Most supplement influencer marketing advice stops at "work with micro-influencers" and "be authentic". We wanted to see what the biggest supplement brands actually do, so we pulled the 50 most recent sponsored posts for each of the most-searched supplement brands in the US and looked at who posted, how each deal was disclosed, and which posts took off.

Here's why supplement brands work with creators, the commonalities in their strategy, and a step-by-step way to run your own campaign.

Why supplement brands use influencer marketing

Creators do a few things for supplement brands that ads and product pages can't:

• A daily habit needs a daily reminder. Supplements only work as a routine, and creators show that routine every morning. 18 of AG1's last 49 sponsored posts show it as part of a creator's morning.
• Busy days give people a reason to start. People forget a supplement when they're traveling or rushing, and creators film exactly those moments. 9 of Metamucil's last 50 sponsored posts promote its On-the-Go stick packs, often filmed while traveling or heading out the door.
• A collab gives fans of another brand a reason to try it. A flavor made with a brand people already love gets their fans curious. 4 of Grüns' last 50 sponsored posts promote a Strawberry Vanilla flavor made with Olipop.
• A sponsorship gives creators a story to tell. A league or team partnership puts a supplement in front of fans who'd never search for it. 4 of Nutrafol's last 50 sponsored posts tie it to Major League Baseball, where it's the official hair growth partner.

Top supplement brands using influencer marketing

These are the most-searched supplement brands in the US, according to Ahrefs. Deal types show how each post was disclosed (for example, with a paid partnership label or an ambassador hashtag). Creator tiers: micro 10k–50k followers, mid-tier 50k–500k, macro 500k+.

1. Nutrafol: its move into Ulta

16 of Nutrafol's last 50 sponsored posts announce that it's now at Ulta Beauty, many with the hashtag #HeardInTheHairAisle. 12 speak to new moms or women in midlife, often with creators sharing how their hair changed at that stage. 37 of its 39 creators with a listed location are in the US (2 are in Canada), and none of the posts use a code.

• Creators: @brittanysnow (3.4M), @seetorra (397k) and @drheathermd (37k) are among the creators who've posted for Nutrafol.
• How posts were disclosed: 49 paid partnership, 1 ambassador

What to take from it: Put an expert on camera to talk about trust, not just the product. @drheathermd, a dermatologist who works with Nutrafol, posted about what to check before you buy any supplement, and it got 200k plays, more than five times her following.

2. Metamucil: fiber as an everyday habit

Metamucil sells fiber as a daily habit: 23 of its last 50 sponsored posts talk about a routine or habit, and 9 use the word "fibermaxxing", meaning hitting the recommended 28g a day. 12 promote its fiber gummies, and 4 call fiber "the new protein". All 50 were disclosed as paid partnerships, 38 of its 41 creators with a listed location are in the US (3 are in Australia), and none use a code.

• Creators: @costcobuys (1.2M), @thehalliescene (323k) and @iamcarlyanderson (95k) are among the creators who've posted for Metamucil.
• How posts were disclosed: 50 paid partnership

What to take from it: Pitch the habit and say who it's for. @iamcarlyanderson spoke straight to women over 40 about a fiber blend that dissolves in coffee, and it got 10.5M plays, more than 100 times her following and Metamucil's most-viewed post.

3. AG1: a Target launch

15 of AG1's last 49 sponsored posts announce its launch at Target, many from Target deal accounts like @targetiseverything and @targetfanatic, and 2 more cover its arrival at Ulta. 16 also push AGZ, its nighttime drink. 35 of its 44 creators with a listed location are in the US, with the rest spread across Germany, Australia, Singapore and four other countries, and only 3 posts include a code.

• Creators: @target_junkie (919k), @targetpursuit (233k) and @dom.stroh (19k) are among the creators who've posted for AG1.
• How posts were disclosed: 40 paid partnership, 6 ambassador, 2 gifted, 1 affiliate

What to take from it: Book creators who can poke fun at the category. @dom.stroh, a runner with 19k followers, posted a tongue-in-cheek recovery run after the Berlin half marathon for AG1 Germany, and it got 280k plays, more than 14 times his following.

4. Goli: small creators and flash sales

Goli's last 50 sponsored posts are mostly deals from small creators: 21 push a sale and 17 include a creator code, like CASSIE50, which two different creators shared. Four creators made 23 of the posts between them. 16 of its 17 creators with a listed location are in the US.

• Creators: @terrencej (3.1M), @shophousemedia (181k) and @andreatried.it (3k) are among the creators who've posted for Goli.
• How posts were disclosed: 45 paid partnership, 4 ambassador, 1 affiliate

What to take from it: Ask followers to comment for the link. @andreatried.it, with 3k followers, asked viewers to comment "GUMMY" for the product link and got 4.2M plays and 42k likes, Goli's most-viewed post.

5. Grüns: one store launch after another

24 of Grüns' last 50 sponsored posts are about Costco: its adult gummies landed there in March and Grüns Kids followed in July, and Costco deal accounts like @costcohype and @costcoclaudia announced each one. 4 more cover its arrival at Walgreens and CVS in August. All 35 of its creators with a listed location are in the US, and none of the posts use a code.

• Creators: @costcodeals (1.7M), @couponwithashleyb (316k) and @bitesbysameen (22k) are among the creators who've posted for Grüns.
• How posts were disclosed: 39 paid partnership, 6 gifted, 2 ambassador, 2 unspecified, 1 affiliate

What to take from it: Ask creators to make something with it. @bitesbysameen, a food creator with 22k followers, turned Grüns' new Raspberry Lemonade gummies into a pink Brazilian lemonade and got 7.8k likes, about a third of her following.

What the top supplement brands have in common

Looking across all 249 posts, four patterns stand out:

• Retail launches drive the posts. 80 of the 249 posts name a store, like Target, Costco, Ulta, Walgreens or CVS, and many announce that the product just arrived there.
• Smaller creators get more out of their audience. Across 201 posts with visible likes, creators under 50k followers got a median of 1.7% of their followers liking the post. For creators above 50k, it was 0.2%.
• Paid is the default. 223 of the 249 posts were disclosed as paid partnerships, and only 13 were labeled as ambassador posts.
• Routine is the pitch. 71 of the 249 posts mention a routine or habit, which fits a product people have to take every day.

How to run a supplement influencer marketing campaign

Here's how to run a campaign step by step, using what the top supplement brands do at each stage.

1. Pick one goal and one metric

Decide what the campaign is for before you pick a single creator, because the goal changes who you book, how you pay them and what you ask them to post. The top supplement brands' posts show both goals at work. Goli's flash-sale codes are built to drive sales that day. Nutrafol's MLB posts and Brittany Snow's posts are built for reach.

• Sales: track revenue per creator with a unique link and code.
• Awareness: track views, saves and reach per post.
• Subscriptions: if most of your revenue comes from monthly refills, like AG1's welcome kit offer, track how many new subscribers each creator brings and how many reorder.

Pick one metric per campaign so you can compare creators fairly afterwards.

2. Find and vet creators who fit your brand

Follower count is the last thing to filter on. A travel creator with 24k followers filming how she keeps up with fiber on the road got 467k plays for Metamucil, about 19 times her following. Across all five brands, creators under 50k followers got about ten times the likes relative to their audience.

Our survey found niche micro-creators are outperforming mega-influencers: nearly 60% of marketers said niche influencers performed better in 2025 than in 2024.

• Write down who buys your product (new moms, runners, Costco regulars stocking up for the family) and look for creators living that life.
• Search Modash's database of 380M+ creators and filter by audience demographics (age, gender, location), bio keywords, engagement rate and fake-follower checks.
• Or describe that creator in plain language, like "runners who post their morning routine", and Modash's AI creator search surfaces matching creators on the platform you're searching.

• Check who else they've posted for. @targettrendsetter posted for both AG1 and Metamucil. Modash shows which brands a creator has already posted sponsored content for.

You can also find supplement influencers for free, for example by searching the hashtags your buyers follow.

3. Choose the deal type

Paid posts dominate supplements. Nutrafol disclosed 49 of its last 50 posts as paid partnerships and Metamucil all 50. Grüns has the most mix, with 6 posts labeled as gifted.

• Gifting works for new flavors creators will want to taste on camera, like Grüns' Raspberry Lemonade gummies.
• Paid posts suit retail launches that have to land in the same few weeks, like AG1 arriving at Target.
• Affiliate works for subscriptions people reorder every month, where a creator earns on every refill.
• Ambassador deals suit creators who take it every day and can post about it for months, like AG1's ambassadors in Australia and South Africa.

Commission-only is getting harder to sell, though. Over 23% of marketers in our survey said creators would take performance pay only if a flat fee came with it. If you run tiers, the average commission tiers in our affiliate research were 10%, 14% and 19%, and brands with more than one tier had more active affiliates.

4. Brief the content formats that work in supplement

The captions from the top supplement brands point to three formats that carry most of their creator content:

• Store finds. 12 of Metamucil's last 50 posts send followers to Target, most with a #TargetPartner tag. Tell creators which store stocks it and which aisle to look in.
• Expert explainers. 7 of Nutrafol's last 50 posts come from dermatologists, doctors or a dietitian talking about hair and supplements. Give experts room to explain, and keep the product claims to what you've approved.
• Sale countdowns. 9 of Goli's last 50 posts put a deadline on the deal, like "only til midnight" or a 24-hour sale. Give creators a real end time and their own code to share.

Whatever the format, give creators the exact claim wording and the FDA disclaimer to paste in, like the line that closes 34 of Metamucil's last 50 posts.

5. Launch with tracked links and time-limited codes

Goli is the only brand of the five that leans on codes: 17 of its last 50 posts include one, often stacked on a flash sale. AG1 has 3, and Nutrafol, Metamucil and Grüns have none. They send followers to a store instead.

Codes also leak. In our affiliate marketing research, 47.6% of marketers said they struggle with code poaching, where a creator's code ends up on coupon sites.

• Give every creator a tracked link for everyday posts, and add a code only for launches and sales.
• Put an end date in the caption so followers know the offer won't last.
• If creators use "comment for the link", make sure the link they send by DM is their tracked link.

In Modash, each creator gets a tracked link and a code tied to your Shopify data, so sales from DMs, bios and stories all count toward the right person. Commission is calculated on net revenue after refunds and returns.

6. Rebook your best creators

The top supplement brands rarely rebook: only 25 of their 208 creators posted more than once. That's a missed chance in a category where people take the product for months, and a creator still taking it three months later is the best proof it fits into real life. Goli is the exception, with four creators making 23 of its posts.

Most marketers want to do more of this. In our influencer marketing trends survey, over 60% said they plan to invest more in long-term partnerships, but only 54% actually ran more of them last year.

• Start new creators on a single post, then offer a longer deal to the ones who hit your metric from step 1.
• Use revenue per creator, not likes, to decide who gets rebooked. Modash's campaign dashboard shows revenue, orders and ROAS for each creator.
• Give rebooked creators something new each time, like a new flavor, a store launch or a check-in on their routine a few months in, so their posts don't repeat.

Where supplement creator programs go wrong

The top brands avoid a few mistakes that trip up smaller programs:

• Skipping how it's actually taken. Followers want to know what a powder tastes like, whether it clumps and when to take it, and a creator holding the tub doesn't answer that. Ask for the scoop, the stir and the first sip or bite on camera.
• Offering commission-only deals to established creators. In our survey, 63% of marketers said influencers were open to becoming affiliates in 2024. In 2025 that fell to 26%. When you reach out to established creators, offer a flat fee plus commission rather than commission alone.
• Running the affiliate program on autopilot. In our affiliate research, marketers who were "very involved" with their affiliates had 71.5% of them active. "Very hands-off" marketers had 10%. Affiliates post when you give them a reason to, so check in every month with something new to share. For supplement, that could be a new flavor, a store launch, or a sale to share.
• Sending affiliates old product. 93% of marketers gift products to affiliates, but almost 30% don't refresh them when something new launches. Send every new flavor and formula to your creators before it hits shelves.
• Letting creators make health claims. Supplements can say they support a normal body function, but not that they treat or prevent a disease, and those support claims need the FDA disclaimer. A creator describing a condition clearing up turns a sponsored post into a drug claim. Give creators a list of approved phrases and words to avoid, and review captions before they post.

FAQ

How much does supplement influencer marketing cost?

It depends on platform, following and engagement. Micro-influencers often work for free product plus a fee in the low hundreds per post, or an affiliate commission. Larger creators charge more. Many brands start with gifting plus commission to test fit before committing to flat fees. To estimate what a specific creator is likely to charge, drop their handle into our free Instagram influencer pricing calculator.

Which platform is best for supplement influencer marketing?

Instagram carries most supplement creator work, and every sponsored post we analyzed for the five most-searched supplement brands ran there. TikTok is worth testing too: in our survey, marketers rated TikTok videos the highest-performing deliverable (53.2%).

Which supplement brands use influencer marketing?

Nutrafol, Metamucil, AG1, Goli and Grüns are the most-searched supplement brands in the US, and all of them run active creator programs. See the breakdown above for who each one works with.

Should supplement brands work with micro or macro influencers?

It depends on your goal. A launch chasing awareness leans bigger, a conversion play leans smaller and more trusted. In the supplement posts we analyzed, creators under 50k followers got about ten times the likes relative to their audience size, so most brands should build their base with micro-influencers (10k–50k followers) and add bigger names for launches.

How do I measure supplement influencer marketing?

Track sales per creator with unique links and codes, then compare revenue against what you paid (fees, product and commission). Our engagement rate calculator and fake follower checker help you vet creators before you spend, and our guide to influencer marketing ROI covers the full calculation.

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