In 2019, Health and Wellness have been at the forefront of a lot of minds and arguably, social media has had a strong impact on this growth. A Healthline survey investigating the trends among Health and Wellness Influencers found that there are social media accounts providing advice and content on just about every health-related condition. Last year, at the Global Wellness Summit, Ophelia Yeung, a senior research fellow at the Global Wellness Institute stated that “wellness has become a dominant lifestyle value that is profoundly changing consumer behaviour and changing the markets.” People are spending more of their disposable income on their wellbeing rather than on traditional products like fashion with several studies showing that globally, we are all investing more in our health.
The USA is no exception to this shift, with statistics reporting that the Health and Wellness market is expected to reach a staggering $179 billion by 2020. With the market becoming increasingly competitive, many health and wellness brands are turning to Influencer Marketing to help them connect to their target audience and encourage them to include their products as part of their new healthy lifestyle.
In this post, we have highlighted 3 US brands that are winning with the help of Influencer Marketing.
Fabletics: Inclusive Influencers
Co-founded by award-winning actress, Kate Hudson, Fabletics is an online subscription retailer selling women’s athleisure. They have invested heavily in Influencer Marketing for several years, even calling for influencers to apply directly through their website. Fabletics claims to be an all-inclusive brand and this is reflected by the diversity of their #FableticsAmbassadors. Wearisma’s analysis reveals that inclusive Influencer selection practices are well received by audiences. For example, during August – September 2019 plus-size influencer Sarah Rae Vargas’ (@sarahhhrae) content for Fabletics achieved the 4th highest media value (~97K) for the athleisure brand.
Ritual offers a subscription service of vitamins made specifically for women. The design of the vitamins is particularly insta-worthy, feeding into their catchphrase “good looking science”. The global dietary supplements market size is projected to reach $195 billion by 2025 with North America emerging as the largest market for dietary supplements in 2018. Ritual is using Micro-Influencers to maintain its growth within this competitive market. When looking at #RitualPartner’s Wearisma’s analysis found that in the last month, Micro-Influencer gabby phi (@gabbyphi) achieved the highest engagement rate (5.5%).
Terra Origin: Mummy-Influencers
Terra Origin offers a range of protein powders and vitamins to suit a variety of needs from healthy digestion to healthy hair. Out of the three, they have one of smaller social media followings (5K Instagram followers as of September 2019). However, Terra Origin is aware of the value of Influencers, using them often most recently to promote their launch in department store Target. Terra Origin has seen success with Mummy-Influencers in particular. In the last month, the Influencer achieving the highest (13.2%) engagement rate is mother Shea Young (@sheayoung8). In our Mother’s Day blog this year, we highlighted the benefits of targeting mothers who are becoming increasingly active on social media.
It is going to get increasingly difficult to optimise your brand without the implementation of an intelligent Influencer Marketing strategy. As highlighted by these three brands, Wearisma’s analysis suggests that working with ‘inclusive Influencers’, ‘Micro-Influencers’ and ‘Mummy-Influencers’ will help Health and Wellness brands defend their position within this growing industry.