In the world of supplements and vitamins, influencer marketing isn’t just a buzzword—it’s the secret sauce propelling brands into the spotlight. With the global dietary supplement market valued at $177.50 billion back in 2023 and projected to grow at a CAGR of 9.1% by 2030, it’s clear that this sector is booming.
But here's the kicker: it’s no longer about a one-time product shoutout or flashy endorsements. The real magic happens when brands build long-term, authentic relationships with influencers, turning them into trusted advocates rather than just promoters. Enter Jamieson Vitamins and their powerhouse #OwnYourHealth campaign—a shining example of this new era of influencer marketing.
By teaming up with a diverse mix of influencers, Jamieson didn’t just showcase their products; they embedded them into real-life health journeys, driving genuine connections and skyrocketing engagement.
With over 350,000 interactions, they proved that authenticity and ongoing partnerships aren’t just nice-to-haves—they’re game-changers. Ready to learn how this strategy can work for your brand? Keep reading to unlock the secret of Jamieson Vitamins and the best influencer marketing playbook for supplements and vitamin brands.
- 1. Leveraging Personalized Wellness Stories to Build Trust and Engagement
- 2. Leveraging Micro-Influencers for Authentic User-Generated Content (UGC) at Scale
- 3. Supercharge Your Amazon Sales with User-Generated Content
- 4. Building a Quality-First Influencer Program
- 5. Streamlining Influencer Content Creation for Massive ROI
- 6. Building Personal Connectiontions Through Influencers
- Unlocking Wellness Success
- Frequently Asked Questions
1. Leveraging Personalized Wellness Stories to Build Trust and Engagement
When it comes to supplements and vitamins, the key to standing out is all about building trust and creating authentic connections. Rather than simply gifting products to influencers and hoping for the best, there’s a strategy that’s a little more personal. Enter the world of long-term, personalized content series—a clever way to weave your product into the ongoing health journeys of influencers in a way that feels natural, engaging, and above all, genuine.
For supplement brands, this tactic is a goldmine. People want more than a quick endorsement; they want to see how your products can actually fit into their lifestyle, helping them achieve their personal wellness goals. By collaborating on a content series that unfolds over time, you’re not just making a one-time splash—you’re nurturing an ongoing relationship between influencers and your brand.
Think of it like a mini wellness docuseries, where influencers document their journey with your products, creating an audience can follow and connect with. It’s about weaving your product into their day-to-day lives, showing the real impact it has over time, and letting their followers see the transformation unfold naturally.
Take Jamieson Vitamins’ #OwnYourHealth campaign, for example. Instead of a typical one-off product shoutout, Jamieson partnered with a diverse mix of influencers, from macro to micro, across niches like fitness, wellness, and family. The goal? To create a long-term, personalized content series where influencers integrated Jamieson vitamins into their daily routines and shared their wellness journeys over several months.
Each influencer crafted a unique narrative. They shared how Jamieson helped with cold and flu season or how they relied on the vitamins to stay energized and healthy during summer workouts. But it wasn’t just about the product—it was about how Jamieson became part of their lives. These influencers didn’t just talk about the benefits of the vitamins; they told stories that felt authentic and relatable, connecting their personal health stories with Jamieson’s promise of purity and quality.
And here’s where the magic happened: Jamieson didn’t just use big-name influencers. They made sure the voices of BIPOC and minority influencers were amplified, ensuring the campaign resonated with a wider, more diverse audience.
The result? Over 350K engagements across social media platforms, with 130K clicks driving traffic straight to the Jamieson website. They surpassed their reach and impressions goals by a significant 21% and 37%, respectively. Oh, and did I mention they saw a notable ROAS lift through smart retargeting tactics? Yeah, it worked.
Key Takeaway
If you want to take a page from Jamieson’s playbook, consider creating long-form, personalized content series with your influencers. Instead of relying on quick shoutouts or sporadic posts, work with your influencers to craft a wellness journey they can authentically share over time.
When your influencers weave your products into their daily routines and share their genuine experiences, it builds trust, encourages engagement, and drives those conversions. Just like that, you’re turning a simple product partnership into a powerful narrative that your audience wants to follow.
2. Leveraging Micro-Influencers for Authentic User-Generated Content (UGC) at Scale
When you think about influencer marketing, chances are you’re imagining the typical product shoutouts or influencer reviews. But what if I told you there’s a way to supercharge your content creation without spending a fortune on studio shoots? Enter the world of user-generated content (UGC), and more specifically, the magic that happens when you bring in micro-influencers to create high-quality content that feels real, relatable, and personal.
Here’s the strategy: Activate a targeted group of micro-influencers to generate UGC that showcases your products in authentic, everyday contexts. The key here is that these influencers don’t just post about your product—they create content that you can repurpose across your marketing channels, from social media to your website, email newsletters, and beyond.
It’s like getting a treasure trove of fresh content while also boosting brand awareness and engagement. Win-win, right?
This strategy is particularly effective for supplements and vitamins brands, where trust and authenticity are essential. Consumers want to see real people, not just polished studio photos, using your products and reaping the benefits. The result? You get a massive boost in engagement and visibility while having content that resonates with your audience because it’s created by people just like them.
HUM Nutrition, the wellness brand known for its all-natural line of vitamins, teamed up with Minisocial to create a campaign that did exactly this. HUM’s goal was simple: they wanted to move away from their usual studio content and leverage user-generated content to showcase their products in a more natural, authentic light.
Here’s where things get juicy: 50 micro-influencers were brought in to create UGC that aligned with HUM’s brand story. These influencers weren’t just posting about the products—they were sharing how HUM Nutrition’s vitamins fit into their real, everyday lives.
They created content that showed the products “in the wild,” so to speak. From cozy kitchen counters to busy desks, these creators made HUM’s vitamins part of their authentic wellness routines, and that felt so much more relatable than typical studio shots. Some even took their audiences on a shopping run to show where they could find their favorite supplements, like Lanie Kristin.
The outcome? A library of 65+ fully licensed assets that HUM could use across their marketing channels. Not only did this help them amplify their brand and connect with a broader audience, but it also delivered performance metrics that were hard to ignore.
The campaign surpassed traditional micro-influencer benchmarks, with high engagement and earned media value (EMV) totaling $10,040. With over 429K in cumulative following and content that felt genuine, HUM Nutrition successfully tapped into the power of UGC to elevate their marketing efforts.
Key Takeaway
If you’re a supplement or wellness brand looking to shake up your marketing game, it’s time to think beyond product gifting and influencer shoutouts. Activate a group of micro-influencers to create high-quality user-generated content that you can repurpose across all your marketing channels.
Not only will you boost your engagement, but you’ll also get authentic, real-world content that speaks to your audience in a way that studio shots just can’t. So, grab those micro-influencers, let them create, and watch your brand grow—one relatable post at a time.
3. Supercharge Your Amazon Sales with User-Generated Content
This is yet another strategy similar to the previous one, in the sense that UGC played a key role. However, both strategies differentiate in one key area. Namely, how do you scale UGC without losing control over your brand’s message or creative direction? Well, here’s the strategy: Collaborate with content creation platforms to generate custom, product-specific content that’s optimized for Amazon’s shopping experience.
Think compelling lifestyle shots, product reviews, and video content that sells—all created by real consumers, but controlled by you.
Shoppers want to see real people using the products in real settings, not just a polished studio shot. When you can harness the power of UGC while still ensuring it aligns with your brand’s voice, you're golden. But how do you actually make this happen at scale without losing your mind? Let’s dive in.
Nature’s Way, the Utah-based wellness brand known for its vitamins, enzymes, and probiotics, cracked the code on scaling user-generated content in a way that directly boosted their Amazon sales. The challenge? Nature’s Way had been using stock imagery for years but quickly realized it wasn’t cutting it on Amazon, where consumers crave authenticity. Enter Cohley, a platform designed to help brands generate and scale custom content from real users, while still keeping everything on-brand and high-quality.
Together, they crafted specific creative briefs for each product, ensuring that the images, videos, and reviews would resonate with their target audience. The Cohley team worked with Nature’s Way to carefully review and approve content, all while making sure it was fresh and personalized. Rather than relying on generic stock images, Nature’s Way used real, product-specific lifestyle shots across multiple products.
This gave their Amazon product detail pages (PDPs) a much-needed refresh, making them feel more relatable and engaging.
The result? A 30% increase in sales on those product pages. The content wasn’t just eye-catching; it was aligned with consumer expectations, offering a more personalized and trustworthy shopping experience. Those images and reviews weren’t just fluff—they were creating a connection with real people who were genuinely using the products.
Key Takeaway
If you’re a supplements or vitamins brand looking to scale your content and boost your sales, don’t sleep on user-generated content—and don’t just rely on generic stock photos either. Partner with a platform like Cohley to create custom, product-specific lifestyle content that feels authentic and personal.
By working with influencers or customers to generate UGC that’s tailored to your product and brand story, you can optimize your Amazon product pages and drive conversions without losing control over the creative process. Start testing and scaling content that speaks directly to your audience’s needs—and watch your sales soar.
4. Building a Quality-First Influencer Program
When you prioritize quality over quantity, your marketing efforts become more authentic, more aligned, and, frankly, more profitable. Here's the strategy: Refine your influencer program by narrowing your focus to true brand ambassadors—people who genuinely love your products, align with your values, and can create deep, lasting connections with your community.
This isn’t about gathering a big group of influencers; it’s about building a smaller, more engaged squad that can authentically advocate for your brand.
For supplement and wellness brands, this approach is especially powerful. After all, your customers are looking for more than just a product—they’re seeking trust, reliability, and community. By focusing on genuine brand ambassadors who truly resonate with your ethos, you create an influencer program that feels more like a tribe than just a marketing tactic.
The best part? This targeted approach can drive higher engagement and, ultimately, increase your sales by building authentic brand love.
Organifi, the superfood-powered wellness brand, took this strategy to heart when they realized their influencer program needed an overhaul. While their previous approach included working with a large number of influencers, the results weren’t reflecting the quality of engagement they were aiming for. They realized that partnering with influencers who had a genuine affinity for their products was the key to building a loyal, connected community.
So, what did they do? They completely revamped their influencer marketing program, focusing on quality over quantity. Instead of working with hundreds of influencers, Organifi decided to narrow their focus to just ten of the best creators—those who truly embodied the brand's mission of health, wellness, and transformation.
But here’s the kicker: Organifi didn’t just pick these influencers based on follower count. They carefully curated ambassadors who closely matched their buyer personas, targeting creators with an audience that would genuinely appreciate their superfood products.
To streamline this new strategy, Organifi adopted GRIN, a creator management platform, to help with creator recruitment, relationship management, and campaign execution. This tool allowed them to efficiently search for ambassadors whose audiences aligned with their key demographics—whether it was based on age, location, or engagement levels. They could now recruit creators who fit their brand like a glove, using data and insights to make smarter, more targeted decisions.
@organifi Truly my last straw. Im gonna need 2-5 business days to recover from this tragedy (aka by the time I get my new bag of Harmony) #wendywilliams #wendywilliamsmeme #happyhormones #healthyhormones #periodtips #hormonetea #periodtea #mensturalhealth #mensturalwellness #periodproblems #thisistheworst ♬ Wendy Williams Life Could Be Worse - Opal
And the results? Well, the numbers speak for themselves. By focusing on high-quality, deeply aligned influencers, Organifi was able to increase revenue and strengthen their community connections. The ambassadors weren’t just talking about the products—they were living and breathing the brand’s values, making the partnerships feel genuine and long-lasting.
Key Takeaway
If you want to build an influencer marketing program that drives real, sustained growth, start by focusing on quality, not quantity. Narrow your search to ambassadors who truly align with your brand values and who are passionate about your products.
Use tools like GRIN to help you manage creator recruitment and streamline the process, ensuring you’re targeting the right creators who can drive authentic engagement. The result? A more effective, profitable influencer program that generates genuine brand love and long-term customer loyalty. Quality influencers = quality results. Simple as that.
5. Streamlining Influencer Content Creation for Massive ROI
When it comes to influencer marketing, scale doesn’t mean you have to sacrifice authenticity. The key is efficiency. Supplements and vitamins brands can harness the power of influencer marketing without burning through tons of resources by using technology to streamline everything—tracking relationships, managing content, and measuring success in one unified system.
Enter influencer management platforms like GRIN (yes, they feature once again), which enable brands to maintain meaningful relationships at scale and generate massive ROI.
This strategy revolves around automating and centralizing influencer data—from content creation to performance tracking—so you can scale your influencer program without sacrificing quality. By curating an army of highly engaged, content-generating influencers, you can create a treasure trove of user-generated content (UGC) that fuels both organic engagement and paid advertising efforts.
Trifecta Nutrition, a company that delivers organic meals tailored to athletes’ specific nutritional needs, faced a similar challenge: how could they scale their influencer marketing program without losing sight of quality relationships and authentic content? The answer? They turned to GRIN to help them streamline their entire influencer marketing process, from creator outreach to content repurposing.
By using GRIN, Trifecta was able to manage relationships with over 170 influencers, including pro athletes and top tastemakers, with a fraction of the effort they were putting in before. The platform’s automation tools allowed them to segment creators by performance, track detailed metrics, and generate reports—without needing to manually sift through social media platforms or manage countless spreadsheets.
What was the result of all this streamlined effort? A gold mine of UGC. Trifecta was now able to quickly sort and repurpose over 2,000 pieces of creator-generated content for both organic social posts and paid ad campaigns. Because of this content, Trifecta saw massive engagement on their own social channels and created paid ads that truly resonated with their target audience.
And the cherry on top? Trifecta reported a 10X ROI on their influencer marketing program, thanks to the combination of efficient influencer management, authentic content, and seamless scaling.
Key Takeaway
If you want to scale your influencer marketing program without losing your mind (or your marketing budget), it’s time to centralize your efforts. Adopt an influencer management platform like GRIN to track influencer relationships, measure performance, and automate content management.
This allows you to focus on the authenticity of your partnerships while scaling effortlessly. By streamlining your workflow and leveraging creator-generated content, you’ll maximize your ROI and elevate your brand’s influence—without adding more to your plate. Efficiency is the name of the game!
6. Building Personal Connectiontions Through Influencers
In the crowded world of supplements and vitamins, standing out isn’t just about showing off the benefits of your products—it’s about creating a personal connection with your audience. People don’t just want to buy vitamins; they want to connect with a brand that understands their wellness journey and supports their goals. That’s where storytelling comes into play.
The strategy is simple: Feature influencers sharing their personal wellness journeys in a way that resonates with their audience. By tapping into their authentic experiences, you can create content that feels relatable and genuine, rather than just a standard ad or product review.
This approach is particularly effective for wellness brands because it highlights the real impact of your products on people’s lives, not just their bodies. It shows how your brand integrates into their daily routines and helps them thrive physically, mentally, and emotionally.
Vital Proteins, the collagen brand, used this very strategy to power their global “Every Moment is Vital” campaign. The idea was simple yet powerful: rather than just showcasing their products, they invited a select group of influencers—Addison Rae, Iskra Lawrence, Chase Tucker, and Silvy Araujo—to share their personal wellness journeys, showing how Vital Proteins played a role in their day-to-day lives.
Each influencer’s story was an intimate glimpse into what wellness meant to them. From Addison Rae’s focus on protecting her energy and cultivating feel-good connections, to Iskra Lawrence’s message about self-love and body confidence, Vital Proteins gave these creators the platform to express what wellness looks like through their lens. This wasn’t just about vitamins or collagen; it was about a holistic approach to feeling vital in every aspect of life.
@vitalproteins Why does @addisonre take Vital Proteins? To treat herself from the inside out.💙 So tell us, what is Vital to you? #addisonrae #collagen #collagenpeptides #wellnessisvital #vitalproteinsUS ♬ original sound - Vital Proteins
The campaign also tapped into diverse stories—from a new mom to a fitness expert to a content creator—showing that wellness isn’t one-size-fits-all. These stories, filmed in a documentary-style format and paired with stunning visuals, helped drive authentic conversations about self-care and health. The idea was to inspire their audience to think about their own wellness journey and discover what makes them feel vital.
By focusing on authenticity, the campaign not only generated buzz but also deepened the emotional connection between the influencers, their followers, and the Vital Proteins brand. The result was a stronger brand affinity and a campaign that felt more like an invitation to join a movement than just a product push.
Key Takeaway
If you’re looking to elevate your influencer marketing in the supplements and wellness space, don’t just focus on showing off your products—tell stories. Partner with influencers who can share their genuine wellness journeys, showing how your products fit into their routines and enhance their lives. This builds a deeper, more authentic connection with your audience and drives engagement on a level that goes beyond likes and shares.
So, go ahead, create a campaign that’s not just about selling products, but about making people feel seen and inspired. After all, it’s not just the vitamins that make you feel vital—it’s the stories behind them.
Unlocking Wellness Success
Influencer marketing for supplements and vitamins thrives on authenticity, quality, and personalization. Brands should focus on building meaningful partnerships with influencers who align with their values and wellness journeys, creating genuine, relatable content.
By leveraging storytelling and targeted campaigns, brands can drive engagement, build trust, and foster long-term loyalty. Start scaling your influencer efforts with strategic, authentic collaborations to create lasting impact and see measurable success in the wellness space.
Frequently Asked Questions
What makes micro-influencers more effective for supplement brands than macro-influencers?
Micro-influencers often have a more engaged, niche audience, making their recommendations feel more personal and authentic, which leads to higher trust and conversion rates for supplement brands.
How can supplement brands track the success of their influencer campaigns?
Brands can track success by monitoring metrics like engagement rates, click-through rates, and sales via specific tracking links or affiliate codes, as well as tracking the overall ROI from the campaign.
What is the role of storytelling in influencer marketing for supplements?
Storytelling humanizes the product, allowing consumers to connect emotionally with the brand. By sharing personal wellness journeys, influencers show how the product fits into real, everyday lives, making it more relatable and compelling.
How can supplement brands ensure authenticity in influencer partnerships?
Brands should partner with influencers whose values align with their own, encourage genuine product use, and allow influencers to share their unfiltered experiences to maintain authenticity and trust.
What type of content is most effective for influencer campaigns in the wellness industry?
User-generated content like testimonials, product demos, and before-and-after stories is highly effective in the wellness industry, as it showcases real-life results and builds trust with the audience.
How do influencer partnerships help drive traffic to Amazon listings for supplement brands?
Influencers create content that directs their audience to the brand’s Amazon listing, often using product links or discount codes, which boosts both traffic and sales on the platform.
Can influencer marketing be effective for small supplement brands with limited budgets?
Absolutely! By focusing on micro-influencers and building authentic relationships, smaller brands can achieve big results with lower budgets, especially when they leverage UGC and organic engagement.
What’s the long-term value of investing in influencer marketing for wellness brands?
Influencer marketing not only boosts short-term sales but also builds long-term brand loyalty, increases customer trust, and creates a community of advocates who help drive continued success.
