Fall is here and the winter holiday season is right around the corner which may mean healthy living will start to take a backseat for many consumers as focus is turned to holiday cooking, entertaining and celebrating. But, just like consumers shouldn’t forget about healthy living until New Years … neither should the companies that market to them. Influencer marketing is a great way to connect with your target consumers all year long, even during your off season. In fact, the off-season may be a good time to brand out and try new types of influencers, different kinds of content and make sure you’re not getting lost in the frenzy of New Year health posts that are sure to ensue in a couple of months.
To help nutrition and health brands get started with trying something new in their off-season, we’ve put together a quick guide on all the different kinds of influencers that should be considered. Luckily, there is so much more than just “health” influencers out there. In fact, there are so many possibilities for health and wellness brands when working with influencers, it can be hard to know where to start. Maybe you’re a health brand for children, specializing in healthy food choices that kids want to eat. Maybe you strive to reach the elite fitness gurus out there or you just want to reach the busy target that barely has time for working out. Whatever your brand may focus on, below are just a few of the different kinds of influencers to help you decide which is the right fit for you.
This may seem like an obvious one, but fitness influencers are some of the best to use when promoting your health brand, especially if you find the perfect one that really believes in you and could potentially turn into a brand ambassador all year round. Most of these influencers are professionals in this field so their audience trusts their opinion when it comes to nutrition and exercise. Below, are some of our favorite fitness influencers.
Elainne is a fitness blogger based out of New York City with a reach of over 133k followers. Although she often posts about lifestyle and travel, her main focus is exercise and staying in shape. She even co-founded her own fitness channel called FitWithBAE.
Sarah is a full time health and fitness blogger based in Boston. A certified trainer, she focuses on motivating her audience and teaching them how to live a healthier lifestyle. She is also a mother and has dedicated posts on how to stay fit even during pregnancy. Her fitness videos are also extremely popular on YouTube where they have garnered over 230 million views.
Mommy bloggers have some of the most loyal followings out there. And it’s easy to see why; they showcase brands they use for themselves and for their own children and therefore audiences trust them. There are tons of mom bloggers out there that focus specifically on how to raise their children with a healthier lifestyle which includes more nutritious foods and healthier products to keep around the house.
Sarah is a mom and lifestyle blogger based in the city of Denver. You can find anything on her page from style to travel, but one of her main focuses are her children. She posts often about the products she feels most confident using for them as well has healthy eating tips for her two young girls.
With over half a million followers on Instagram, Ellen has become one of the biggest mom bloggers on the platform. Based in beautiful Hawaii, her and her family of 5 show followers how to live a more holistic lifestyle. From living more naturally to a being a completely vegan family, you’ll feel healthier just looking at her page!
A lot of health blogs these days come from college/millennial influencers. College influencers have proven to have a big voice on social media. Many millennials in college or going into college turn to these influencers for advice, and that includes the very real struggle to stay healthy in when moving away from home. They know college and young adulthood is a hard but important time to keep up with health. They show their followers how they do it.
Kruti is a Florida based recipe developer working on getting her masters in Occupational Therapy. She posts easy and healthy meals almost everyday on her channel. But Kruti is more than just a food blogger, she also talks about yoga, travel, and skin care and gets real about mental health and the importance of self care.
Winnie is an LA based food blogger, dietetic intern and future RD. She dedicates her page to showing her audience how to live a balanced lifestyle and proves that you can have all types of foods in a healthy diet. Along with her recipes, on her blog, you can also find fitness and nutrition tips.
Honestly, sometimes it can be more of a challenge to find recipe developers nowadays that don’t focus on healthy and clean eating than ones that do. There are tons of food bloggers out there that talk on all sorts of healthy eating whether it’s big meals for the family, quick and simple eats throughout the day, or how to eat Whole30 or vegan. These influencers dedicate their lives on how to be healthier and are trusted influencers to leverage when wanting to reach your audience with your health brand.
Peyton is a food blogger who has gained a huge audience from her delicious and healthy (and beautiful) recipes! Her main focus is nutritious eating, but she also throws in lifestyle posts, including her love for running and how she balances her life while staying healthy.
Everything to do with nutrition and wellness, you can find on this page. Wendy and & Jess are not only best friends, but recipe developers, registered dietitians, and certified diabetes educators. Their blog covers everything you’d want to know about living a healthier life. They also have a podcast where they dive deep into health and wellness where they discuss everything from eating habits to stress to yoga.
One great thing about lifestyle influencers is the diversity of their followers. Since most lifestyle influencers focus on so many different aspects of life, they tend to have a huge audience that ranges in interests, location, age, and gender. Although it isn’t their main focus, many big lifestyle influencers do discuss health and fitness, even if it’s just sporadically. But they have a loyal audience that is listening and hearing their suggestions.
Kristin is a huge macro influencer both on Instagram and on YouTube. She focuses on everything from beauty, fashion, home decor, cooking, marriage, being a dog mom, and everything in between. She’s even started her own company, KristinMadeInc! She’s also extremely open and honest with her audience about things like anxiety and her faith which has gained her a loyal and dedicated following. Kristin also gets real about health and talks in her videos about healthy skincare, her fitness routine, and what she eats in a day.
This law school grad turned influencer has gained over 222k followers and it’s not hard to see why. Her feed has fashion, travel, beauty, food. She also runs her own blog where you can find posts about staying in shape, her favorite workout gear, healthy eating habits, as well as managing healthy hair and skin.
There are millions of profiles out there and thousands of them are discussing health in one way or another. It can be hard to know which type of influencer is right for YOUR specific health brand. Remember, being a health brand, you have the benefit of having a large target market. Even if they don’t seem like the obvious choice, you never really know who your target is following until you do more research. Healthy eating, fitness, being a mom, skincare, even mental health, there are influencers that specialize in it all and want to recommend your product to their followers. So get out there on your off-season, try something new and reap the rewards of keeping your brand front and center to consumers all year long.
MATTR is the only full-service influencer marketing provider with detailed audience insights from PersonaMesh™. We go beyond demographics into psychographics such as values and interests so that your influencer campaigns align with your campaign targets.