As the year goes by, the “new year, new you” goals change and change often, but a simple habit that many consumers can adopt over the long term is a daily probiotic or vitamin. Health and wellness trends, products and services have grown in popularity with people around the world in recent years, and especially in 2020, when everyone’s well-being was a priority. According to IBISWorld, “The market size, measured by revenue, of the online vitamin and supplement industry is $ 20.7 billion in 2021.” Direct-to-Consumer Selling (DTC) products, typically sold on social media or by subscription, are often a staple for consumers who focus on their overall well-being. And, more than ever, DTC vitamins are growing in popularity, especially with the rise of e-commerce and turnkey ordering options. Seed, Care / of, and Ritual have all deployed effective digital advertising tactics to grow their brands and revenue.
The Science Behind Seed Probiotics Helps Boost Instagram Engagement and Affiliate Marketing Sales
Anyone who regularly follows health and wellness influencers knows that gut health is always a hot topic. From cleanses to juices, a healthy gut is essential. Probiotics, a supplement that contains a variety of microorganisms that aid digestion and gut health, are often included on the gut health checklist. Seed, a company that makes and sells a proprietary probiotic, has relied heavily on Instagram to promote its unique product in a way that is true to its science-driven brand culture. In 2019, Seed launched Seed University, which is a “course specifically for influencers who work with Seed as brand affiliates,” according to journalist Kristin Toussaint for Fast business. Adding: “Before an influencer can work with Seed, they have to take the 59-minute course and pass an exam, and also use the hashtag” #responsible “to show that they prioritize science and transparency . ”
The science behind Seed is important. The website looks like inside a scientist’s brain, and the brand’s social media campaigns lean heavily on the science of Seed’s specially formulated supplement. Seed is determined not to be another brand selling obscure products on the internet, so by bringing product science to the fore in their social media advertising and affiliate training, Seed is able to connect with them. consumers who also want transparency and honesty. of the brands they use. “In terms of probiotics, companies didn’t have an ecosystem-wide look, understanding that everything is connected,” said Seed co-founder Ara Katz. The brand’s approach is effective with 400% customer growth since June 2019.
Care / of DTC vitamin brand reaches consumers with personalized strategies
“The products we have in our lives should be beautiful. They should talk to us, they should be a reflection of who we are, ”said Craig Elbert, CEO and co-founder of vitamin brand DTC Care / of. Adding: “It’s really important to have an authentic voice, as opposed to a closed, cold and distant tone, which I think is historically [what supplement brands have had]. To that end, Care / of, which offers a range of products including vitamins, herbs, minerals, probiotics and powders, begins by offering curious shoppers a quiz that pairs them with vitamins and supplements suited to their needs. The quiz takes about five minutes and, in addition to offering personalized service to consumers who may not know what they need, offers a wealth of first-party data for Care / of, including the email, location and age. This data allows the brand to optimize its engagement with more effective targeting and personalization that is part of its brand philosophy. Last September, the German pharmaceutical company Bayer a took a 70% stake in Care / of, valuing the startup at $ 225 million.
DTC Vitamin Brand Ritual offers personalized subscriptions
Ritual was started by Katerina Schneider in 2016, when the founder and CEO of Ritual was pregnant and purging her home of “products with ingredients.” [she] couldn’t stay behind. When she realized the prenatal vitamins she was taking were on the to-do list, she took a leap and started Ritual. Originally reserved for women, the vitamin brand offered a 30-day subscription for $ 30 for the multivitamin which is packed with scientific benefits and a very cool look. Ritual’s aesthetic appeal has made it popular with influencers and fashion types on social media, where Ritual has a strong following. In those early days, Schneider said, “We are focused on building a cult like cult. And with the subscription model, we can put cute calendars and stickers in the boxes, which allows us to remind people to take their vitamins – it’s really important, and it’s never been done before.
The plan worked. Five years later, Ritual is gaining strength and introducing vitamins for men and children, as well as a wider range of options for women. According to Schneider, “59% of [Ritual] clients had never taken vitamins regularly before Ritual. By immediately tapping into a subscription model, Ritual was able to get consumers to build the habit and keep coming back. “The subscription is designed to create this habit more seamlessly, and I think to reflect that this product is meant to be taken every day over a long period of time,” said Liz Reifsnyder, COO of Ritual. Additionally, an article on vitamin subscriptions from PYMNTS, notes “To further encourage this continuing relationship [between consumers and Ritual], there are a lot of supports in place – from technical integrations with wearable devices like the Apple Watch to simple things like making sure vitamins taste really good and are good to take. The modern world of vitamins is more than a pill, it’s a way of life.
Capitalizing on the health and wellness driven, lifestyle driven mindset that has grown in popularity in recent years, DTP vitamin brands are booming. By leveraging digital advertising strategies, including social media campaigns, personalization and subscriptions, DTC vitamin brands are able to leverage the growth of e-commerce and mobile shopping to strengthen the market. brand equity, engage consumers and develop their customers.
“We expect supplements to continue to gain traction simply because, overall, I think more people are taking a backwards approach to wellness. They see wellness as a reflection of overall health and want to tackle and solve problems with supplements, ”said Kenya Watson, intelligence analyst at CB Insights.
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