Over the past decade, U.S. consumers have become increasingly health-conscious. From nutrition tracking apps and wearable fitness devices to plant-based diets and mindfulness practices, Americans are spending more time and money on wellness than ever before. According to the Global Wellness Institute, the global wellness economy surpassed $5.6 trillion in 2023 and is projected to grow at an annual rate of nearly 10% through 2028. In the United States alone, wellness spending now exceeds $450 billion, driven by consumer demand for healthier food, fitness memberships, supplements, mental health services, and holistic care.

This rapid growth highlights not only a shift in consumer behavior but also a massive opportunity for brands. With health and wellness products flooding the market, the challenge is no longer just creating innovative solutions—it’s about cutting through the noise. This is where marketing, and specifically influencer marketing, has proven to be a game changer.

Health and wellness influencers—ranging from fitness trainers and nutritionists to lifestyle coaches and yoga instructors—are reshaping how consumers discover and trust new products. Audiences view influencers as relatable guides rather than faceless advertisers, which makes them powerful allies for wellness brands. In fact, a recent survey from Nielsen showed that 92% of consumers trust recommendations from individuals (even if they don’t know them personally) more than brands. That trust translates into measurable purchasing behavior.

So, what is the most effective way to market wellness and health in today’s crowded marketplace? For many companies, the answer lies in pairing the right health and wellness influencers with the right message—and doing so strategically. Below are five powerful health and wellness marketing strategies brands can implement to get real results.

1. Partner with Micro-Influencers for Authenticity

One of the most effective health and wellness marketing strategies is working with micro-influencers—creators with 5,000 to 50,000 followers. Unlike celebrity influencers, micro-influencers often cultivate close-knit, highly engaged communities. Their audiences see them as authentic, everyday people who genuinely use and endorse the products they promote.

For example, a fitness brand looking to promote resistance bands might find greater ROI by partnering with five micro-influencers who regularly post workout routines than by hiring one celebrity athlete. Micro-influencers are not only more cost-effective, but their recommendations often feel less like advertising and more like peer-to-peer advice.

Tangible strategy: Create a tiered ambassador program that allows micro-influencers to test products for free, share their experiences, and earn commissions through affiliate links. This builds trust, generates word-of-mouth buzz, and drives measurable conversions.

2. Leverage Storytelling to Highlight Wellness Journeys

Consumers don’t just want to know what your product is—they want to know why it matters in their daily lives. Health and wellness influencers excel at storytelling, making them ideal partners for brands that want to highlight transformation journeys.

A mental health app, for instance, could collaborate with influencers to share personal stories about stress management, daily routines, or improved quality of sleep. Story-driven content makes wellness relatable and encourages followers to imagine how the product could improve their own lives.

Tangible strategy: Develop a campaign where influencers document a 30-day challenge using your product (such as supplements, skincare, or meditation tools) and share weekly progress updates. This not only provides authentic testimonials but also creates serialized content that keeps audiences engaged.

3. Use Multi-Channel Campaigns to Reach Diverse Audiences

Health and wellness consumers span every demographic, which means that no single platform will capture them all.


Featured Influencer: Billie Beever
Hi! My name is Billie Beever, I’m 30 years old and I’m from the Gold Coast Australia! I’m a full time single mother & work full time also! My social media allows me to have an open space to talk about who I really and, and what I enjoy doing. I love to express myself via my social media in creating videos and photos for my followers to enjoy or giggle too. I’m a hard working, self made, driven woman that other women and men can use as an influence and motivation to become driven too!

To maximize reach, brands should work with influencers across multiple channels—Instagram for visual appeal, YouTube for in-depth tutorials, TikTok for quick tips, and podcasts for long-form conversations.

For example, a nutritional supplement brand could have influencers create TikTok recipe videos featuring their product, publish Instagram Reels showcasing “day-in-the-life” content, and collaborate on YouTube deep dives explaining the science behind key ingredients.

Tangible strategy: Plan influencer partnerships where each piece of health and wellness content is optimized for the platform. Use short-form video for quick hacks, long-form video for educational value, and podcast interviews for building authority. Consistency across channels reinforces brand recognition.

4. Create Interactive and Community-Driven Campaigns

The most effective way to market wellness and health often involves more than just a one-way message—it’s about building community. Consumers are more likely to engage with a brand when they feel like part of a larger movement. Influencers can serve as leaders for these communities, sparking conversations and encouraging participation.

For instance, a wellness drink company could sponsor a virtual “7-Day Hydration Challenge,” led by influencers who post daily reminders, tips, and progress check-ins. Followers could then share their own experiences using branded hashtags, creating organic user-generated content (UGC).

Tangible strategy: Launch a branded challenge or group program where influencers invite their audiences to join in. Incentivize participation with discounts, giveaways, or social media features. This builds not only engagement but also brand loyalty.

5. Align with Credible Experts to Build Trust

While influencers drive reach and relatability, credibility is critical in the wellness sector. Consumers are cautious about products related to health, nutrition, and fitness. That’s why partnering with credentialed experts—such as doctors, dietitians, or certified trainers—can provide the authority needed to convert skepticism into trust.

For example, a probiotic brand might partner with a licensed nutritionist who can explain the benefits of gut health in an Instagram Live Q&A, while lifestyle influencers demonstrate how to integrate the product into daily routines.

Tangible strategy: Pair health and wellness influencers with expert co-hosts in webinars, workshops, or Instagram Live sessions. This blends authority with relatability, making the marketing message both trustworthy and approachable. Intellifluence is home to nearly 100,000 wellness and health influencers and brands can use the Discover tool to find the perfect candidates to pitch.

In an Intellifluence Influencer Spotlight, fitness influencer Jenny Fisher discussed the importance of authenticity when creating content and collaborating with brands. “I stick to a core value where I have turned down many advertisers because it just didn’t make sense for my followers. It wasn’t something that I could get behind and go, “Yeah, this is something that I believe in.” So, I didn’t accept the partnership,” Fisher explained. The takeaway for brands is that credibility is key.

Engaging Health and Wellness Content Ideas

To execute these strategies effectively, brands must develop content that not only educates but also inspires action. Here are a few health and wellness content ideas that can encourage consumers to buy:

How-To Tutorials: Quick recipes, workout demos, or mindfulness practices using your product.

1. Before-and-After Transformations: Documenting real-life journeys builds credibility and inspires audiences.

2. Expert Q&A Sessions: Partnering with professionals to address health myths, product questions, or trending topics.

3. User-Generated Content Campaigns: Encouraging customers to share their wellness routines with your brand featured.

4. Seasonal Wellness Guides: Influencers sharing “winter immunity tips” or “summer hydration hacks” featuring your products.

5. Gamified Challenges: Encouraging audiences to log workouts, track meals, or record mindfulness minutes while tagging your brand.

6. Behind-the-Scenes Stories: Giving followers an inside look at product sourcing, ingredient quality, or ethical practices.

By combining creativity with authenticity, brands can create health and wellness marketing campaigns that resonate on a personal level while still driving measurable results.

The most effective way to market wellness and health is not through traditional advertising, but through authentic, community-driven storytelling powered by trusted voices. By working with health and wellness influencers, brands can connect with consumers in meaningful ways, inspire lifestyle changes, and build long-term loyalty.

Implementing strategies such as partnering with micro-influencers, leveraging storytelling, using multi-channel campaigns, fostering community, and aligning with credible experts gives marketers a clear blueprint for success. Coupled with engaging health and wellness content, these efforts can turn a brand from just another name in the crowded marketplace into a trusted partner in consumers’ wellness journeys.

As the health and wellness industry continues to expand, brands that embrace influencer-driven marketing strategies will not only capture attention but also cultivate the trust that drives sustainable growth.