“Many of the health brands that are thriving today are thriving because of their marketing budgets, but not necessarily because of the ingredients in their products or the science behind them. This is a big problem.” she told Newt Ingredients.
“At the same time, there is no denying that influencer marketing is the best way to market online right now, especially for those in the health and nutrition space. From baby boomers to Gen Z, everyone is using social media. Young audiences turn to social media to interact, be inspired, and educate themselves. At the end of the day, you have to meet your customers where they are.”
The social media advertising market is growing at a staggering 4.53% annually and is expected to reach $247.3 billion by 2027 (Statista). And with 50% of Millennials trusting product recommendations from social media influencers (Morning Consults), this is a clear route to customer hearts.
But Weiwell understands that Instagram marketing comes with a bad reputation, so some people may be reluctant to jump at the opportunity.
“There are a lot of people out there who promote quick fixes, so I can understand why it might seem unethical, but there are better ways,” she says.
To support brands that want a more “ethical” path to success, Waywell's health and nutrition-focused influencer marketing agency Locus offers science-backed and simply quick-fix solutions. We only work with companies that are trying to educate consumers rather than sell them. Fast return.
She noted that one of the challenges for supplement brands marketing online is the need to allow enough time for influencers to take the product and feel the benefits.
“If you want them to talk about the benefits they've noticed, brands will need to be patient and give them a few months to continue taking the product.”
Short videos, typically less than 1 minute, capture the attention of 66% of consumers. These bite-sized videos are highly shareable and 2.5 times more engaging than longer videos.
Furthermore, 84% of people said they visited a website after seeing a video ad for a brand's product or service.
(Sprout Social)
Another challenge for health brands is figuring out the science behind their products. That's why Waywell's team works closely with his Scicomwiz, a US-based science communications strategic partner, to help clients explain the benefits of their products in a social media-friendly way. Masu.
“We provide influencers with an informational brochure that outlines the ingredients in each product and what they can and cannot say about each,” Weiwell explained. “Many influencers take their role seriously and are willing to go the extra mile to ensure they are well-informed and informed.”
According to social media management platform Sprout Social, brands today are held to higher standards than their friends, family, and even politicians, with 81% of individuals believing that social media has raised the bar for corporate responsibility. It is said that there is.
“Consumers are now savvy and will call someone out if someone is clearly promoting a product they know nothing about,” Weiwell added.
next big thing
Weiwell also said that with so many health and nutrition brands appearing on the platform, brands need to work harder to stand out from the crowd.
“You don't need to launch a new product to build momentum for your brand; you just need to create an ambitious campaign with your hero product,” she said.
“You need to carefully select the right influencers for your mission. You also need to carefully select the influencers that are right for your mission. You also need to make sure that your influencers stay in the spotlight and continue to share your message, even after the first deliverables are delivered. You have to maintain the relationship, this is what it's all about.'' If it takes time and an agency can support you.
He then pointed to strategies to build momentum for Campaign IRL, including organizing events, workshops and exercise classes, as well as establishing partnerships with local businesses and special events such as marathons. She highlighted that the MyProtein, MyShark, InnerMost, and Pureness brands do this particularly well.
“These brands are great at bringing communities together, both online and in person. And once people attend these events, they become loyal to the brand. They say, 'I know the brand. , you know the people behind it,'” she said. , I trust them, so why should I go anywhere else? ”
Tightening regulations
Member states across Europe are cracking down on unethical and illegal online marketing practices.
The UK Government will soon introduce the long-awaited Digital Markets, Competition and Consumers Bill, designed to strengthen the enforcement of consumer protection laws relating to the online marketing of products.
The bill would give the Competition and Markets Authority (CMA), rather than the courts, the power to decide directly whether a consumer law has been breached and impose fines of up to 10% of a company's global turnover.
Mark Tallon, Chief Executive Officer of Legal Products Group Ltd, told NutraIngredients earlier this year that this is a serious threat to the functional food and supplement industry, particularly regarding misleading green claims, fake reviews, subscription services and influencer promotions. He said it would have a significant impact on the
And Italy recently introduced new advertising guidelines for social media influencers, meaning the most influential online celebrities will be regulated by the same authorities as mass media.
AGCOM (Italian Telecommunications Guarantee Agency), which traditionally regulates mass communications and multimedia services, announced at the beginning of 2024 a new “Influenza Agency” aimed at guaranteeing compliance by influencers with the provisions of the Audiovisual Integration Law. “Guidelines for Enthusiasts'' were announced. media services.
The guidelines cover commercial communications, the protection of fundamental human rights, the safety of minors, and the value of sport, and provide a mechanism for authorities to issue warnings, order the removal or alteration of content, and impose hefty fines. .
