Influencer marketing: Putting ethics before clicks

โ€œA lot of health brands thriving today are thriving because of their marketing budgets, not necessarily because of the ingredients in their products or the scientific backing behind themโ€”thatโ€™s a big issue,” she told NutraIngredients.

โ€œAt the same time, thereโ€™s no denying influencer marketing is the best way to market online right now, especially for those in the health and nutrition space.ย Everybody is on social media, from the Boomers through to Gen Z. Itโ€™s where younger audiences go to socialize, to be inspired and to educate themselves. At the end of the day, youโ€™ve got to meet the customer where theyโ€™re at.โ€

The social media advertising market has seen an impressive 4.53% annual growth rate and is expected to reach $247.30 billion by 2027 (Statista).ย And with 50% of Millennials placing their faith in social media influencersโ€™ product recommendations (Morning Consult), this is a clear route to customers’ hearts.

But Instagram marketing comes with a bad rep so Waywell understands the resistance of some to jump on this opportunity.

โ€œI understand why people see it as unethical because there are a lot of people out there promoting quick fixes, but there are much better ways to do it,โ€ she said.

In an effort to support brands who want a more โ€˜ethicalโ€™ route to success, Waywellโ€™s health- and nutrition-focused influencer marketing agency Locus only works with companies that are science backed and looking to educate the consumer rather than simply sell quick fixes and make fast returns.

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