To unpack how influencer marketing is evolving in this space, we sat down with Sage Zaree, a digital marketing strategist with over 10 years of experience helping health brands grow by leveraging community, content and technology. In this interview, Sage breaks down what makes influencer marketing work in wellness, how to avoid the most common pitfalls and why authenticity is more than a buzzword.
What makes influencer marketing uniquely powerful in the health and wellness space?
Influencer marketing in wellness works because people are craving real connection and first hand credibility, especially when it comes to people’s personal health. You’re not just asking someone to try a new snack or wear a new pair of shoes; you are asking them to trust you with their body, their routines, and their self-care. That is very intimate. Traditional advertising doesn’t build that level of trust. But when someone you already follow and respect shares how a product fits into their wellness journey that’s powerful.
The other key factor is relatability. Wellness isn’t “one size fits all”. The journey looks different for a new mom dealing with postpartum recovery versus a 45 year old focused on hormone balance or a college student tackling anxiety. Influencers are able to speak to these micro communities with empathy and specificity. Brands that tap into that understand that influence is about shared experience not just reach.
What do successful health and wellness influencer campaigns get right?
The best campaigns understand that influence is built, not bought. Successful brands don’t treat influencers like media placements; they treat them like creative partners. That means codeveloping content, giving them space to tell their own story and not over policing how the product is shown. In fact, the less scripted it feels, the more credible it becomes. If someone’s just reading a script or showing a perfectly lit product shot, people scroll past. But if they’re talking about how a supplement helped their energy or why they swapped to a nontoxic skincare brand, that resonates.
Another thing they get right is measurement. Great brands go beyond likes and shares. They look at engagement quality, repeat exposure, sentiment and even long-term lift. And they invest in continuity. A one time post rarely moves the needle but a creator who authentically integrates your product into their content over time can become a real brand ambassador. I’ve seen campaigns where influencers end up on the R&D or creative team later. That’s when you know the partnership worked.
What are the most common mistakes brands make in this space?
One of the biggest mistakes is focusing only on aesthetics or follower counts. A perfectly groomed feed is great, but if the influencer doesn’t actually use wellness products or speak to health focused audiences, it won’t move the needle. I've seen brands chase “influencer fit” based on look alone, without checking if their audience aligns. That leads to low engagement and lost credibility. Wellness audiences are very sensitive to authenticity they can smell a sponsored post from a mile away if it doesn’t feel earned.
Another issue is underestimating the time and effort it takes to build a successful program. Influencer marketing isn't just outreach and posting it requires relationship building, negotiation, content approvals, FTC compliance and data tracking. It’s a workflow. Some brands try to do it in house without the right tools or experience and burn out. Others use influencer platforms and treat it like a vending machine. That rarely yields real brand lift. You need human connection behind the scenes to build a human connection on screen.
How has the influencer landscape evolved post 2020 in wellness?
Post 2020, consumers want transparency more than ever and that’s changed the influencer space dramatically. During the pandemic, people turned to social media not just for entertainment, but for guidance: mental health tips, immune support, home workouts, sleep rituals. And they wanted creators who felt real, not aspirational. That reset the bar. Now, wellness brands are working with therapists, nutrition coaches, breathwork guides, people who may not have millions of followers but have deep trust in niche communities.
There's also a bigger appetite for “unpolished” content whether that’s behind the scenes glimpses, livestreams or storytelling formats like TikToks and YouTube Shorts. These formats allow creators to connect in more human, unscripted ways. And it’s not just Gen Z. I’ve seen growth in 35+ audiences on TikTok around topics like hormone health, perimenopause and recovery. Smart brands are evolving their strategies to meet people where they are and speak to them in more relatable tones.
What trends should wellness brands watch right now?
One of the biggest shifts is the move toward community powered influence. We’re seeing more brands build long term ambassador networks or creator collectives instead of transactional “one off” campaigns. It’s about turning influencers into part of your brand ecosystem, inviting them to events, co creating products or even tapping them for customer research. That kind of integration builds real loyalty, not just temporary visibility.
I’d also watch for innovations in AI powered influencer matching, which helps brands find creators based not just on demographics but on values, voice and audience overlap. Another big one is values based messaging, mental health advocacy, sustainability, inclusivity. Consumers want to support brands that support the things they care about. Lastly, don’t sleep on older influencers. Wellness is now spanning every age group and creators in their 40s, 50s and 60s are building huge trust around longevity, mobility and holistic health.
Any final advice for wellness brands just getting started with influencer marketing?
Start small, but start smart. You don’t need a huge budget to break into influencer marketing but you do need a clear message. What’s your product really doing for people? What’s the story behind your brand? Why does it matter? Once you know that, find creators who already live that story. If they’re already using your product or speaking to your audience’s problems, that’s a natural fit. Reach out personally, not through a generic brief. Build a real relationship.
Finally, give it time. Influencer marketing in wellness is a marathon, not a sprint. The ROI comes from consistency the 7th mention, not the first. Look at the data, test different platforms and keep showing up in communities that align with your mission. If you stay true to your values and treat creators as partners, not just promo channels, your brand will grow in a way that actually lasts.