{"id":306,"date":"2022-08-22T15:03:55","date_gmt":"2022-08-22T15:03:55","guid":{"rendered":"https:\/\/www.sortlist.co.uk\/datahub\/reports\/the-power-of-influencers\/"},"modified":"2023-10-31T12:30:34","modified_gmt":"2023-10-31T12:30:34","slug":"the-power-of-influencers","status":"publish","type":"reports","link":"https:\/\/www.sortlist.co.uk\/datahub\/reports\/the-power-of-influencers\/","title":{"rendered":"Health influencer marketing: 20% trust influencers over specialists"},"content":{"rendered":"\n<div id=\"section-63524c5ce6d82\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">In this Marketing Report:<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#section-63524c5ce6dc6\">Preferred Sources of Information<\/a><\/li>\n\n\n\n<li><a href=\"#section-block_62e79eb7c0899\">What Makes People Trust Influencers?<\/a><\/li>\n\n\n\n<li><a href=\"#section-63524c5ce6e7d\">Impact of Health Influencers on Users<\/a><\/li>\n\n\n\n<li><a href=\"#section-63524c5ce6ecc\">Health Influencers Vs. Specialists<\/a><\/li>\n\n\n\n<li><a href=\"#section-63524c5ce6f35\">Conclusion<\/a><\/li>\n\n\n\n<li><a href=\"#section-63524c5ce6f64\">Methodology<\/a><\/li>\n<\/ul>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In recent years, the digital landscape of medicine has undergone a transformative shift in how health-related information is disseminated and received. Social media platforms have emerged as powerful channels that bridge the gap between health marketers, influencers, and consumers seeking to improve their well-being. This study on <a href=\"https:\/\/www.sortlist.com\/s\/influencer-marketing\/saudi-arabia-sa\" target=\"_blank\" rel=\"noreferrer noopener\">health influencer marketing<\/a> explores the dynamics between health influencers and healthcare specialists, shedding light on their respective roles, influence, and impact on public health awareness.<\/p>\n\n\n\n<p>Sortlist surveyed 1,000 users who followed <strong>health<\/strong> and <strong>nutrition<\/strong> influencers on <a href=\"https:\/\/www.sortlist.com\/social-media\/\" target=\"_blank\" rel=\"noreferrer noopener\">social media<\/a>. The goal was to understand&nbsp;the power of health influencers&nbsp;on people\u2019s decisions and where this leaves specialists. Do you trust your health influencer more than your doctor for your gut health? Here are the results.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column has-white-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"color:#081f91;flex-basis:33%\">\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:50px;font-style:normal;font-weight:400\"><strong>Google<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-medium-font-size\" style=\"font-style:normal;font-weight:400\">Easiest source for people to find information about their health<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-white-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"color:#081f91;flex-basis:33%\">\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:50px;font-style:normal;font-weight:400\"><strong>50%<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-medium-font-size\" style=\"font-style:normal;font-weight:400\">People who research the background information of nutrition influencers<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-white-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"color:#081f91;flex-basis:33%\">\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:50px;font-style:normal;font-weight:400\"><strong>Credibility<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-medium-font-size\" style=\"font-style:normal;font-weight:400\">The single most decisive factor when choosing influencers&nbsp;<\/h4>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63524c5ce6dc6\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Preferred sources of information of physical health<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63524c5ce6dda\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">Google is still #1<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p class=\"has-medium-font-size\">People claim that Google and specialists are the <strong>easiest<\/strong> sources to find information about their health, life, and wellness. Their Google searches about mental health and healthy recipes reveal as much.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-2-1024x576-1.png\" alt=\"Easiest information source\" class=\"wp-image-308\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-2-1024x576-1.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-2-1024x576-1-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-2-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>36.4% of people prefer to use Google to find a health influencer, while 32.4% prefer specialists, brands, and specialised services.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63524c5ce6df4\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">But social media is the main source for almost half (47.6%)<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p class=\"has-medium-font-size\">In contrast, the main source of health information in practice remains social media (47.6%), followed by specialists and online media (magazines, forums, etc.) that promote health, a healthy lifestyle, sustainable habits, meal ideas, mental health, and healthy recipes.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-7-1024x576-1.png\" alt=\"Main information source\" class=\"wp-image-309\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-7-1024x576-1.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-7-1024x576-1-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-7-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63524c5ce6e0a\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">Inspiration and information are users&#8217; main interests<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p>The success of health-related messages hinges not only on the quality of information but also on the ability to reach and captivate the intended audience. The engagement rate, an essential metric on social media platforms, reflects the effectiveness of content in sparking interest and encouraging interactions.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-4-1024x576-1.png\" alt=\"The power of influencers\" class=\"wp-image-310\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-4-1024x576-1.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-4-1024x576-1-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-4-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>Whether it was gut health or emotional eating, the type of content users follow health influencers for is a combination of health tips, inspiration and ideas (27.12%) and information (25.47%) promoting healthy living and helpful tips for a healthy relationship with their fitness goals, sustainable fat loss, and evidence based nutrition.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63524c5ce6e20\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">Visual content is in high demand<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p class=\"has-medium-font-size\">Of these social media channels, <strong>Youtube<\/strong> and <strong>Instagram<\/strong> appear at the very top for the health industry and nutrition influencers, highlighting the demand of its target audience for visual content around health tips and how to stay healthy.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-5-1024x576-1.png\" alt=\"Social Media\" class=\"wp-image-311\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-5-1024x576-1.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-5-1024x576-1-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-5-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63524c5ce6e38\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">The power of health influencers<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63524c5ce6e4b\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">What makes people trust a health and wellness influencer?<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p class=\"has-medium-font-size\">Across markets, credibility reins as the single most decisive factor for audiences when choosing health influencers.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-6-1024x576-1.png\" alt=\"The power of influencers - What makes you trust them?\" class=\"wp-image-312\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-6-1024x576-1.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-6-1024x576-1-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-6-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>In this industry, the number of Instagram followers for diet and nutrition influencers is more important than <a href=\"http:\/\/sortlist.com\/content-marketing\" target=\"_blank\" rel=\"noreferrer noopener\">content<\/a> when promoting a healthy lifestyle.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63524c5ce6e67\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">Half of users research influencers&#8217; backgrounds<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p>For health marketers, identifying the right influencers for health-related promotions becomes a crucial aspect of campaign planning. But for users, influencer selection is also a picky business.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-16-1024x576-2.png\" alt=\"Research information\" class=\"wp-image-313\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-16-1024x576-2.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-16-1024x576-2-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-16-1024x576-2-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>Exactly <strong>50%<\/strong> of people following health influencers say they research the background information of every fitness trainer on social media, lifestyle influencers, and in general, influencers of physical health, as well as the information and workout routines they provide.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63524c5ce6e7d\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Impact of nutrition influencers on users<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63524c5ce6e8d\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">71% have bought products from influencers<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p class=\"has-medium-font-size\">Almost 4 out of 5 people following health influencers said they have bought a product promoted by the average website or Instagram account of a fitness trainer.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-17-1024x576-1.png\" alt=\"The power of influencers - Impact on buying behaviour\" class=\"wp-image-314\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-17-1024x576-1.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-17-1024x576-1-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-17-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63524c5ce6ea2\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">Almost half of people report a positive experience from health influencers<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p class=\"has-medium-font-size\">The majority of people report a <strong>positive result (42%)<\/strong> from following health influencers, whether by fully adopting a lifestyle, seeing permanent weight loss, assuming body confidence, stopping emotional eating, solving important health issues, treating eating disorders, or buying promoted products.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-19-1024x576-1.png\" alt=\"Positive or negative impact\" class=\"wp-image-315\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-19-1024x576-1.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-19-1024x576-1-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-19-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63524c5ce6eb7\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">Reasons to stop following a health influencer<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p class=\"has-medium-font-size\">There are several reasons why someone decides to <strong>stop following<\/strong> the brand of a fitness trainer or other health influencers, like <a href=\"https:\/\/www.instagram.com\/collegenutritionist\/?hl=en\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Dr. Rachel Paul<\/a>, that he or she once looked up to. But according to our research, these are three main reasons, prevalent across the countries we surveyed.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/The-main-reasons-to-stop-following-an-influencer-1024x576-1.png\" alt=\"Reasons for following influencers\" class=\"wp-image-316\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/The-main-reasons-to-stop-following-an-influencer-1024x576-1.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/The-main-reasons-to-stop-following-an-influencer-1024x576-1-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/The-main-reasons-to-stop-following-an-influencer-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63524c5ce6ecc\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Health influencers vs. specialists<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63524c5ce6edc\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">Honesty, still the best policy<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>Trustworthiness<\/strong>, <strong>personalized service<\/strong>, and <strong>transparency<\/strong> in Instagram influencers are the three main factors that stop users from choosing health influencers over a specialist.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-11-1024x576-1.png\" alt=\"The power of a specialist\" class=\"wp-image-317\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-11-1024x576-1.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-11-1024x576-1-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-11-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63524c5ce6ef1\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">Half of users would not trust health influencers for health symptoms<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">Issues related to information about health conditions or symptoms (47.68%) and which products to use (31.89%) are examples of things that people wouldn\u2019t trust health influencers with, despite saying earlier that the main reason they followed these wellness influencers was for inspiration and information for a healthier lifestyle.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-12-1024x576-1.png\" alt=\"Information you wouldn't trust an influencer with\" class=\"wp-image-318\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-12-1024x576-1.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-12-1024x576-1-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-12-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63524c5ce6f0b\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">Most users find health specialists expensive and hard to reach<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p class=\"has-medium-font-size\">Cost (51.8%) and ease of access, or the difficulty to get an appointment (25.75%), stand as the two main blockers that users face when deciding to contact their health and wellness specialist.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-16-1024x576-1.png\" alt=\"Blockers for contacting a specialist\" class=\"wp-image-319\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-16-1024x576-1.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-16-1024x576-1-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-16-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63524c5ce6f20\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">People trust specialists more<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p class=\"has-medium-font-size\">When asked who they would trust more, the majority of users <strong>threw social media influencers under the bus<\/strong>: only 1 out of 5 people would trust them before health and wellness specialists.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-14-1024x576-1.png\" alt=\"The power of influencers - Who do you trust more\" class=\"wp-image-320\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-14-1024x576-1.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-14-1024x576-1-300x169.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2023\/10\/EN-influencer-trust-visuals-14-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63524c5ce6f35\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Conclusion<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63524c5ce6f44\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<p>Despite listening to the tips of a wellness influencer, buying their recommended products, taking investing advice directly from them, and overall making important decisions towards health and wealth, the power of influencers still doesn&#8217;t seem as big as others make it out to be.  <strong>People will often turn to specialists, <\/strong>especially when more details are needed or when a first action is ready to be made. This happens<strong> despite blockers such as cost and appointment difficulties.<\/strong><\/p>\n\n\n\n<p>By juxtaposing the persuasive power of influencers with the expertise of healthcare specialists, this study aspires to shed light on how behaviours towards these figures are shifting. Ultimately, uncovering the nuances of this relationship will contribute to informed decision-making by health marketers, fostering a healthier and more discerning digital health landscape.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-not-stacked-on-mobile is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25vw\">\n<p class=\"has-text-align-center has-white-background-color has-text-color has-background\" style=\"color:#081f91;font-size:23px\"><strong>50%<\/strong> of users <strong>research information<\/strong> from health influencers.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25vw\">\n<p class=\"has-text-align-center has-text-color\" style=\"color:#081f91;font-size:21px\"><strong>Cost<\/strong> and <strong>ease of access<\/strong> are blockers for contacting specialists.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25vw\">\n<p class=\"has-text-align-center has-text-color\" style=\"color:#081f91;font-size:21px\"><strong>Inspiration<\/strong> (27.12%) and <strong>information<\/strong> (25.47%) are the preferred <strong>content<\/strong> from a health influencer.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25vw\">\n<p class=\"has-text-align-center has-text-color\" style=\"color:#200df2;font-size:23px\">33% believe <strong>credibility is the most important factor<\/strong>.<\/p>\n<\/div>\n<\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63524c5ce6f64\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<h2 class=\"wp-block-heading\">Methodology<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">The study was conducted between June 1st and June 8th, 2022, among 1,000 users across Belgium, Germany, Spain, France, and the Netherlands. In the study, we surveyed users who followed health and nutrition influencers in order to determine their preferences when it comes to trust, reliability, and action regarding influencer advice. The responses are anonymous.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-63524c5ce6f73\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:40px\">Featured in<\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div id=\"block_079ac474d37ccda60690374e9761f86b\" class=\"gutenberg-block gutenberg--partners-slider\">\n            <section class=\"partners js-partners-slider-reports\">\n            <div class=\"partners__wrapper wrapper\">\n                \n                \n                    <div class=\"js-carousel-slider\">\n                        <div class=\"track\" data-glide-el=\"track\">\n           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