Wellness Brands Recruit Influencers To Promote Vitamin For Toddlers
Several children's vitamin and supplement brands count on influencers to gain traction. Particularly after the Covid-19 pandemic, when a slew of D2C eCommerce brands entered the wellness market and used influencer marketing to create touchpoints with consumers. It emerged as a novel marketing strategy to capitalize on shifting consumer attitudes toward the overall well-being of their children.
Even as many parents and pediatricians debate the relevance and safety of using jelly beans, gummy vitamins, capsules, and other forms of vitamins for children, various brands offering vitamins for toddlers are gradually becoming household names.
Brands, such as SmartyPants Vitamins, OLLY Kids, MegaFood, Nature's Bounty, First Day, etc., use influencer marketing to reach new audiences, win parents' trust, spread awareness, and establish a place in the market. These brands collaborate with mom bloggers, fitness gurus, health and wellness influencers, parenting content creators, pediatricians, and more to create brand awareness.
How do brands use influencer marketing to endorse vitamin for toddlers?
In the face of fierce competition, brands are employing every strategy possible to entice consumers to purchase vitamin for toddlers, such as appealing packaging, new product designs, social media, customer reviews, and turning to influencers to get into the game.
Influencer marketing helps brands interact with their customers, drive engagement, evaluate customer demand, and see how many people are talking about them.
But the kids' vitamin and supplement brands also use influencer marketing:
- To educate the potential customers
Parents rely on blogs, podcasts, ebooks, and videos, to look for better ways to enhance their parenting skills and raise healthy kids. Influencers help brands create tons of authentic content like what multivitamin is best for toddlers, are vitamins and supplements good for toddlers, why and when kids need vitamin supplements, and the likes, to educate their target audience.
In doing so, they include product recommendations or reviews to help concerned parents pick trusted brands for kids. You can find several mom bloggers like At Home With Natalie, Baby Boy Bakery, Juggling The Jenkins, etc., sharing their own opinions about kids' products to shape consumers' buying decisions.
- To win the audience's trust and build credibility
The influencers promoting vitamin for toddlers have the audience's trust due to their content. They directly target the concerned, modern parents with their knowledge and experience. The sense of familiarity and community the influencers create drives the parents to trust them and their opinions, helping brands build credibility and loyalty for their products.
For example, Ritual Vitamins is a sustainable direct-to-consumer (D2C) brand based in the USA that uses influencer marketing to win the audience's trust. The company's subscription model allows customers to order women's prenatal and toddler vitamins to their doorstep.
Ritual offers a #ritualpartner program where influencers can sign up and promote their products by creating content about how the product is vegan, uses recycled packaging materials, and is good for health. Parent or mom influencers promote their kid's multivitamin product line. They create content like 'morning routines with Ritual multivitamins,' 'dieticians review for Ritual vitamins,' 'Ritual vitamins for picky eaters,' etc. Such content spreads awareness about the product and builds trust in the audience.
- To create buzz for a product
Influencers are excellent at generating buzz for a product or a brand. Whether it's a new product in the market or an existing one, influencers have the power to make consumers consider purchasing the product. The influencer-generated content on social media encourages the audience to try out trending products for themselves, which leads to better sales for the brand.
For example, the gummy bear vitamin and supplements for kids and adults became the new fun way to add multivitamins to the diet. Skincare, haircare, and parent influencers flooded social media with content regarding the benefits of gummy supplements. The product became a must-have in most households for various health benefits like hair care, immunity, skincare, etc. Even today, gummy vitamins are a popular source of nutrients for consumers.
- To reach new potential customers
The target audience of the vitamin and supplement industry – concerned or health-conscious parents – isn't easily accessible. Some parents are unavailable on all social media platforms or don't regularly check their emails, making them an undiscovered or unreachable audience for the brands.
Partnering with multiple influencers on multiple platforms lets brands access undiscovered audiences who might be looking for similar products as yours.
Vitamin For Toddlers: How can brands connect with suitable influencers?
Finding the right influencers is a challenge for most brands but a necessity at the same time as this step decides the entire course of the campaign.
So, for brands offering vitamin for toddlers, it is advisable to look out for some major points before hiring influencers.
Here’s a simple checklist you can follow! The influencers should:
- Be educated and act as credible sources
Unlike many other industries, the vitamin and supplements sector requires influencers to share content based on some level of knowledge and qualification and not just experience.
For example, pediatricians, dieticians, nutritionists, or qualified and experienced moms are reliable sources for the audience to learn about kids' vitamin and supplements. They promote only those products that actually have some health benefits and are okay for kids to consume.
- Have the trust of your target audience
Authentic influencers promote products they have used before and have worked for them. Unlike most creators, they do not accept brand collaborations blindly to make money in the saturated influencer marketing industry. Instead, they create original content that helps their audience solve a problem or attain the right information.
The audience trusts such creators because of genuine opinions and personal insights based on real experiences with the product.
Choosing such influencers to endorse your product helps the audience see you as trustworthy and genuine.
- Publish more non-branded content on multiple platforms
Many content creators fill their social media pages with brand mentions, hashtags, and sponsored posts. Such content does not help your brand stand out from the crowd and you may end up getting lost among all the branded content.
Therefore, pick influencers who post more original and non-branded content on multiple platforms like Linkedin, Facebook (Meta), YouTube, Podcasts, etc. to expand your reach and get noticed by the audience.
Influencer marketing platforms such as affable.ai help discover relevant influencers by giving you insights on creator profiles. The insights include data like audience locations, content distribution, brand mentions, and more.