Leveraging Influencer Marketing to Boost Well-Being Apps

Following the pandemic, the use of well-being and wellness apps began to climb as people started to prioritize their mental and physical health. Lululemon’s 2024 Global Wellbeing Report found that nearly 2 in 3 people (61%) feel “pressure from others and society to support their wellbeing in specific ways.” Many are turning to wellness products and apps for help. Brands marketing health and well-being apps can benefit from leveraging influencer marketing to enhance brand awareness and sales. 

Importance of influencer marketing in promoting well-being apps

According to eMarketer, health and fitness CPMs reach $5.80, making it a high-cost category for advertisers seeking to connect with health-conscious audiences. Influencer marketing offers a strategic, cost-effective alternative, allowing brands to reach consumers in a more relatable and authentic way. Wellness influencers create content that shows real-life applications of well-being apps, highlighting their value in a way that traditional ads often can’t. This authentic approach helps wellness brands build credibility and connect with consumers through influencers who genuinely support their message and values — all at a lower cost vs. traditional advertising.

IZEA’s 2025 Trust in Influencer Marketing report further shows the importance of authenticity in enhancing trust and inspiring purchase decisions. 68% of respondents to our survey cited authenticity as the top factor in increasing trust in influencer product recommendations. The report also highlights how social media has become the primary source of product research for ages 18-60, surpassing recommendations from friends and family.

Choosing the right influencer to promote a well-being app

Selecting the right influencer to promote a well-being app is crucial for authentic, effective promotion. Influencers should align with the brand’s wellness values and genuinely use wellness or fitness products or promote healthy lifestyles. When choosing creators to collaborate with, consider factors like audience demographics, influencer credibility in wellness, and their tone and content style to ensure a natural fit for showcasing the app’s benefits. This alignment allows influencers to communicate the app’s value engagingly and believably.

Factors to consider when choosing the right influencer

1. Work with influencers such as people who promote wellness and health, parents who need help staying calm, or mental health influencers. These niche influencers reach audiences who share the same struggles and want to prioritize learning more about improving their well-being. 
2. Choose influencers across different tiers to maximize your reach and impact. By partnering with influencers of various following sizes—like nano-, micro-, and macro- influencers—you can connect with different audience segments and diversify content styles. Smaller influencers often engage deeply with niche audiences, while more prominent influencers provide broader visibility. Working across various platforms, such as Instagram, TikTok, or YouTube, also expands brand exposure to diverse audience groups, enhancing authenticity and reach. This approach ensures your well-being app resonates with potential users on multiple levels and in various formats.

Developing an influencer marketing strategy for well-being apps

When crafting an influencer marketing strategy for wellness and well-being apps, focusing on authenticity, community engagement, and value-driven content is essential. 

• Identify authentic influencers: Look for influencers whose values and audience align with your brand’s wellness mission.
• Set clear campaign goals: Decide whether you’ll focus on app downloads, brand awareness, or user engagement.
• Create value-driven content: Prioritize helpful, educational content (e.g., fitness routines, mindfulness practices) rather than hard-sell tactics.
• Use varied influencer tiers: Engage nano, micro, and macro influencers to reach both niche and larger audiences.
• Measure success: Track engagement, sentiment, and retention to gauge campaign effectiveness and refine strategies.

App promotion content examples

Check out these content examples showing how to promote an app effectively.

Influencer Therese worked with Weight Watchers to share how the revamped app helps her track her activity levels and make positive changes in her health and wellness journey. She talks about the app while walking her dog and shows herself scrolling it and talking about its features.

When promoting health and wellness, it’s essential to incorporate authentic storytelling. In this example, influencer Crystal shares why it’s important for her to schedule appointments to care for her health in a video that blends into her existing content. A similar approach can inspire others to try a wellness app.

In this sponsored TikTok video to promote a job app, influencer Gabrielle, known as the Anti-Work Girlboss, shares how to find a “lazy girl” job—a job that leverages current skills in new ways using the Kelly Now app. This collaboration shows how working with an influencer who regularly discusses a topic makes for a more seamless and compelling experience. The same insight can be applied to a wellness or health app.

Leveraging influencer marketing for app promotion and growth is important for brands looking to establish their digital footprint in the wellness and social media industries. It opens the doors to creativity and authenticity that influencers provide. 

Sources

Lululemon. (2024, Sept. 23) lululemon Global Wellbeing Report 2024. Lululemon.

IZEA. (2024, Nov. 13) 2025 Trust in Influencer Marketing. IZEA.

Konstantinovic, D. (2024, April 29). Industry KPIs: Health and fitness native ad CPMs soar above the average. eMarketer. 

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