness company launched a worldwide distributor program, encouraging regular people like retailers, instructors, entrepreneurs, or even nano influencers to register and sell the company’s products while sharing valuable information with their peers and family. 

The Herbalife independent distributors share insightful content via social media pages, coaching programs, YouTube videos, and WhatsApp groups. These distributors act as motivators and supporters, helping people live a healthy lifestyle using Herbalife’s products. They share valuable information to create awareness and enable sales. 

Amanpreet is an Indian fitness coach and certified nutritionist sharing fitness tips with her community. With over 8.2k followers on Instagram, the nano influencer is an active distributor for Herbalife Nutrition who shares the benefits of using supplements along with clean eating to attain optimal weight, driving spectacular sales for the brand. 

4. Look beyond health and fitness creators 


Perhaps you’re looking for ways to outshine your competitors. The best approach is to look beyond fitness and wellness creators. Many health and wellness brands partner with fitness influencers to advertise their products or services, which can result in unexciting and common content. People expect fitness influencers to talk about fitness brands. 

Going beyond these influencers will help you develop new ideas to advertise your product to an untapped market. Think adventure content creators like surfers, skateboarders, and more. These influencers have a niche audience who love outdoor activities and live an active lifestyle, which beats gym fitness. Take advantage of their love for nutritional and healthy food to promote your products. 

Example: Huel 

Huel is a health and wellness food brand producing meal replacements and therapeutic food options for people who live an active life and seek quick nutrition. So instead of going for gym instructors, they partner with adventure lovers and enthusiasts to promote their product to a niche audience. 

These creators can be models, skateboarders, climbers, surfers, photographers, nurses, and even mommy bloggers and dad influencers with an authentic voice. They create videos and images mentioning the company’s active efforts to provide quick ready-to-consume food options for people on the run. 

Micky Papa is a renowned skateboarder who creates content around clean eating and an active lifestyle. The influencer promotes Huel’s ready-to-drink health powder that gives him a quick energy boost, helping him stand the physically-draining skateboarding regime. The strategy is also an excellent way to target Gen Z and millennial students who look for quick meal options. 

5. Rally behind animal influencers 


Who says only humans can promote wellness products? Animal or pet influencers are the cutest, most positive influencers on the internet, making excellent partners for advertising fitness brands. Not only do people love watching them on their screens, but they also engage with pet influencer content. Rallying behind animal influencers to promote health and wellness products is a great way to target a wide audience, including pet parents, families, and more. 

Example: Incogmeato by Kellogg

Incogmeato is a vegan-friendly food company from MorningStar Farms owned by Kellogg’s. The health and well-being company promotes healthy plant-based mock meat options for vegan eaters. And to promote these meals, they partner with animal influencers. 

In 2020, the company contacted three pet influencers, @sammichicken, @Prissy_Pig, and @BuckleyTheHighlandCow, to promote their newly launched vegan-friendly food line. 


Partnering with pet influencers allowed the brand to reach vegans and animal lovers who might be seeking quality vegan products. The partnership helps the company impact the audience while conveying its brand message—adopting a vegan lifestyle to prioritize health and prevent animal slaughter. The pet influencers tug at people's emotions, pushing them to make an active change. 

Check out our case studies for more health and wellness influencer marketing examples! 

How to measure the ROI of health and wellness influencer marketing


So, you've invested in collaborating with health and wellness influencers to promote your products or services. But how do you know if it's worth it? That's where measuring ROI comes in. Here are some ways to track and evaluate the effectiveness of your influencer campaigns.

  1. Track Unique URLs and Promo Codes: Track unique URLs and promo codes is a great way to measure the impact of influencer collaborations. You can easily track the traffic and conversions generated from their specific campaigns by providing influencers with custom URLs or exclusive discount codes. It's like giving them their secret code to unlock the magic of your campaign!
  1. Analyzing Engagement Metrics: Engaging with an influencer's content is a key indicator of audience interest and involvement. By analyzing engagement metrics such as likes, comments, shares, and video views, you can assess the level of interaction and gauge the resonance of your campaign with the target audience. It's like having your finger on the pulse of your audience's interests!
  1. Monitor Website Analytics: Monitoring your website analytics is essential in understanding the impact of influencer marketing on driving traffic and conversions. Using tools like Google Analytics, you can track the referral traffic from influencer-generated content, identify the pages visited, and measure the time spent on your site. It's like having your detective uncover the secrets of your audience's behavior
  1. Sentiment Analysis: Consider conducting surveys or analyzing comments and direct messages from influencer collaborations. This feedback can help you gauge brand perception, understand customer sentiment, and assess the campaign's overall effectiveness in meeting your target audience's needs. 


Calculate Cost per Acquisition (CPA) and Return on Ad Spend (ROAS): Calculating key metrics such as Cost per Acquisition (CPA) and Return on Ad Spend (ROAS) can help you determine the financial impact of your influencer marketing efforts. By comparing the cost of the influencer campaign to the number of conversions or sales generated, you can evaluate the cost-effectiveness of your investment and assess the ROI.

To learn more about influencer marketing and ways to run a campaign, Request a Free Trial! 

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